More and more marketers are turning to Performance Max as Performance Max campaigns are making use of automation to help marketers drive more conversions. It is Google’s goal-based ad campaign format that helps to target those customers that are most likely to convert.
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The automation capabilities of Performance Max have made it an inviting option for those looking to enhance their search campaigns.
At the global product lead of Google Ads, SMX Next, Rodney Ip, shows marketers how to use them to their fullest potential.
He said; “It’s a new goal-based campaign that aims to increase online sales, generate more leads and drive more store visits to physical business locations.”
He also added by mentioning, “It’s designed to run alongside keyword-based search campaigns so you can easily drive more conversions across the full range of search, display, YouTube, Gmail, and Discover formats, all from a single campaign.”
“Performance Max puts your business goals front and center, and prioritizes these above other signals by inputting your specific conversion goals,” he added.
Performance Max complements keyword-focused search campaigns through automated bidding and targeting.
So, marketers who are looking to expand their customer reach and place a greater emphasis on goal completion, will definitely want to ignore all that these campaigns have to offer.
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Automated bidding and targeting through cross-channel optimization
“Users help Performance Max understand what conversions matter most to your business,” Ip said. “Thanks to this focus on goals, Performance Max campaigns will leverage automated bidding and targeting technology, data-driven attribution, and automatically tailored ads to help you find more customers wherever they are across Google Ads.”
“Automation can help you invest your budget more effectively and dynamically allocate spend where the highest ROI opportunities are,” he added.
Source: Rodney Ip
By using a fishing analogy: fishing in multiple ponds versus fishing in the ocean, Ip illustrated the benefits of cross-channel automation. Using the single-channel campaigns is much like the former; you might catch a big fish but it’s difficult to know if you’re missing other big fish in the other ponds.
“Cross-channel optimization in Performance Max is a lot more like fishing in the ocean,” he said. “With all of Google Ads’ inventory combined, you can use automation and Performance Max to cast a wider net in one body of water where you can easily catch all of the biggest fish. Use Performance Max to find new customers wherever they are and simplify your campaign management.”
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Marketers should have these to ensure the Performance Max campaign automation sticks to their goals:
– Conversion value rules for reporting.
– Audience signals that unveil user intent.
– High-quality text, videos, and images.
Performance Max conversion best practices
Ip has noted a few best practices that will help marketers improve conversion quantity and quality and get the most out of their campaigns.
Choose actionable conversion goals.
All campaigns will not have the same goals, so as a marketer you should make sure those they input are valuable to your organization.
“For example, if lead farms, phone calls, and store visits all contribute to your sales, make sure the Performance Max campaign is targeting and optimizing toward these specific goals,” Ip said. “This results in being able to maximize your marketing outcomes.”
Ip also recommends that using value-based bidding strategies helps to determine the worth of conversions wherever they occur.
He said; “Set values to represent the relative importance of different conversion goals.” This will help Performance Max automation understand and prioritize the conversions that are most important for your business.
Most conversions take place in offline spaces and Performance Max campaigns allow you to import and measure them alongside online conversions.
“For lead gen advertisers, you can also pair Performance Max with offline conversion imports,” said Ip. “Providing this data about which leads result in sales will help Performance Max drive higher lead quality across channels.”
Performance Max highlights the shift to automation in digital advertising. Marketers looking to get ahead of the game would be wise to see what these campaign types have to offer.
“We will continue investing in it and building new features to make it even easier to understand and manage your campaign to drive better results,” Ip said.
Do get in touch with our agency for lead generation marketing in San Jose to successfully implement Performance Max campaigns that will drive your lead generation process.
Final Words
Performance Max is a new goal-based campaign type. With this, performance advertisers can access all of their Google Ads inventory from a single campaign.
Performance Max is designed to complement your keyword-based Search campaigns. It also helps you find more converting customers across all of Google’s channels like YouTube, Display, Search, Discover, Gmail, and Maps.
Do get in touch with our PPC service in San Francisco for expert guidance and support in incorporating the same successfully.
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