Google’s Performance Max is a powerful new campaign type that allows advertisers to access all of their Google Ads inventory from a single campaign. This goal-based solution combines smart bidding, targeting, and machine learning algorithms to maximize the performance of your campaigns and help you reach more customers on multiple channels.
In this blog post, we’ll discuss why you should consider using Performance Max for your digital marketing campaigns and explain some of its key benefits.
1) Reach More Customers
The first key benefit of using Performance Max is that it allows you to reach more customers than ever before. By combining multiple ad formats into one campaign, you can target customers across all inventory types such as YouTube, Search, Discover, Gmail and other channels with one single campaign. This helps to save time and resources as you don’t have to manually adjust bids for each channel or create separate campaigns for each format, which can be very time consuming.
If you’re new to Performance Max, it’s beneficial to speak to a specialist Google Ads agency who will be able to help you with the campaign strategy, activation and on-going management.
2) Optimize Your Bids
Performance Max also uses smart bidding and machine learning algorithms to optimize your bids for each channel so that you get the best results with your budget. You no longer have to worry about overspending on certain channels or manually adjusting bids – the algorithm will automatically adjust them based on performance data, ensuring that you get the most out of your budget.
Based on your audience inputs, ranging from first-party data to in-market audiences, the algorithm will bid on the likelihood of the user converting on your landing page.
3) Target Specific Audiences
Another great benefit of Performance Max is its ability to target specific audiences with tailored ads. Using demographic data such as age, gender and location, you can create ads that are tailored specifically for those audiences – increasing the chances of conversion while minimizing waste in terms of resources and money.
That said, it’s important to note that Google will generally bid for users outside of your audience input list as it seeks to further expand your campaign reach and maximize performance.
4) Access New Inventory
Lastly, by using Performance Max you can access new inventory types such as video ads and shopping ads which were previously unavailable through other campaigns types. For example, if you wanted to run an ad on YouTube but didn’t want to use TrueView or Universal App Campaigns (UAC), then Performance Max would be your best option as it allows you access to all available inventory types across YouTube in one campaign type.
This gives you access to more potential customers who may not have been reached through traditional campaigns and increases your chances of success significantly.
Conclusion
The best practice is to include all asset types within your campaign, including images, text and video, in order for your ads to serve across all Google’s inventory.
Overall, Google Performance Max is an excellent tool for digital marketers looking to maximize their campaigns’ performance while minimizing their costs. With its combination of smart bidding, targeting capabilities and access to new inventory it is sure to be a valuable addition to any digital marketing strategy.
