Articles on: Google Ads

Presentation of Performance Max campaigns in detail

rticles on : Google Ads

Google never ceases to amaze us. The platform is getting better with the introduction of its new type of advertising campaign: Performance Max. With this revolution, Google allows all advertisers to increase their sales on the different Google channels thanks to an automated campaign type. It's great, we admit it, we're bowing down. Especially since, in this way, it is possible to reach a larger audience, more efficiently and with less energy. What more could you ask for?

So, are you ready to discover the best practices for launching your Performance Max campaign?

At Feedcast, we understand that the digital world, while exciting, can seem vast and complex to some. That's why we want to simplify the management of these topics and make users aware of best practices. Let's look into the depths of Performance Max together!

Performance Max in a few sentences?

As mentioned before, Performance Max is a 95% automated type of campaign.

Where once you had to have one campaign per channel, now it is possible to run a single campaign on all six Google channels. This is a real turning point for the Google Ads era.

The very change is in the paradigm. Before, users paid for a defined location and the structure was manually built around several campaigns. Now, Performance Max itself brings in the buyers, respecting the desired target type and, above all, addressing the entire tunnel**, i.e. Top to Bottom. Interesting, isn't it?

Why was it created?

Performance Max was created because the consumer conversion journey has become more complex and the touch points are increasing. This made it more difficult for sites to adapt and there was a clear need to continue to reach the consumer at the right time and in the right way.

So, the promises made by Google are simple: find more converting audience, define a richer information view and increase value.

But don't panic, setting up a Performance Max campaign is not that difficult with Google. However, you need to define clear and precise objectives.

First, you will need to apply to Google. So far, so easy. When this is accepted, you can create a Performance Max campaign by defining your objective. In fact, to help the algorithm better understand it and create the best possible ad combinations, you will be asked to fill in several elements, including textual elements. In addition, although the targeting and bidding is automated, you have the ability to define the target audience to help the algorithm get your campaigns in front of the right people.

Beware of the pesky element: ideally, budget at least five times your average cost per acquisition (CPA) per day.

There's no end to the tips. We'll give you a few more best practices for launching an effective PM campaign!

Define significant conversion objectives and define their values, so you can prioritise the importance of each objective

Choose an adequate budget and bidding strategy, in order to offer the best possible bid in real time and optimise your budget

Enable the final URL extension, this will identify queries that are generating conversions not included in your keyword-based campaigns = more relevant queries

Add audience signals that will help you optimise your performance by reaching the target that is most valuable to you, you speed up the learning period of the algorithm among other things

Finally, import different varieties of creative elements into your element pool. Texts, images, videos. This will allow you to be visible on a larger inventory. Efficiency and better combinations.

Usually, after at least 6 weeks of campaigns, you will have enough data to compare your results and get an idea of how your campaigns are performing. Once this phase is over, you can check whether or not you are getting better results with the Performance Max campaign.

We're honest here at Feedcast and, yes, in general, Performance Max shows positive results.

In fact, the creation of PM is based on known successful elements.
To put it simply, Google has taken the magic recipe from Facebook and used some appetizing ingredients:

A super-powered algorithm
Interest-based audience targeting
The use of insights on campaigns
Image and video content

With all this, PM is undoubtedly the future of Google Ads.

Nobody is perfect and some negative points remain to be raised. Indeed, PM can lead to :

A lack of control due to the removal of optimization features,

A notable increase in CPC (cost per click)

Cannibalisation between campaigns if one relies solely on Performance Max

So, Performance Max is still in beta version and can still evolve, but the first results are encouraging. As can be seen here, automated campaigns are a real time and money saver.

What you need to remember: Google leaves the algorithm as much room for manoeuvre as possible to optimise, while the job of e-tailers is to focus on relevant assets that speak to the world of their targets.

At Feedcast, we understand this paradigm shift. So to ensure your migration to Performance Max, subscribe to Feedcast!

Updated on: 27/01/2023

Updated on: 03/03/2023

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