Google’s new Performance Max campaigns technology is expected to take over all Smart Shopping by September 2022. This has left media buyers frantically researching the new “super campaign” to understand how it can work for them.
We have put together this article to explain everything you need to know about Performance Max, including what they are, how they work, what to look out for, and how they can generate leads and sales for your business
Performance Max campaigns allow you to display your ads across all of Google’s platforms in a single campaign rather than creating separate campaigns for each channel. Once you create and publish your campaign, your ad is shown across Google’s entire inventory, which includes:
The goal is to give you the most bang for your buck for as little work as possible.
Google’s machine learning automates many of the aspects that come with campaign management, like targeting. When you use any of their Smart campaigns–like Shopping, Search, or Performance Max–Google makes sure to put you in front of the audience that is most likely to help you achieve your goal, whether that be conversions, clicks or ROAS.
Google also does something similar with its bidding system. Their goal is to set your bid amount based on the likelihood that your ad will convert or get clicked. They do this by analyzing the user’s data down to their location, device, operating system and demographic. This takes a lot of the heavy lifting out of setting bids and targeting to help reach your performance goals.
In the months following Google’s announcement for Performance Max campaigns, the Growth Gurus have been testing, creating, and managing Performance Max campaigns for a number of clients. While there are a few things that we would change, we also can’t ignore the extremely high ROAS and conversions that we see from these campaigns.
Like almost everything in life, Performance Max campaigns have their ups and downs. Can this campaign get you the traffic and conversions that you are looking for? Yes.
Will you be able to see and control those winning aspects? No.
But with the technology and innovation that Google shows us on a regular basis, we’re sure that this will change soon.
Our Gurus are the best in the game when it comes to creating ad campaigns that achieve your goals. Chat with our team today to see how we can grow your business through Google Ads.
