As we know, Google campaigns have become increasingly automated over the years, and the next step in its their evolution to complete automation has been the launch of Performance Max (pMax). This campaign scenario incorporates all Google advertising formats (also meaning it covers all aspects of full-funnel activity), with the primary goal of driving online sales, leads and conversions.
Our PPC (Pay Per Click) experts have started testing Performance Max campaigns for a whole host of clients across lifestyle, sport, and beauty. Below we detail our initial thoughts on this newly launched campaign type, but first, let us dive into everything you need to know about Google’s Performance Max Campaigns.
What is Performance Max?
PMax is an automated campaign type that dynamically allocates budget to the best performing channels across Display, Search, Shopping, Video, and more. Currently, this campaign type will only replace Smart Shopping, Gmail, and Local campaign
Why should you care?
Are you planning your performance marketing for Q3? As of later this year, pMax will replace Smart Shopping. Currently, if both Smart Shopping and Performance Max campaigns are running, Google will prioritise Performance Max spend. Therefore, you will immediately see a drop in both spend and performance on shopping campaigns if both run at the same time. We advise only running one type of shopping campaign to ensure Google doesn’t prioritise one over the other.
What are the benefits of running Performance Max campaigns?
For new advertisers, Performance Max is an easy set-up alternative to manual campaign types. Google dynamically allocates budget and tests multiple channels against different audience signals. This makes the campaign simple to manage, with optimisations occurring through machine learning capabilities.
Audience signals are key data points that the advertiser can set relating to their audience, whether that be through direct targeting groups, or retargeting previous website visitors.
What are the cons of running performance max campaigns?
Performance Max campaigns are still well within their infancy, and their full potential could still be ahead of us, with Google constantly introducing new updates to the platform. One keynote is that pMax campaigns do take a longer time to optimise, this is due to Google’s machine learning. However, once up and running Google will dynamically target the best-performing channels and distribute the budget in with the optimal strategy.
Similar to alternative automated campaigns, the lack of control and insight data is one of the larger concerns with this campaign type, when a campaign underperforms it is exceedingly difficult to edit the campaign and improve performance.