e key questions to determine if PerformanceMax is right for you //
Performance Max (PMax), launched at Google Marketing Live 2021, has received mixed reviews. Others struggle with a mixed bag of performance due to lack of control.
These core criteria will help you determine if PMax is the right choice for your account.
- What is your budget for the year?
- Are your individual channels performing well?
- Do you have all the creative assets available?
These questions will help you predict the success of PMax for your brand, even though there is no definitive “yes” or “no”. Let’s take a look at this type of campaign before we answer those questions.
What is Performance Max?
Performance Max campaigns include all Google Ads, except Local Service Ads. The algorithm will allocate budget and creative to the areas where it thinks they can be most effective for your marketing goals. Instead of running Search, Display, Video, Discover, local, or Shopping campaigns individually, you can have one campaign/budget that covers all channels.
As of now, you must work with your Google representative to exclude keywords. This means that the campaign out-of-the box does not allow for .
These campaigns require both textual and visual creative. Google will produce your creative (images, videos, etc.) if you do not provide them. These types of creatives are not as effective, so you should have ready visual creatives.
What is PMax?
Budget, existing campaigns and creative are three factors that will determine whether you run a Performance Max Campaign.
What is your budget for the year?
All advertising channels are priced differently. You may or may be able, depending on your budget to invest in a channel which would benefit you. Your budget should, as a rule of thumb allow at least one qualified sale or lead per day. If you don’t have enough budget to support that many clicks, then your options are:
- Increase your budget to ensure you get enough clicks each day.
- You can adjust your keywords/targets to avoid entering costly auctions.
- Change the channel.
When budgets are limited, visual placements such as display and video tend to be cheaper than SERPs (search engine results pages). with smaller budgets are able to get bargain placements by using PMax.
PMax is also a good option for larger budgets, but it can be a little bit opaque when it comes to budget allocation. You may even need to stop your other channels.
What are the other channels you have?
All Google Ads can be used to empower each other. Paid search will only bring in transactional search traffic when your prospects are aware of what you have to offer. If your loyal followers cannot find you, brand sentiment will not be enough to drive sales. If you invest in PMax, your campaigns will be covered. However, this means that existing campaigns must be abandoned.
PMax can steal traffic from your successful search campaigns. If you run -branded campaigns in order to protect your brand and your other campaigns against false positives, PMax could duplicate these efforts.
PMax is a great option if you can’t afford to pay the high prices of Google Search.
YouTube is the biggest threat to cannibalization. Youtube campaigns give you much more control of the pace and targeting. Hold on PMax until all other channels are failing if your Youtube campaigns are working.
Do you have all the creative materials?
The PMax campaign is sometimes referred to a “black box” campaign, because it doesn’t provide as much information on specific queries and placements. This encourages advertisers, however, to focus on messaging mapping creativity. optimization of your Performance Max campaigns is more about focusing on audience signals and creative assets than on negative keywords and placements.
Visual creative assets are essential for any PMax campaign. You can use:
- Images that work with all Display and Google Discover spots
- Video Ads for 15- and 30-second Spots
- High-resolution logos
Performance Max may not convert as effectively as standalone campaigns if you are unable to provide the entire creative. You can find out more about Performance Max campaigns here.
You can only find out if Performance Max suits you by trying it.
Google Ads performance max campaigns can generate significant profits for brands that have a strong visual identity and know their target audience . PMax is not without its pros and cons, as well as polarized viewpoints.
Tests are the best way to ensure you’re running no redundant campaigns. You may want to pause standalone campaigns when running PMax in order to avoid budget cannibalization.
You can focus on your creative and audience if PMax performs better than standalone campaigns. If PMax fails to perform, you can still run your standalone campaigns. You won’t be under pressure to create creative for channels that you did not intend to run.
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