
Performance Max was introduced in 2022 and has since made waves throughout the marketing industry. With a higher focus on automation, it allows marketers to utilise Google’s various biddable media channels to increase conversions.
But are Performance Max ads right for your strategy? If so, what do you need to consider before implementing your campaigns? We’ll talk you through all this and more in our Performance Max guide.
Already know about Performance Max and just want to see how to set up a campaign? Click on the links below:
Google’s Performance Max is a type of goal-based campaign that improves the results of advertising campaigns. Performance Max Ads are displayed across the entire Google Network, with the search engine deciding which Ad to show where. It uses advanced algorithms and real-time performance data to optimise campaigns and make informed decisions about bidding, the process of which is automated.
Google designed Performance Max to complement keyword-based search campaigns by finding more users to target across Google’s different platforms (Display, Discover, YouTube, as examples). You have no control over which platform Google uses to display your Ads, but it covers a wide range which you may never have tested before with other campaigns.
Performance Max replaced Smart Shopping campaigns in 2022, combining elements of these and Local campaigns to suit today’s dynamic user behaviours. Now that purchasing journeys often involve multiple channels, Performance Max offers a smooth, simple way of targeting users in different formats.
There are a few differences between Smart Shopping and Performance Max in Google Ads, the main being the automated element of Performance Max.
As well as this, Performance Max includes Google Maps and Discover in its Ad coverage, and assets are sorted into Asset Groups, replacing the Ad and Product groups that came with Smart Shopping.
However, Smart Shopping did provide more detailed reports and accurate audience targeting, making it easier to find the right customers for your business. This was, of course, all done manually, by the digital marketer themselves.
Performance Max constantly adjusts bids in real-time based on the performance data it receives. Google uses machine learning to do this, but you do provide your own assets, just as you do in Responsive Display Ads. The algorithms take into account various factors such as audience, target cost per conversion, conversion history, and more to optimise Ad bids.
Performance Max works alongside existing Google Ads campaigns, such as Search, Display, and Video, as they use a different targeting approach. If a query exactly matches an Exact, Phrase, or Broad keyword within your existing campaigns, Google will prioritise your existing Search campaigns over Performance Max.
It’s worth noting that Performance Max takes priority over any other shopping campaigns. This means that Ads will be shown to users over any of your standard shopping campaigns.
Performance Max campaigns also allow advertisers to select specific audiences and targeting criteria, which can be used to exclude certain audiences that are already being targeted in other campaigns.
When running multiple campaigns, it’s important to monitor performance and adjust budgets and bidding strategies accordingly, to ensure the best return on investment. This all leads to your Performance Max performing as efficiently and smoothly as possible, showcasing your Ads across a variety of platforms and creating better results for your business.
Performance Max campaigns bring many benefits to your Biddable Media strategies, but you still consider whether you actually need to use it for your business. Performance Max is best used when:
If the above applies to you, then you may want to consider adding Performance Max to your digital marketing strategy. Just remember, you must use it alongside other biddable media campaigns – Performance Max is to enhance your Ads, not override any other campaigns you’re currently running.
So, what exactly are the Performance Max benefits?
While Performance Max has been successful for many businesses (we’ve helped our clients see some great results), there are some things to be wary of when implementing campaigns.
In order to run a successful Performance Max campaign on Google Ads, it’s important to have a clear understanding of what success looks like for your campaigns. Once you know what you want to achieve, you can set clear and specific goals that will help you measure the effectiveness of your campaigns. Without these goals, you may not be able to fully optimise your campaigns and give them the best chance of success. By setting clear goals and regularly measuring and adjusting your campaigns based on their performance, you can ensure that your P-max campaigns are as effective as possible. Harry Pearson
If you decide to use Performance Max in your marketing strategy, it will need to be set up correctly. Let’s look at the asset requirements, optimising campaigns and tips to ensure you get the results you want to see.
With a Performance Max campaign, there are a number of asset requirements to ensure your Ads are successful. All assets are grouped together into an Asset Group, and are mixed and matched by Google to suit the platforms on which your ads will be shown.
When setting up your campaigns, you want to follow the Performance Max creative requirements so your copy is high quality and your images look great on different screen sizes. Google lists the asset requirements here, but we’ve summarised them below:
Performance Max campaigns are designed to bring success and perform well across a variety of platforms. There are a number of things you can do to enhance your campaigns as you set up and get things moving, maximising the benefits of each Ad.
Optimising Performance Max campaigns is a continuous process that involves monitoring the right metrics, testing different asset combinations, and leveraging audience signals to enhance targeting. By staying up to date with the latest best practices and dedicating time to consistent optimisation, you can unlock the full potential of Performance Max and achieve your desired campaign objectives. Tamas Mihaley
One key thing that you shouldn’t do with your Performance Max campaigns is to set them up and then forget about them. There may be elements of automation involved but it doesn’t do everything for you! The key is to ensure Google has everything they need to really give your Ads the best chance of success, returning to
Utilising audience signals in your Performance Max campaigns can certainly help guide Google to deliver your ads to the right people, but it’s important to keep in mind that these signals are only suggestive. In some cases, Google may still show your ads to audiences not explicitly included in your lists, so it’s essential to monitor and adjust your campaigns regularly to ensure optimal performance. – Tamas Mihaly
Our PPC and Biddable Media experts have been implementing Performance Max for many of our clients, alongside other campaigns, and the results we’ve seen are fantastic. With all the tools and expertise needed to create assets and copy that hooks your audience, and will effectively manage your campaigns to ensure they bring you success.
By leveraging the power of machine learning and audience signals, Performance Max campaigns have the potential to revolutionise the way you advertise on Google. With a focus on driving specific goals and targets, and the ability to work alongside your existing campaigns, Performance Max can help you achieve better results and reach a wider audience. As you begin your journey with Performance Max, remember to optimise your assets, consult with Google representatives, and continually evaluate and adjust your strategies to maximise success. With dedication and perseverance, the possibilities are limitless. Tamas Mihaly
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