Ultimate Guide to Google Performance Max in 2022

As the world moves faster, technology is improving rapidly, so much so, that it’s almost impossible to keep up! Google Ads' latest update has had huge implications for business owners, marketers, and anyone trying to reach their target market.?

Google’s latest breakthrough - Performance Max Campaigns.?

Google Performance Max allows you to create a single ad campaign to promote your products across all of Google’s advertising channels. This includes; Search results, Maps, Shopping, Youtube, Blogger, Gmail, and thousands of partnering websites. Unlike other ad campaigns, Performance Max automates the campaign targeting and delivery based on the information you provide.?

So how do Performance Max Campaigns work?

Essentially Performance Max combines responsive ads and smart campaigns and puts them in one convenient place. To get the campaign running you need to provide Google with your:

• Marketing objectives and goals?
• Budgets?
• Creative assets (text, images & videos)?
• Geo - targets
• Feeds (optional)?
• Google My Business?
• Google Merchant Center?
• Dynamic Ads fee
• Business data deeds?
• Audience signals (optional)?
• First - party Audiences (lists)
• Google Audiences (manually targeted)?

The main goal is to make advertising on Google’s network easier for those who are unfamiliar with how to run ads on Google. Performance Max ‘capitalises on conversion opportunities with automated bid adjustments’, ‘gives a real-time understanding of user intent, behaviour, and context’ & ‘drives better results with automation by providing high-quality creative assets about which audiences are likely to convert’.?

Pros:

• Beginner-friendly: Performance Max allows you to achieve your marketing goals without having to set up other campaign appeals meaning new users aren't overwhelmed.??
• Focus on strategic performance drivers:?With Performance Max you can test and assess creative optimisation, campaign planning and PPC reporting in one spot.?
• Could provide impressive results: With correct audience targeting and clearly defined goals Performance Max should work for you?

Cons:?

• Clear goals are crucial: If you don’t have them, your Performance Max Campaigns will not perform as you want them to.?
• Less control: The Performance Max Campaigns are automated, meaning they can take away control from the advertisers. If you’re looking to have control over every detail of how your ads are shown, then this might not be for you.?
• Limited visibility: With the addition of new reporting features, it is harder to get insights on each campaign individually.?

The introduction of Google Performance Max is a good thing; it just needs to be used correctly to allow for maximum results. To get a free audit for your Google Ads or discuss if performance max is right for you, CLICK HERE.

This article was inspired by: Social Geeks