Performance Max campaigns are the hot new thing in the digital marketing world of Google Ads. 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.
Performance Max combines Google’s automation technologies across bidding, budget optimization, audiences, creatives, attribution, and others. Performance Max campaigns will replace Smart Shopping and Local campaigns with Performance Max campaigns by the end of Q3 2022 or the month of July, 2022.
Based on its features, you can decide if it’s the right campaign type to help you reach your marketing objectives and goals through digital marketing services.
How to create a Performance Max campaign?
The stepwise process of creating the campaign is as mentioned below.
1. Select the Campaign Objective. For example – sales, leads, website traffic, local store visits and promotions.
2. Confirm your conversion goals. For example – Leads, phone calls, purchases, etc.
3. Next, choose the Performance Max option under the Campaign type.
4. To begin with, write the name of your campaign and enter the daily budget and choose your bidding strategy. Just like a smart shopping campaign, you can add the target ROAS to receive the best results.
5. Under campaign settings, select the target language and location.
6. Under final URL expansions, you have the option to choose to send traffic to ‘provide URLs only’ or to the most relevant URLs. This feature allows you to target a specific landing page for that particular campaign.
7. After this, you have an option to add account level negative keywords where you can exclude unwanted search terms. However, this feature is not available as yet.
8. Next, you have to create an asset group where you enter the final URL, images, videos, logos, 5 headlines up to 30 characters, 5 long headlines up to 90 characters, 5 descriptions – 1 of 60 characters and others 4 of 90 characters.
Here, the video is created by Google itself if it finds the section empty. To upload your own video, you must enter the link of the video uploaded on your Youtube account.
9. Under audience signals, you can add the audience according to custom segments, website visitors, similar to converters, interests, demographics and more options. The audience signal helps the campaign to optimize itself faster for the right audience.
10. In the next step, you can add extensions like call extensions, sitelink extensions, price extensions and so on. The process is similar to that for Search Campaigns.
11. The campaign is now ready to be published. It is advised to give the campaign at least 4 weeks of time before the campaign analyses an asset’s quality.
How is the Performance Max Campaign different from Smart Shopping Campaign?
1. Increase in placements – Performance Max Campaigns also allow you to display your ad on Discovery and maps using the same asset group.
2. It has a wider reach as compared to smart shopping campaigns.
3. In terms of control, you can add and edit an asset group based on its quality.
4. Just like a smart campaign, the Performance Max campaign also has a low level of transparency.
5. The Performance Max campaign does have an impact on search campaigns according to the various experiments conducted by some of the prominent marketers.
What is the analogy of Performance max with existing Google Ads campaigns?
1. Ad groups -> asset groups
2. Ads -> assets + audience signal
3. Product group -> listing group
Key points to note:
Smart shopping does not work at all after the creation of the Performance Max campaign. It is possible that all your shopping campaigns slow down or pause after the creation of the Performance Max campaign as it dominates the other campaigns. To avoid this, you must make sure that there is no overlap of products between Performance Max and existing shopping campaigns.
Conclusion
To conclude, the Performance Max campaign uses machine learning and automation to optimize the assets for best performance. It helps you find new audience segments by analyzing real time user intent, behavior and context relevant to ads. It also provides you insights to help you understand how automation is working to improve performance of campaigns. It also shows a combination report to display the combination of text and images and find top performing assets.
To have a deeper understanding and get more information regarding Performance Max Campaign, you may contact us or visit our website www.bmconsulting.in
_______________This blog has been compiled by Ayushi Sharma_________________________________