![]() ![]() Preview of a display placement on YouTube for this Performance Max campaign Google Ads will then mix and match all of these elements to come up with a different ad depending on the placement. To be able to do this, you link Google Ads with your Google Merchant Center feed, and a bunch of assets like headlines, images, and videos. If you’re familiar with Google Ads, Performance Max basically is a merger of Smart Shopping with Dynamic Search Ads. Think of a combination of a Search, Shopping, Display, and YouTube Ad. Like I mentioned above, Performance Max campaigns (also called pMax) do a lot of things at once. ![]() Google can claim its black box works better, but I look at is as your duty as a responsible advertiser to understand how exactly Performance Max works!īecause that way, you’re able to make better-informed decisions! How Do Performance Max Campaigns Work? Along with less control, Performance Max also provides fewer insights into where your budget is being spent. Google will decides what your ad looks like, where, when, and to who it is shown to.īy taking more control, Google claims it can produce more conversions at a higher return on ad spend (ROAS) vs what you could on your own.īut that’s of course what you would expect Google Ads to tell you. So it’s important to understand how they work can help you come up with a better strategy for your specific situation.Ī second reason to care about Performance Max is because it shows the future of Google Ads. Performance Max is here to stay and it’s gaining in popularity. Image source: Mike Ryan & Smarter Ecommerce Here is a chart showing the shift from Smart Shopping to Performance Max. But the real breakthrough came after advertiser were forced from Smart Shopping to running Performance Max campaigns back in September 2022.Īnd that shows in the Performance Max adoption rates across the world. Performance Max campaigns were launched in November 2021. You can show ads in all those different channels, with a single campaign that takes less work to set up and manage!īut if you’ve worked with Google Ads before, you might hear alarm bells ringing □ Is Performance Max worth it? If you’re not very familiar with Google Ads, this might sound great. ![]() With this campaign type Google uses machine learning or AI to figure out what type of ad to show to a particular user. Unlike specific campaigns that target a single ad format, like Standard Shopping campaigns, Performance Max targets all ad formats with a single campaign. Performance Max is a campaign type that can show ads across all Google’s advertising channels: Search, Shopping, YouTube, Display, Discover, Gmail, and Maps.įor that reason, I call Performance Max the Frankenstein monster of Google Ads. Using Performance Max Results Effectively.Google Merchant Center business settings.How to Create a Performance Max Campaign.Impact of Performance Max on Other Campaigns?.Downsides of Performance Max Campaigns?.What Are the Benefits of Using Performance Max?.Is Performance Max Better Than Standard Shopping?. ![]()
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