Google’s New Performance Max Campaign

 

Google’s New Performance Max Campaign

Google has recently unveiled the new Performance Max Campaign type, giving advertisers access to their ads across all of Google’s channels, including YouTube, Display, Search, Discover, Gmail, and Maps. This new goal-based campaign type fits with Google’s trend toward increased automation, using automation for bidding, budget optimization, accompany, and creatives, and is designed to accompany Search campaigns based on keywords. The goal of this new campaign type is to simplify campaign management and to find relevant new audiences.

The Google Network

Performance Max gives access to ads across Google’s Network. The network is divided into two main groups:

•   The Search Network: This includes the Search Engine Results Page (SERP), Maps, the Shopping Network, and search sites that have an advertising partnership with Google
•   The Display Network: This includes Google owned sites such as Gmail, YouTube, Blogger and thousands of Google partner sites

When Is It Best To Use Performance Max?

There are a number of strengths that Performance Max has to help you drive conversions. One of the biggest is the accessibility of all of your Google Ads inventory from a single campaign. One campaign covering all of this ground, combined with Google’s increasingly automated approach, can help in the following ways:

·        Data-driven attribution across channels will give you insights into the touchpoints that drive the most conversions

·        It will make finding relevant new audiences easier

·        You can engage potential customers across channels

·        Machine learning helps show the right ad combinations to the right audiences

This means that if you have specific conversion goals, are looking for a great complement to search campaigns, and aren’t limited in which channels you can use, then Performance Max is a very solid option for advertising your business. While automation is a large part of this campaign type, you still have lots of control by providing inputs like text, images, videos, what type of conversions are most valuable to your business, setting value rules (the value your business puts on different types of conversions), and audience signals. You can also let Google know where you don’t what your ads to appear by using the account-level brand safety settings.

How To Set Up A Performance Max Campaign For Success

Determining what your main objective and conversion goals are for your campaign is dependent on your specific situation. The options are:

·        Sales

·        Leads

·        Traffic

·        Product and Band Consideration

·        Brand Awareness and Reach

·        App Promotions

·        Local Store Visits and Promotions

·        Custom

If different conversion types are more or less valuable than other types for your business, then consider setting conversion values. By putting more weight on conversion types that matter more to your business, you’re telling Google to prioritize conversion types that hold more value. Google also recommends keeping Final URL Expansion on with the intent of driving more conversions on relevant searches. Keep in mind that this is a default feature for Performance Max Campaigns. Final URL Expansion shows your ad in searches that aren’t covered by your keyword-based Search campaigns and will use relevant landing pages & dynamic headlines. You can exclude any pages on your site from showing, and negative keywords will prevent your ads showing on searches that you want to avoid.

Create asset groups that are related to a single theme, such as a specific type of product or service. You can have multiple asset groups in your campaign, so keep them focused. Asset groups include headlines, descriptions, images, videos, landing pages, logos, and a call-to-action. Performance Max will assemble these assets to be channel specific and will even automatically create a video using your other assets if you don’t already have one. It’s important to have a healthy quantity of quality assets that are variable, yet still in the scope of your theme. This will allow more combinations to be shown on more channels, allowing the automation and machine learning to help show ad combinations that drive more conversions.

If you have some insights into current audiences that you want to target, then you can use audience signals to help get your campaign off to a great start. This will not only get your campaign to optimize more quickly, it will also help automation find new converting market segments that you were unaware of. Custom Segments and Your Data are important signals to provide, this includes customer match and site visitors lists.

Google also recommends using as many relevant ad extensions as possible to help your ad show more prominently. It’s best practice to do this in any campaign.

The new Performance Max Campaign type offers some really cool new options. It’s biggest strength is cross channel access, providing more useful cross channel data to help you optimize your marketing messages.

Keeping up with the flurry of changes that Google is constantly making can be overwhelming. If you find yourself unable to keep up with optimizing your ads because of the everchanging marketing landscape, Direct Placement can help you get and stay in front of the right people online so you can focus on doing what you do best.

Direct Placement, LLC is a digital marketing agency that offers a variety of digital ads and services. Our trained and certified team of Account Managers and Internet Marketing Advertisers is dedicated to helping your business achieve its advertising goals. They will work diligently with you to help ensure our advertising efforts are tailored to your specific needs. Contact Direct Placement, LLC today or visit our website to discover how we can start transforming your business one click at a time! You can also follow us on Facebook, Twitter, or Blogger for more online marketing related content.

Direct Placement makes digital marketing easy. Your Marketing Pro is a Google Premier Partner and ready to boost your ad to the top of search results. Get started now.