Performance Max is a type of Google Ads campaign that allows advertisers to display their ads across multiple Google ad networks, including Google Search, Shopping, Display, Google Maps, Discovery, and YouTube. Performance Max campaigns use Google’s machine learning algorithms to optimize ad delivery and target the most relevant audience for each ad, making it an effective way to reach a wider audience and drive conversions.
Benefits of Performance Max Campaigns:
- Increased Reach: Performance Max campaigns enable advertisers to reach a broader audience across multiple Google networks and platforms, maximizing their ad exposure.
- Automated Optimization: Performance Max campaigns use machine learning algorithms to optimize ad delivery and target the most relevant audience, eliminating the need for manual optimization and saving time and effort for advertisers.
- Budget Efficiency: Advertisers can set a target for return on ad spend and the Performance Max campaigns use machine learning to achieve that ROAS utilizing the provided budget.
Down Side of Performance Max Campaigns:
- Limited Control: Advertisers have limited control over ad placement and targeting in Performance Max campaigns, as Google’s machine learning algorithms determine where and to whom ads are shown.
- Limited Insights: Google has removed all data for things like where an ad is shown and what search terms drove clicks, so advertisers are completely in the dark about what’s working and what’s not. This forces you to look at the data as a whole instead of picking apart the details.
- Limited Customization: Performance Max campaigns have limited customization options for ad creatives, which may not suit advertisers with highly specific branding or creative requirements.
- Slow-Moving: Performance Max campaigns require a learning period to optimize ad delivery and targeting, which means it usually takes quite some time to see results. Advertisers who want to pivot quickly in their spend or return goals are not able to.
- No Audience Targeting: Performance Max campaigns may not be suitable for advertisers who require highly specific audience targeting, as the campaign’s algorithm targets audiences based on broader demographics and interests.
My stance on Performance Max campaigns? They can work for some clients but don’t make sense for others. I really approach these campaigns strategically and don’t run them blindly. I don’t implement all of Google’s recommendations and instead do what makes the most sense for my client, their budget, and their goals.
If you feel like you need some help with your Performance Max campaigns, or are wondering if these campaigns are right for your business, please reach out and let’s talk!