Google Ads Performance Max Campaigns
If you attended the Google Marketing Livestream 2021 event, you are likely already aware of Google Ads Performance Max Campaigns. If not... Let me catch you up to speed.
Google Ads Performance Max Campaigns are currently in beta, expanding out to more advertisers over time. It is a goal-based campaign which gives you access to all of Google Ads inventory (such as search network and display network) within a single campaign.
Performance Max Campaigns are designed to help you find new customers across all Google Channels whilst complimenting keyword based search campaigns. They primarily use smart bidding in order to generate results based on the campaign goals specified, whether that be sales or leads.
Whilst there is a large element of automation, you can input your own marketing goals such as target CPA and target ROAS. You can also input your own creative assets, data feeds and audience signals.
Benefits
Google states that performance max campaigns will help you find more converting customers, drive more value and acquire rich insights. This campaign type also works best when you have specific goals and you want to reach users across a number of channels.
Our Thoughts
Whilst Google’s machine learning has come a long way and there are some effective strategies available within the platform, such as target CPA and target ROAS. Their smart campaigns haven’t proven to be the most cost effective, typically spending a lot and delivering very little in return. However, hopefully the combination of both automation and user input will work nicely together and allow for a more effective campaign type.
If you missed out on the Google marketing livestream and want to read more about the new features they are introducing within the platform click here.
Click here for Pay Per Click training to get more insight on how you can take your PPC campaigns to the next level.
