Google Ads Performance Max Campaign
Performance max campaign basically allows you to use one single campaign to access all of your ads inventory. Depending on your specific conversion goal, your ads will appear on all available Google’s channels such as Gmail, YouTube, Maps and Search.
This kind of campaign lets you select a campaign type when you have advertising objectives like “Sales”, “Leads”, “Website Traffic” or “Local store visits and promotions”. The campaign combines automation technologies that are empowered by your ads objectives. It is also possible to create it without a goal’s guidance . Hence, you can take steps to build your campaign around these goals:
- Store goals
- Store goals using a Business Data Feed to promote local products
- Online sales or lead generation goals
- Online sales goals using a Merchant Center feed
Advantages of Performance Max Campaign
Recently, performance max has properties superior to Smart Shopping campaigns. Here are some of the benefits:
- Engage customers with real-time knowing of their preferences.
- Reach new converting audiences by Google’s recommendations with Audience Signals.
- Refine campaign control and optimize your ads.
- Understand creatives and find the best asset with rich insights. Current insight features are not limited to the visitors or search terms.
- Follow rising search trends and develop strategies for different audience segments with Audience and Search Term Insights.
- Create several assets in every performance max campaign with asset groups.
After teaching your expertise, machine learning will be able to make accurate forecasts about which is best for your ads account. Therefore, it will find potential customers with the optimal bid. Data-driven attribution improves your conversions based on your goal.
Google has an asset guideline, and here is a summary for you:
Images: Add up to 15 images.
Logos: Add up to 5 logos.
Videos: Add up to 5 videos. (If you don't upload any, it'll be auto-generated from the other creatives you upload.)
Headlines: Add up to 5 headlines (maximum 30 characters).
Long headlines: Add up to 5 long headlines (maximum 90 characters).
Descriptions: Add one short description with a maximum of 60 characters and up to 4 descriptions with a maximum of 90 characters each.
Call-to-action: Choose from various layouts and enter the name of your business or brand.
Ad URL options: Add the pathway for your display URL and choose a different final URL for mobile.
Bidding and Budget Strategy in Performance Max Campaign
You will need to set an amount of budget when creating a performance max campaign. This budget brings the monthly charging limit. The charging limit refers to your average daily budget multiplied by the average number of days in a month. While the campaign progresses, you may realize you are spending more than your daily budget for some days. Don't worry, the total cost will be balanced and you will never exceed the limit you set and overpay during the campaign period.
Tip: Try an average daily budget of at least three times your CPA
Two bid strategies you can choose:
- Conversions: For the campaign to try to achieve the Target CPA you entered, check the box for “Set a target cost per action”
- Conversion Value: For the campaign to try to reach the Target ROAS you entered, check the box for “Set a target return on ad spend”
How to Create a Performance Max Campaign
Navigate to “Campaigns” and click on “+” button
Choose your goal and create a new campaign
-If none of them suits, select “Create a campaign without a goal’s guidance.”
Select “Performance Max” as the campaign type and click “Continue”
Confirm conversion goals
Write your daily budget and choose a bidding strategy
Select your target locations and enter a campaign name
If you want to exclude some locations, go to “Campaign settings” > “Location” target
Click “Exclude” for the desired location
Lastly, pick the languages for the campaign
Set asset group for each audience
In this step, we suggest you also set “Audience Signals”, although it is optional
Your performance max campaign is ready!
Don’t forget to also check negative keywords, excluded locations and URLs for your campaign to work best. If possible, limit your campaign to a single URL and edit the list of words you don’t want to use in ads. Track what types of searches your ads appear on. Check your stats weekly for the first 6-8 weeks of the campaign because after this period the machine learning will work more smoothly.
