Google Ads | Online Marketing | Search Engine Advertising

Why You Should Use Performance Max Campaigns on Google Ads

Increase Your Conversions with Automated Bidding and Targeting Cross-Channel

Performance Max campaigns are the new Campaign Type in Google Ads that allow you to run a  single goal-based campaign across all of the Google network properties including:

  • Display
  • Search
  • Maps
  • Discover Feed
  • YouTube
  • Gmail
  • Shopping Ad Inventory

This year the performance max campaigns will absorb shopping ads and local ads.

What is unique about performance max campaigns?

Performance Max is a new goal-based campaign type that allows performance advertisers to access all of their Google Ads inventory from a single campaign. It’s designed to complement keyword-based Search campaigns and help you find more high-value customers across all of Google’s channels like YouTube, Display, Search, Discover, Gmail, and Maps.

What stands out about this campaign types is that you only need to create one campaign and Google automatically serves it on the different channels. Normally, you would set up  a search campaign, a shopping, display and video campaign separately, with Performance Max however, this is all done in one instance.

Through machine learning, your ads will be delivered on the channel where they are most effective in reaching your set goals. How? By learning from  user signals where the best interaction with the ads takes place. In the past,  if you have several campaign types set up, you would have to check their performance and optimize the budget per channel individually. Now, Google does all of this automatically, like it does for programmatic advertising.

This drives a stronger performance because the algorithm has a holistic overview over all channels. According to Google’s data, Performance Max campaigns drive ca 15% more conversions at the same or lower cost per conversion. Our experience also shows that Performance Max campaigns drive a higher volume of conversions with the same budget, especially with regard to shopping campaigns.

When to use performance max campaigns and when not?

The Performance Max campaigns are especially effective in driving conversions, It is definitely worth looking into this new Google campaign type if you have clear targets for maximizing conversions or ROAS. Additionally, if you have a smaller budget, it might make sense to let Google do the automation and find the most effective channel for you. If your goal is Brand Awareness and reaching a large audience however, you might want to consider Display and or Discovery campaigns instead.

Tips to get started

In general if you choose to run a  Performance Max campaign, we advise to set them up parallel to your standard Search and Shopping campaigns until you see that the Performance Max campaigns are outperforming your old campaigns. At this point, you can pause your old campaigns and focus your investment in Performance Max.

If you would like assistance in setting up and optimizing Performance Max campaigns, we are happy to help.

Would you like assistance for Performance Max campaigns?

Read more about Pay Per Click advertising