What is Performance Max in Google Ads?

Google Ads can feel overwhelming with so many campaign types and platforms to advertise on; you may not know where to start. You may be asking what are Performance Max ads. 

Launched back in 2021, Performance Max (PMax) is Google’s latest solution to help users supercharge their advertising, allowing them to advertise its entire network, in a bid to make campaign management easier. In this guide, I’ll break down what PMax ads are, how they work, what to watch out for, and how they can help your business when set up correctly.

Simply put, Performance Max is a goal-based campaign type in Google Ads that uses automation to show your ads across all of Google’s channels, including Search, Display, YouTube, Gmail, and Maps, all in one campaign.

The main benefit of using a Performance Max campaign is that you are able to increase your reach with less micromanagement. This is a great campaign type for businesses that lack the time or resources to manage multiple campaign types. 

It uses real-time data and audience signals from the information you provided it with to target users at the most opportune time.A great way to think of it is like setting your destination in Google Maps; Google figures out the best route using real-time data.

Machine learning and automation are what power PMax, automatically testing different versions of your ads across all of Google’s platforms. You give it the building blocks within the Asset Group; headlines, descriptions, images, videos, and audience signals, and Google does the hard work, mixing and matching these to figure out what works best to bring you conversions.

Google’s algorithm is working behind the scenes, constantly learning from real-time data, e.g., who is clicking, where’s converting, and where it’s happening. Whilst analysing this data it is also adjusting things like bids, placements and which assets to show and where to get you the best results.

Where Ads Show:

• Google Search
• YouTube
• Display
• Gmail
• Maps

Google understands that users don’t always want to rely on Performance Max to get the best results for them without any visibility. Read how Google is introducing AI Max to Google Search campaigns, and how it could help you expand your reach

Performance Max campaigns simplify setup and expand your reach across all Google platforms, but they do come with a trade-off: less control. Designed by Google to save you time by avoiding separate campaigns, I advise against solely depending on PMax. 

Instead, leverage it in conjunction with your existing campaign strategies. This way, you can effectively capture additional, potentially overlooked, relevant traffic.

Performance Max campaigns, while powerful, give Google significant control. Although there is now some Channel Performance Reporting available for better insights into ad performance, allowing for targeting adjustments based on this data, overall visibility remains limited.

Direct control, like keyword targeting or selecting channel priority, is absent. Therefore, careful Audience Signal setup is crucial. Leverage custom segments, remarketing lists, and negative keywords to guide targeting effectively.

Ultimately, Performance Max success hinges on the quality of creative assets and the precision of conversion tracking. It’s essential to plan and execute these aspects thoroughly to get the best results.

Think of Google Performance Max as a tool that helps you advertise on all of Google’s platforms, like YouTube and Search, all at once, without needing to be a tech expert. It’s easy to use, but since Google is doing the heavy lifting, you have less direct control. 

To get the best results, make sure to provide lots of different types of ads (images, text, videos) that really speak to who you want to reach. Also, give Google hints about who your ideal customer is with Audience Signals and block irrelevant search terms by feeding it negative keywords. Finally, don’t rely only on this one tool. Use it alongside your other advertising efforts to reach even more people.

Do you want to learn more about PPC, SEO, and tracking? Explore our blog for more tips and guides to help you take your business to the next level.