What Are Google’s Automated Performance Max Campaigns?
A new Google ads campaign type is in town, and it’s here to improve your advertising strategy through the power of automation and machine learning. Performance Max (PMax) campaigns were introduced at Google Marketing Live this past quarter with a primary objective to generate leads or to drive online sales without using the Google Merchant Center product feed. One feature of this campaign that advertisers can look forward to is the shopping campaign support that’s coming in Q3.
According to a Google case study, PMax campaigns grew qualified leads for MotorK, an automotive sales, and marketing technology company, by 24%. In addition, Click-Through Rate (CTR) was improved by +30% compared to existing search and display campaigns.
Let’s take a closer look at what Performance Max campaigns can help you achieve, the benefits, how to get started, and the assets you’ll need to provide Google to kickstart these campaigns.
WHAT ARE PERFORMANCE MAX CAMPAIGNS?
The Performance Max campaign type utilizes a mix of automation and machine learning to help advertisers execute their conversion goals. The campaign type has a broad reach across Google’s Network, reaching customers on:
Shopping Ad Inventory (Coming Soon)
how pmax works
Performance Max is an automated goal-based campaign type that uses machine learning to serve audiences a relevant ad with an optimal bid to maximize campaign performance.
An advertiser selects a marketing objective and then chooses the conversion goals that support the objective. To ensure that your campaigns are optimized to drive the best ROI through automation, assign more than one goal and different values to conversion to a single campaign.
CONVERSION GOALS TO SELECT FROM
• Online purchase • In-App purchase • Customer Acquisition (Coming Soon) • Loyalty sign up • Subscription • Store sales (Coming Soon) • Add to cart • Begin checkout
• Request quote • Signup • Lead form • Phone call leads • Imported lead • Book appointment • Get directions (Coming Soon) • Outbound click • Contact
• Store visit • Store sales • Calls • Local actions (Coming Soon)
According to Google, you can get the most bang for your buck with automation by using the same goals for all of your performance campaigns (including Performance Max). This can be achieved by setting a consistent account-level goal.
Understand how automation is working and how you can improve your campaign by seeing which audiences, creatives, and other drivers are impacting performance.
SHOULD I STOP RUNNING MY OTHER SEARCH CAMPAIGNS?
The short answer – absolutely not. Run Performance Max alongside your core campaigns. Keep investing in your keyword Search campaigns and running them with Performance Max to see the best results.
Why? You’ll jeopardize the reach of your campaigns and how they perform if you only rely on Performance Max because this campaign type does not utilize keywords as Search does. You don’t need to risk pausing the current campaign structure, which makes this campaign type a relatively low-risk test.
These goal-based campaigns have so much to offer advertisers looking for the best ways to reach their objectives and audience. Upgrade as you see results come in and scale it over time. Now that you understand how Performance Max works, let’s look at some of the other benefits.
KEY FEATURES OF PERFORMANCE MAX CAMPAIGNS
URL Expansion: Through machine learning, the default URL Expansion feature chooses a landing page, based on customer intent, to drive the best performance for your goal.
Asset Groups: Performance Max moves from ad formats to Asset Groups which include a set of assets that are all related to a single theme or audience. Multiple asset groups can be created per campaign.
Audience Signals: Use audience signals to alert Google that a segment of users are more likely to convert.
Reporting and Insights: New reports explain what the machine learning is accomplishing, signals that are in use, and a breakdown of performance so you can adjust your strategy.
HOW TO GET STARTED
Performance Max campaigns are currently in a Beta period and expanding to more advertisers. The Google Merchant Center product feed is not currently supported in Performance Max.
To get started, let your Google Rep know you’re interested in this new campaign type. They will confirm when you are submitted for allowlisting and approved to begin testing.
IS PERFORMANCE MAX RIGHT FOR ME?
Consider using Google’s Performance Max Campaigns types if you have the following objectives:
Specific advertising and conversion goals such as increasing online sales or lead generation
Maximize the performance of your campaign without being limited by which channel your ads appear on
Reach people across Google’s advertising channels using a single campaign
Get additional reach and conversion value beyond keyword-based Search campaigns
ASSETS NEEDED TO START TESTING WITH PERFORMANCE MAX
Drive quality performance for your campaigns by providing Google with all assets needed, so you can start testing with Performance Max.
1.Google Ads Conversion Tracking
2. Recommend campaign timeframe: At least 4 weeks
3 x 30 character headline
2 x 90 character descriptions
1 x 90 character headline
1 x 600×316 landscape
1 x 300×300 square
1 x 314×314 square (for campaigns with Store Visits goal)
1 x 128×128 logo
Recommended: 1200 × 628
Max file size: 5,120KB
5. Video (Recommended, but optional)
> 10 seconds in length
Once you provide Google with the following (reference checklist below), Performance Max can begin getting to work to automatically serve ads across Search, Maps, Display, Gmail, Discover feed, YouTube, and Shopping ad inventory in Q3 of 2021.
1. Marketing objective/campaign goal using the new Unified Goals framework
Google Audiences, incl. custom audiences (optional)
Now that you understand how Performance Max Campaigns work and what you need to get started, you can decide if it’s the right campaign type to help you reach your marketing objectives and goals.
This automated campaign type gives you the opportunity to focus on strategic performance drivers like creative optimization, campaign planning, and insights. The more creative assets provided to machine learning, the more improvement you will see in your performance.
If you have questions about Performance Max or if automation is suitable for your digital marketing efforts, do not hesitate to reach out to our team.