Google Ads are evolving and advancing towards easing the process for marketers and advertisers. Have you come across the performance max google ads concept? Today, we will discuss all you need to know about Google Performance Max.
What is Performance Max?
Performance Max is different from the other Google campaigns that automate targeting and delivery of campaigns depending upon the information provided by the advertisers.
It is an automated campaign type, reminiscent of a Smart campaign. Google automates ad creation based on the assets provided by the advertisers. It’s similar to the way how responsive ads work.
Besides this, you may find some similarities between the Performance Max and social campaigns- in a manner that they both run on multiple channels and placements in dynamic ad formats. Additionally, the performance metrics by the audience on the ad campaigns and the placements are limited.
Where does Performance Max Run?
All the Performance Max Google Ad campaigns run on all the inventory of Google. This is what sets the Performance Max marks itself differently from other campaigns. It can be on any platform from- Search, Gmail, YouTube, Display, and Discovery Campaigns.
What are the Options available with Performance Max?
Whenever advertisers set a campaign under Performance Max, they also choose the objective. It enables the alignment of the product feeds and location based on the goal of the ad.
Budget & Bidding
After this, the budget is set for the campaign, and the right bidding strategy is chosen. Even though the bidding strategy options also include “max conversion” and “max value”, you can also select the “max CPA” or “target value/ conversion. This allows the advertisers to use the relevant strategies like Target CPA and Target ROAS.
Location, language, and Ad Scheduling
The next step is to choose the location. As of now, Performance Max is not set with the Google Ads Editor, therefore, targeting customers via these campaigns is a little hectic. If you are planning to target a lot of locations at once, you can select “choose another location”. It further expands to a blank space and you can see the “advance search” link. Clicking on the “advanced search” link in order to import bulk locations at once.
After setting up the location, it is time to set up the language. Then, move ahead to schedule your ads, and your campaign dates.
Advanced URL Options
Note that the URL options are essential for any campaign to run. By default, Google tends to define its URL unless you toggle off the option. You may choose among the options available on Google to send the traffic to the relevant URLs that Google sees fit and send the traffic to exclude the links. You may add tracking templates too.
Setting up “Asset Groups”
Now, you are taken to set up “asset groups”- an effective ad similar to any responsive display ad. It is called an asset group because it acts as an asset to all the platforms and ad campaigns. Multiple asset groups are created while planning google ad campaigns.
Informing Automated Targeting
There is one set of targeting for every campaign designed. Select the audience to get insight into who to target. Google clearly states, “Your ads will automatically be shown to people who are most likely to convert for your goals. You can speed up optimization by providing audience signals.” The ad campaigns you run will also be delivered or shown to the audience who show similar interest as the audience group mentioned. The data is used to identify similar audiences who show similar interests and behaviors.
Setting up Ad Extensions
The last step is to add ad extensions. You may opt to use existing extensions on account-level, or you may create specific site links for better Performance Max campaigns. The campaigns suggest you create lead form extensions. You may choose to add price extensions, promotion extensions, structured snippets, callouts, and others.
What does the Performance Max Report Include?
Performance Max Reporting is recognized as a shortfall. During Google Marketing Livestream, there was an announcement by the advertiser’s feedback regarding the transparency of reporting. It was said that Google would take the necessary steps to improve transparency within the Max campaigns. However, yet, it is not clear what the reporting will look like in the future.
In the current form, reporting is limited. Advertisers have reported on campaigns as any other campaign performance. Here are the things you need to do as an advertiser:
- Report on the top-level performance of the campaigns.
- Report on the performance of the location
- Report on performance based on hour, days, or combined.
Though you can create multiple asset groups, you cannot get a reporting asset group performance. You can have a report on the performance by the responsive display ad but breaking down them into an individual asset is not possible.
With the Reporting on Performance Max, you also do not get information on “targeting”. The targeting parameters are used as indicators in order to identify different potential markets. These only provide a means to identify the qualifiers and indicators for helping other prospects. In the end, there is no way to figure out who saw the ad. It does not give any information on audience, keywords, and demographics.
How does Performance Max Work?
Performance Max campaigns maintain a CPL of 21.4% lesser compared to the non-brand search campaigns. The CPL was also estimated to be 22% less than the display ads which works very well for the particular account. There was an overall increase in the total conversion by 5% with the use of Performance Max. It was capped with the set budgets., however, there was still scope to push for more.
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