Google’s newest campaign type is a revolutionary step in fueling automated ads, Google Performance Max Ads, roll over display ads, search ads, display ads! The question being asked is how will it deliver? Is the reliance on automation and intelligent algorithms the best decision, allowing Google to do the thinking and spending of your digital advertising budget?
In this blog post, we will discuss some of the crucial aspects that make Google Performance Max Ads a vital ingredient for your paid advertising campaigns.
What are Google Performance Max Ads?
Performance Max is a campaign type in Google Ads where you outline a roadmap with a specific goal, give some indication on the ideal target audience that Google will expand on and provide all the necessary assets what you are going to advertise. On the output end, Google auto-generates ads that serve the purpose with utmost efficiency across all the Google ecosystems. It means you can trigger impactful paid ad scenarios on SERPs, Maps, Display, YouTube, Gmail, etc. all via a single campaign.
5 Reasons Performance Max Can Help Scale Your Brand Fast
The prime focus of Performance Max is to make your advertising efforts on Google’s networks easier and more impactful, maximizing the intelligent intent and user data of Google’s algorithm to deliver ads to the right person, at the right time, sometime before they knew they even needed your product or service and thereby shortening the path of conversion. Yes, Google is smart! Performance Max does the heavy lifting when it comes to finding the customer, combining the perfect content by pulling the most resonating ad together from the assets and driving the user to the goal. The catch is you need to provide enough content for Google in assets. These assets should be generated for the intended avatar or audience. Like Tiktok ads, there needs to be a prolific volume of fresh media or content for the system to work with to the max.
If you’re an ecommerce brand, doing Google Shopping, Performance Max will changeover to listing groups (product groups) which are essentially the same groups used in the current shopping campaigns.
Once set up correctly Google Performance Max ads will help you locate and compete for your ideal customer when they are in the market to buy. Using Performance Max Google Ads, you can evaluate and test all these things from a single place, enabling you to craft better and more robust PPC strategies.
Centric Around Strategic KPIs
Strategic optimization, strategy building, and advanced PPC reporting are the core focus points of Performance Max Google Ads. Performance Max is like running a multi-campaign approach in a single campaign, with the assets in place, Google serves up responsive search and display ads, Gmail, discovery and more across its network. The interesting challenge is Google is in control, deciding on the destination URL to get to the goal, serving up ads through understanding the target customer journey and number of actions needed to get them to convert.
Audience signals have replaced keywords in the campaign – these are the intended audience to kick start the campaign before Google does a better job of finding likely similar audiences that convert. Knowing your avatar to inform and build a well-constructed ad campaign on every channel has always been critical, and Performance Max planning is no different. A sneaky maneuver we just love, is you can target a brand’s competitors by brand name signaling to Google where to find your ideal customers.
Evaluating campaign KPIs you will overtime home in on key performance indicators to help you scale profitably.
Provide Promising Outcomes When Used Correctly
Planning and strategy do count for an effective campaign. With the correct input values and information in place and crystal clear and predefined goals, Google Performance Max Ads can be your most impactful utility. With correct and relevant inputs, you’ll achieve a faster result and greater return on investment. In this regard, it is highly recommended to use first-party data. For instance, if you have a list of existing customers or clients, leverage this data instead of completely relying on the AI or ML algorithms to understand your buyer persona. Know the competition and leverage it. Supply Google what you can and then let Performance Max do the rest.
Address Omnichannel Needs Via a Single Campaign
Performance Max Campaign also capitalizes using the potential of AI and ML just like its sibling campaigns, but moreover, it allows you to run a single campaign to ensure productivity across all Google Ads platforms like:
- Google Display Network
- Google Maps
- Search Ad Network, etc.
Performance Max enables retailers to skyrocket their eCommerce or omnichannel sales by unleashing the true potential of all Google ad platforms leveraging a single campaign. For instance, a B2C eCommerce brand can transform its video ads into a digital storefront to showcase its best or featured products and services on YouTube. It helps them hook their high-quality prospects who spend a significant part of their time watching relevant videos.
Industry-leading eCommerce platforms like Shopify, BigCommerce, & WooCommerce have already partnered to leverage Google Performance Max Ads. Performance Max surely sounds like the solution for brands needing to be omnipresent.
As Performance Max Google Ads are centric around performance, all you need to do is craft a single campaign objective (sales, leads, clients, customers, etc.). Once you do that, your campaign and performance across all channels will be automatically optimized under the supervision of advanced ML models simultaneously.
Improve Customer Acquisition Costs & Boost ROAS
As we have discussed above, the Performance Max Google Ads model enables us to implement an effective PPC campaign across all Google inventory services. It allows us to attract more prospects while reducing time, effort, and money by leveraging omnichannel engagement. More engagement directly translates into higher conversion rates.
According to early results and available statistics, Performance Max Google Ads can increase conversion rates by 10-15%, on average.
How Google Performance Max Is Different from Google Smart Shopping?
By offering you insights into Google-native data, Google performance max gives you a bigger perspective of how prospects interact with your products or services on a single platform.
While Google Shopping plays a vital role in boosting the performance of eCommerce businesses, it eventually becomes complex to ensure and optimize the outcomes it offers. As a result, it ultimately comes amidst limited success & less control in the longer run.
Google recognized such limitations and tried to upgrade most of its features related to Smart Shopping that solely depend on Google data and the key upgrade was to replace Google Site Search with Google Performance Max.
Another shortfall of Smart Shopping is the absence of comprehensive keyword reports. Performance Max restored this crucial aspect for its users. You can now leverage valuable insights related to your keywords categorized according to their search intent. Additionally, Google Performance Max also offers valuable insights into your customers’ demographics.
Leverage Advanced Functions & Utilities
Performance Max Google Ads also incorporate ad extensions. After identifying and evaluating your goals, the Performance Max model recommends different ad extensions such as price extensions, site links, callout extensions, and call extensions.
Why Choose Beyond Points for Your PPC Strategy?
Outsourcing an authentic PPC advertising agency helps you streamline most of your paid advertising efforts and focus on core business areas. At Beyond Points, we are passionate about helping entrepreneurs achieve success online.
Our team got its start in Google Ad campaigns years before the privacy crunch of 2021 when Google truly emerged as a powerful platform for digital marketing. Through our extensive experience working with clients at all stages of brand growth, from start-ups to established global brands, we have gained a deep understanding of how people use Google and other social media platforms.
Whether you have just launched a business or scaled a growing brand, our team at Beyond Points will help you navigate the ever-changing world of digital marketing and reach your desired audience with confidence and precision. Let us help you tell your story and grow your brand to its full potential!
Ready to perform to the max! Message to book in for a chat here.