During this year, Google Ads started automatically updating its campaigns to Performance Max.
As Smart Shopping and Local campaigns phase out after the upgrade, Google has included new features in Performance Max to make it easier for advertisers to achieve better campaign performance.
Here’s what to expect and how to make the most of it.
What is Performance Max?
Google Performance Max is a goal-based campaign type, driving performance based on your specified conversion goals with targeting and delivery achieved through automation technology.
Google uses machine learning to effectively test here and find out which ads are best for your needs.
Namely, Performance Max differs from Smart Shopping in that it can be used for e-commerce and lead generation. Google’s new features allow stores to measure and optimize online sales and in-store targets and unlock new audiences across Google’s inventory.
This includes advertising on the Search Network, Display Network, YouTube, Gmail and Discovery.
The addition of Smart Bidding allows advertisers to make the most of their budget by providing more accurate predictions of how different bid amounts may affect conversions or conversion value, using Google’s machine learning algorithms.
Performance Max also offers more detailed reporting and insights.
You can see top-level campaign performance and location performance, in addition to measuring performance by hour of day, day of week, and day and hour combined.
How to set up a campaign for maximum Google Ads performance
Start with Performance Max and customize it to your specific business goals. If your campaigns haven’t already been transferred, you can update them yourself and learn more here.
Your campaign settings, assets and insights from previous local and Smart Shopping campaigns will automatically transfer to Performance Max.
Once you’re ready, here are a few things to keep in mind when setting up your campaigns for maximum performance.
Best practice is to simplify and condense your campaign structure unless you want to segment for purposes such as budgeting or targeted allocation, as this allows the system to search for optimal performance from multiple data sources.
Next, choose the main goal of your conversion campaign. For e-commerce or shopping, select ‘Purchases’, and for Lead-gen or services, select calls, forms, chats, etc.
After choosing your campaign’s target location, be sure to select “Presence: people at or regularly in your target locations.” Otherwise, your ads could be shown to people outside of the locations you’ve set up.
It is recommended to add additional creative assets after upgrading to start serving additional inventory immediately. You must upload at least one video, otherwise Google will automatically generate one for you, which leaves a lot to be desired. Creating a simple video on Canva or any other editing tool will do.
To help acquire new customers, you can also upload your customer list and exclude them from all targeting.
Google Performance Max uses audience signals as a signal to extract ideal leads from your data. Upload all client lists including email addresses and phone numbers to ‘Client Matching’ to make this easy.
Establish a list of top performing keywords in ‘Custom Intent’ from Search and Standard Shopping. Use ‘Interests’ to target people based on pre-defined interests and use ‘Website Visitors’ to target new users based on your account data on website visitors, leads and purchases.
For e-commerce, providing as much product information as possible is important for Google Performance Max, as it has a significant impact on your store’s campaign performance. This includes data such as brand, MPN/SKU, UPC code, descriptive headings, Google taxonomy/categorization, product type, multiple images, etc.
Here you have a choice between two bidding strategies. There is a maximum number of conversions (with an optional target CPA) and an increase in conversion value (with an optional target ROAS). New accounts should start increasing the number of conversions in order for Google to collect data.
Accounts with historical data can go directly to tCPA or tROAS to achieve those goals.
When to use Performance Max
Now that we know how it works, who can benefit from Google Performance Max campaigns? Based on the new technology and features listed, Google Performance Max is recommended for:
- Achieving specific advertising and conversion goals
- Maximizing the performance of your campaign, if not limited to the platform where your ads appear
- Advertise on all Google advertising channels with one campaign
- Gain additional reach and conversion value beyond keyword-based search campaigns
As Google Performance Max rolls out across all campaigns, its new features can help businesses find more customers who convert across all Google channels and easily improve marketing efficiency.
Are you interested in advertising your business with Google Performance Max?
Soup Agency is an industry-recognized ROI-driven and growth-focused B2B and B2C digital marketing agency, and they’re here to help you find a solution that will deliver the results you want.
They tailor their service to your business, so you target the right channels, at the right time, and maximize your results.
Talk to one of their experts about it advertising on Google today.