Drive conversions across Google’s ad channels with Performance Max campaigns

Granular analysis and first look

Performance Max campaigns offer a unified solution for advertisers to maximize conversions across multiple Google ad channels using AI-driven strategies. These campaigns streamline ad buying and optimization, leading to significant performance improvements and allowing advertisers to reach a broader audience effectively.

In-depth Summary

Overview:

• Performance Max campaigns allow advertising across YouTube, Display, Search, Discover, Gmail, and Google Maps.
• Uses Google’s AI to optimize ad performance and increase conversions.
• On average, advertisers see a 13% increase in total incremental conversions.

Campaign Rollout:

• Now available to all advertisers globally.
• Retailers should continue using Smart Shopping and Local campaigns during the holiday season.
• In 2022, these campaigns will upgrade to Performance Max.

Getting Started:

• Conversion Goals:
  • Identify and set goals for Performance Max to optimize.
  • Set conversion values to prioritize important goals.
  • Use offline conversion imports for offline sales.
• Budget and Bid Strategy:
  • Use Smart Bidding to set real-time bids.
  • Choose Maximize conversion value or Maximize conversions based on goals.
• Final URL Expansion:
  • Keeps URL expansion on to drive more conversions.
  • Matches relevant queries using landing pages on the website.
• Creative Assets:
  • Upload varied assets grouped by themes.
  • Google’s AI uses these to create optimal combinations.
  • Auto-generate videos if none are available.
• Audience Signals:
  • Use Customer Match, website visitor lists, and custom segments.
  • Helps AI optimize performance faster and uncover new segments.