What is Google Performance Max

Google constantly introduces novelties on its platforms. In addition to standard text Google Search ads disappear, at the end of last year another novelty arrived – Performance Max campaign type.

After great results in the Beta phase, Performance Max campaigns are available to everyone.

What is a Performance Max campaign?

Performance Max is a new campaign type that allows you to access all types of Google Ads campaign at once. This campaign is designed to complement the standard ones Google Search campaigns based on keywords with access to all Google channels such as Google Display, Youtube, Gmail, Maps.

Automated campaign

The main difference between Performance Max and other Google Ads campaigns is that Google automates the targeting and delivery of ads based on the information you provide. This is an automated campaign type reminiscent of Smart campaigns. Also, Google automatically creates ads, based on the provided assets (text, images), similar to Responsive Display ads.

Campaign setup

Similar to other types of Google Ads campaign, you first set the daily budget and the method of bidding for ads (bidding). You have 2 options – Max Conversions ( CPA, cost per acquisition ) and Conversion Value ( Target ROAS, return on Ad spend ).

In the next step, you select the user’s location and language and get to the ad creation part.

• Image (up to 15)
• Logos (up to 5)
• Videos (up to 5 videos)
• Titles, up to 30 letters (up to 5 titles)
• Longer titles, up to 90 characters (up to 5 longer titles)
• Descriptions
  • 1 short description, up to 60 letters
  • 4 longer descriptions, up to 90 letters
• Call to Action (choose one of the offered phrases)
• Company name

After adding these options, on the right side of the screen is a view of your ads. You can see how it will look on YouTube , Gmail , Google Search, Display and Discover platforms.

Performance Max offers the ability to reach more people across all Google channels.

Is it better or not than other types of Google campaigns?

There is no answer to this question, the only way to find out is through tests and comparisons with other types of Google Ads campaigns.

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