Google Ads Performance Max Campaigns Best Practices

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In this new article on Search Engine Journal, Google Google shares best practices for optimizing Performance Max campaigns following an expanded rollout to all advertisers.

Google Ads Performance Max campaigns are now available to everyone. Performance Max campaigns are a new way for advertisers to buy and optimize ads across YouTube, Display, Search, Discover, Gmail and Google Maps. This campaign type launched in beta last year as a complement to keyword-based Google Search campaigns.

Following the success of the beta, Google is rolling out Performance Max campaigns to all advertisers worldwide. Keep reading to learn more about how this campaign type works and how to get the most out of it.

What is a Google Ads Performance Max Campaign?

A Performance Max campaign allows businesses to buy and optimize ads across YouTube, Display, Search, Discover, Gmail and Google Maps. Businesses utilizing this campaign type are able to promote themselves across all Google Ads inventory, leading to more customers and conversions. Performance Max helps you achieve your goals in four main ways:

Increasing conversions and value: Capitalize on conversion opportunities in real-time with automated bid adjustments.
Finding new customers: Google's real-time understanding of user intent, behavior, and context can help you target new audience segments with more relevant ads.
Gaining richer insights: The Insights page now includes data on Performance Max campaigns.
Working together with automation: Drive better results with automation by providing high-quality creative assets and information about which audiences are likely to convert.

Google says advertisers that use Performance Max campaigns in their account see an average increase of 13% total incremental conversions at a similar cost per action. Performance Max offers a unique benefit for retailers and local businesses, as they have an opportunity to access ad inventory and formats not available with Smart Shopping or Local campaigns. Businesses can now run local campaigns on channels like YouTube, Search, and Discover, which they weren't able to do before. Performance Max is such a superior option for retailers and local businesses that Google is scrapping Smart Shopping and Local campaigns next year.
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