Performance Max integrates Google's automation capabilities across bidding, budget planning, demographics, analytics, and more, all driven by your specified advertising goal (for example, a CPA or ROAS) and the creative asset, audience data, and optional data you offer.
Performance Max is a goal-based automated campaign that uses machine learning to deliver relevant ads with the best bid to maximize campaign performance. While selecting the conversion objectives that will assist them in reaching their marketing aim, an advertiser sets a marketing objective.
To ensure that your initiatives are geared to yield the highest return through automation, assign various goals and different values to conversions in a single campaign. PMax campaigns use automatic bidding and targeting technology to help you invest your capital more effectively where the highest-ROI chances are available, with a goal-oriented approach.
The default URL Expansion function uses machine learning to select a landing page depending on customer intent to achieve the best results for your aim. Performance of Asset Groups Max transitions over ad formats to Asset Groups are collections of assets tied to a specific theme or target. Each campaign can have many asset groupings.
Use audience signals to notify Google that a section of people is more likely to convert.
New reports describe what the automation is doing, the signals that are being used, and a breakdown of performance so you can alter your strategy.
By combining Google's ad inventory, Performance Max campaigns would also complement your keyword-based Search campaigns and provide the most comprehensive solution for driving sales and revenue.
You'll be able to choose between a variety of marketing objectives over time, such as online sales, lead generation, and offline sales. For the first time, you'll be able to generate new leads from a single campaign across Google.
Machine learning will optimize for your most valued clients across all channels automatically. This new goals-first setup makes it easier to completely describe your conversion targets. For example, if your goal is to produce leads, make sure you track both form uploads and voice calls as goals.
Learn more about how automation is helping your company, such as which viewers and creative asset blends perform best. The new Insights tab will now contain Performance Max campaigns to make you understand what's causing improvements in your performance.
While automation can help you get better results, your business knowledge and expertise can help machine learning perform better. Specify which demographics are most likely to convert to speed up the campaign learning process. Combine these data points with value criteria to determine which conversions are the most valuable to your company depending on factors such as audience, location, and device.
Performance Max ads are still in their early stages of testing, and more marketers will be asked to join the beta upcoming. During this crucial holiday season, you may continue to leverage existing ad types to fulfil your company objectives.
Performance Max is made to accomplish well across a broad range of marketing goals and media channels by combining the finest automation throughout the bidding, targeting, and attribution to assist you to keep driving conversion and enhanced profitability across a large range of marketing objectives and media channels. As a result, we recommend following the best practices outlined below to properly set up Performance Max campaigns and, if needed, further optimize results.
Create a campaign and select the "Performance Max" option as the first stage.
The bid strategy will then be given a budget and a conversion target (volume or value). With this campaign type, you cannot manually bid. A target cost per acquisition (CPA) or return on ad expenditure can be put up as an option (ROAS). You can also specify which conversions you want to improve, like revenues, leads, or voice calls.
The next step is the campaign settings, including geographic targets and ad scheduling. "Final URL expansion" is hidden in the options. This feature, which is enabled by default, directs traffic to the URLs that are the most relevant to you. According to the tiny print, Google may substitute your homepage with a much more appropriate one based on searchers' intent. In theory, the option is similar to Dynamic Search Ads and is a smart choice. URL exclusions are also possible. However, I usually disable this option since I prefer that users visit the URLs that I specify.
Create your first asset group, which will include Merchant Centre listings, ad assets, and an audience signal after you've finished with the setup. You have the option of targeting all or a subset of the items in your Merchant Centre.
You could, for example, use the asset group to target a specific product type so that only certain products are displayed. It's important to keep in mind that Performance Max campaigns take precedence over shopping campaigns. Before adding all products, test a portion of your product stream.
Then, upload your ad assets, which should include the following:
According to the campaign goal, Google will try all combinations to find the best-performing advertisements. Provide as many assets as possible to drive performance, similar to Responsive Search and Display advertisements.
The asset group configuration concludes with the creation of an audience signal. It's unnecessary to include an audience signal, but in my experience, it's a good idea because it gives Google a place to start. One or all of your target audiences could be the signal, for example:
Interests, Demographics, Custom Segments, First-party data (email users), Before releasing the campaign, extensions such as sitelinks, notifications, and structured snippets are added as the penultimate stage. With any search campaign, adding extensions is a must.
It has been noted that there is a deficiency in performance reporting. According to the Google Marketing Livestream, advertisers' comments on reporting transparency have been received, and Google would've been taking steps to improve openness within Google Max campaigns. Because it's unclear how reporting will evolve in the future, I'll discuss my experiences with reporting as it currently exists.
In its current state, reporting is restricted. Advertisers may report on the overall performance of a campaign in the same way that they can report on the performance of any other campaign. Where it lacks transparency is in the breakdowns.
To begin, here are some options: