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What Is Performance Max

Performance Max is a type of Google ad campaign that has been around for a couple of years now. It is a goal-based campaign approach, and allows advertisers to access all of their Google Ads inventory from a single campaign.

Is Performance Max Best For You?

This campaign type is designed to complement keyword-based Search campaigns, and helps advertisers find more converting customers across various Google channels. Think YouTube, Display, Search, Discover, Gmail, and Maps.

Performance Max campaigns use an element of AI to optimise your budget and bids in real-time. This helps drive more conversions and increase overall campaign performance. While using Performance Max campaigns, we’ve seen average increases of 18% in total incremental conversions at similar cost per action. We currently use these ad types for many of our clients. Be warned! Your standard search campaigns may potentially look quite lacklustre by comparison, especially if budgets demand that they’re running below recommended weekly spend levels.

PM campaigns offer the advantage of being easy to manage as they are consolidated into a single campaign. This can provide convenience for advertisers promoting their products or services across the Google Network, or those with multiple campaigns. What’s the downside?You will NOT have key word granularity with this type of ad. No ability to define negative keywords, and no keyword pausing. Ultimately, the performance is the trade off, even if you’d rather not be spending any budget on brand keywords.

Overall, we’ve found that Google Performance Max ad campaigns maximise reach, and achieve campaign goals.  Yes, the AI element is useful, as is the wide range of Google advertising channels, but they will still require management.

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