Google Performance Max has been around since 2021, but the versatile campaign format is still relatively unknown. Yet you can benefit from it in a variety of ways. That’s because PMax is different from common Google Ads strategies. As the name suggests, this is where you get the maximum.
In this article, we will explain what we mean by this. You will learn everything you need to know about Performance Max campaigns, how to use and create them. And why you should consider hiring an SEA agency for a guaranteed successful implementation.
What are Performance Max campaigns?
Performance Max campaigns are different. This helpful marketing tool is not just another Google Ads campaign that replaces old campaign types. Instead, it combines them. With PMax, you can run a single performance on all Google channels at the same time. “Campaigns for maximum performance” is a fully automated tool to help you with your advertising strategy. It combines all existing ad placements in Google’s search engine and display network, its discovery and YouTube advertising networks, and Google Maps.
You can use Google Performance Max in all languages worldwide. This innovative campaign format automatically maximizes important settings based on your objectives and displays your ads across formats. Its algorithm does not use keyword-based but rather context-based search. It does not place your ads based on keywords but rather after targeted evaluation of user data. It is able to categorize your target group according to their purchase interest and to adapt available ad elements to users and channels. This way, it presents each user with individually appealing advertising on the appropriate channel at the optimal time in their customer journey. With Google Performance Max, you only need a single ad strategy for all campaigns. However, you need to build this strategy a little differently than you are used to with conventional campaigns.
Create a Performance Max campaign: This is how it’s done!
Performance Max campaigns are easy to create. Our step-by-step guide will take you from start to finish in designing them.
- Open the Google Ads Editor
- Select the campaign type, name it and determine a maximum budget
- Set your target action. If you want to add a shopping feed to your Performance Max campaign, you can link to the Merchant Center here
- Determine your bidding strategy: With “Conversions” you focus on leads, with “Conversion Value” on sales
- Upload texts, headlines, photos, YouTube clips and divide them into asset groups and ad assets. Google combines the elements as needed and uses smart bidding to display them as responsive ads. You can also specify extensions such as sitelinks or additional information and even desired display times and locations.
- Decide whether different bids apply to new and existing customers and whether you want to display ads to only one target group.
- Save your PMax campaign and wait for the Google algorithm to put all the specifications together. It will then use its sophisticated ad placement to ensure that you achieve your marketing goals.
You can adjust your campaign at any time in the Google Ads Editor. You can also use the special features of Google Performance Max and display reports on relevant performance metrics.
What are Performance Max campaigns used for?
The PMax algorithm is based on your bidding strategies. It is therefore very important that you set a target for cost per action or return on advertising spend. You decide whether you want to maximize your conversion rate or conversion value with your campaign. If you set a ROAS target, you should not specify a limited budget. However, if you want to generate as much revenue as possible with a fixed budget, you should set a target to maximize your conversion value.
From Performance Max campaigns, you can reap multiple benefits. You can address individual members of your target group across all Google channels without spending any time. You can use them to generate leads and increase your online and offline sales. Google’s real-time analytics may even open up new customer segments for you. And the retail version of Google Performance Max is perfect for achieving your marketing goals of online sales, store visits and new customer acquisition. With the use of product data feeds from the Google Merchant Center, you can even cover the shopping area.
However, there is one prerequisite for your Performance Max campaigns to deliver the best results. Since PMax learns by machine, you need a smoothly functioning conversion tracking.
How can an SEA agency help me with Google Ads?
Anyone can register with Google Ads and create an account easily and free of charge. Setting up a Performance Max campaign doesn’t seem complicated, so why hire a professional PPC agency for your Google Ads marketing strategy?
The reasons are obvious. While creating an ad may be simple in principle, you can make mistakes when setting it up. Once your campaign is up and running, you need to permanently monitor it and optimize it as needed. And you don’t have a guarantee that your marketing strategy will work either. So, despite high competition and a shortage of skilled workers, you are spending the time and manpower to plan, implement and adapt ad campaigns independently? That doesn’t have to be the case.
A competent SEA agency like Oneline takes the effort out of your hands. It creates successful marketing campaigns for you, while you can focus on the core of your work.
With years of industry experience, she knows how to increase your leads and sales and thus your turnover. She ensures that your ads are displayed optimally on all end devices. And she is personally available to assist you.
You save time, improve your performance and see profit increases. By combining PMax with Oneline, you can really get the most out of your Google Ads campaigns.
