Performance Max is a new goal-based campaign type that allows performance advertisers to access their entire Google Ads inventory in a single campaign. It’s designed to complement your keyword-based search campaigns and help you find more converting customers across all Google channels including YouTube, Display, Search, Discover, Gmail, and Maps.
Performance Max helps you improve performance against set conversion goals and deliver more conversions and value by optimizing performance in real-time and across channels using Smart Bidding. Performance Max combines Google’s automation technologies for bidding, budget optimization, audiences, creative, attribution, and more. They are all supported by your specific advertising goals (for example, if you have a CPA or ROAS goal), as well as the creative assets, audience signals, and optional data sources you provide.
What network does Performance Max run on?
Performance Max campaigns can run across Google’s entire inventory, which is very different from Google’s other campaign types. Performance Max campaigns can run on all placements filled by Search, Display, YouTube, Gmail, and Discovery campaigns.
Are Performence Max campaings worth trying?
With a multi-campaign strategy, you might have responsive search ads, responsive display ads, etc. with different themes and messages that you need to compile in different places or analyze separately. With Performance Max, you can test and evaluate all of these from one place to make strategic marketing decisions faster.
When used correctly, it can yield impressive results: I define it as “if used correctly”, because if you have the right inputs and clear goals, Performance Max should work for you (in theory). By correct typing, I’m mostly referring to what you want Google to search for in terms of audience targeting. I recommend using first-party data — that is, if you have a list of existing customers, pass that on to Google instead of relying on AI to figure out who your target audience is. Doing this can save you quite a bit of money.
