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First introduced in November 2021, Performance Max is Google Ads’ shiny new campaign type focussed on driving online sales and generating leads. It will soon be replacing smart shopping and local campaigns with the end of Q3 2022 circled in the diary. With this in mind, we thought we’d delve a little deeper and learn why Google has introduced Performance Max and what you can expect.
With Performance Max campaigns, Google automates both the targeting and delivery of your ads based on the information that you provide. After supplying Google with a bank of assets that include ad copy, a call to action and images or videos, the rest is taken care of.
This campaign type uses all of Google’s channels including YouTube, Display, Search, Discover, Gmail, and Maps, to run tests and decide which works best for your brand.
Google Ads have been introducing more automation and machine learning on their platform in recent times with Performance Max only building on this further. It is an objective-based campaign type that uses machine learning to show your ads to the right audiences. It combines many of the previously released automation tools into one and is designed to complement your keyword-based Search campaigns.
Google lists many benefits of using Performance Max campaigns on its support page with those listed below some of the big ones:
Google also suggests using Performance Max campaigns when you aren’t limited by which channels you want to appear on, you’d like access to all channels through one campaign and you would like to gain additional reach beyond keyword-based search campaigns. Google also advises that these campaigns are the best option if you have specific performance goals – such as driving online sales and lead generation.
It’s no shock to those who have been using Google Ads for a while that each new element of the platform is even more automated than the last, but there are valid concerns that accompany the intrigue. While automation and machine learning is something to embrace, letting go of the control we are used to is tricky business. Like most things, what works for one brand may not work for another and there is only one way to see if it works for you!
The team at Peaky Digital keep up to date with all the Google Ads updates to make sure that they can help with all questions fired their way. So, whether you’ve dabbled in paid search in the past and need some fresh eyes to offer some new suggestions, or are completely new to paid search, our team can help! Just get in touch today.
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