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Performance Max (or PMax for short) campaigns have made it significantly easier for businesses to run ads across all Google channels.
They are a one campaign way to run on all Google platforms - Search, Display, Shopping, Discover, Gmail, YouTube.
In the digital marketing world, staying ahead of the curve means leveraging the latest tools which can often lead to better ROI.
Performance Max campaigns on Google Ads are a good example of this - if you get them right, your return on investment can be significant. This guide will outline how to set up Performance Max campaigns effectively in 2024.
Key Summary:
Understand what exactly Performance Max is, its pros and cons and frequently asked questions.
Learn how to set up Performance Max campaigns in 2024 best practice, with a specific structure for eCommerce and Lead Gen businesses.
Focus on asset variety and strategic audience signalling for best results.
Understanding Performance Max Campaigns
At its core, a Performance Max campaign is an all-encompassing solution designed to streamline your advertising efforts across all of Google's channels and networks. Whether it's Search, Display, YouTube, Gmail, Discover or Shopping, Performance Max campaigns use Google's machine learning technology to target ads towards your specific objectives, such as sales or lead generation.
Pros and Cons for Performance Max Ads:
Pros | Cons |
The easiest way to run campaigns across all Google channels (e.g. Search, Gmail, YouTube, Discover, Maps, Display). | Higher barrier to entry than search campaigns. |
Results can be better than traditional single-channel campaigns. | Lack of granularity in data and reporting. |
For Ecommerce Businesses
How to set up an eCommerce Performance Max Campaign:
Campaigns should focus on a category. In this instance, let’s say you're a clothing retailer and you sell both shoes and tees. You should have one campaign for each of Shoes and Tees.
Asset groups should focus on specific products or product types within that category. So, you’ve got two campaigns. Let’s look at Shoes. Your retailer sells lots of different types of shoes, right? Running, Leisure, Formal shoes? Each of those deserves its own asset group.
All asset group elements (signal, assets, listing groups) should be hyper-focused on the product / category. Okay, what are these? Asset groups are made up of three different things - signals, assets and listing groups.
Signals are how you tell Google who you want to be targeting with your assets. I recommended starting your build here, as it will make it clear to you what your targeting capabilities are. For example you may want to target people searching for things similar to ‘running shoes’, or those who are ‘in-market’ for running shoes or those who have an affinity for ‘running’ or who have browsed websites where they may look to buy runners. Want to run a campaign for 'supportive runners'? Then you can expand your signals to focus specifically on people who have searched for this or visited specific URLs (specific categories or product pages of competitors).
Listing Groups are the sets of products from your website product feed that you would like to appear in your ads. You could select all products from your site, or for example you could select products from only one category - e.g. Running Shoes for your Running Shoes asset group.
Assets are all the individual elements which make up your creative assets. Headlines, descriptions, images, videos, logos, etc. Think of them as everything which makes up your ad.
Tips for eCommerce Campaigns:
Product Feed Optimisation:
High-quality images - Ensure that the images used for products on-site are high quality, as they will be used across your ads.
Product names - Ensure that your product names are ones which you would want to see in Google Shopping ads. If not, either change your product names or utilise Feed Rules in the Merchant Center.
Pricing - When running a promotion, it is a good idea to manually change the pricing on-site so that it feeds through to Merchant Center and shows in Shopping ads (big increase in CTRs!).
Asset Richness: Utilise high-quality images, videos, and creative assets that reflect your brand. Performance Max uses these assets to create compelling ads across Google's networks.
Audience Signals: Provide Google with as much information as possible about your target audience. While Performance Max automatically targets potential customers, adding audience signals can enhance its ability to reach the right demographic. Have a play around with all elements of signals to find the right mix.
For Lead Generation
How to set up a Lead Gen Performance Max Campaign:
Campaigns should focus on a service. In this instance, let’s say you're a mechanic specialising in European cars. You could have one campaign for Servicing and one campaign for Brands. The Servicing campaign would focus on general servicing, repairs, etc. and the Brands campaign would focus specifically on different car make brands.
Asset groups should focus on specific products or product types within that service. So, you’ve got two campaigns. Let’s look at Brands. You’re a mechanic who services various different European car brands, right? BMW, Audi, Porsche, etc.? Each of those deserves its own asset group.
All asset group elements (signal and assets) should be hyper-focused on the product / category. Okay, what are these? Lead gen asset groups are made up of two different things - signals and assets.
Signals are how you tell Google who you want to be targeting with your assets. I recommended starting your build here, as it will make it clear to you what your targeting capabilities are. For example you may want to target people searching for things similar to ‘bmw service’, or those who are ‘in-market’ for car servicing or those who have an affinity for ‘BMW cars’.
Assets are all the individual elements which make up your creative assets. Headlines, descriptions, images, videos, logos, etc. Think of them as everything which makes up your ad.
Tips for Lead Gen Campaigns:
Conversion Goals: Set clear conversion goals in Google Ads, such as form submissions, phone calls or direct bookings. This guides the campaign on the actions you value most.
Landing Page Relevance: Ensure your landing pages are optimised for conversions, with clear calls-to-action (CTAs), engaging content, and fast loading times.
Audience Signals and Custom Segments: Use audience signals to inform Google about your ideal customer. You can also create custom segments based on your website visitors or customer lists for even more targeted outreach.
Performance Max FAQs
What is Performance Max?
Performance Max is a goal-driven campaign type in Google Ads that uses machine learning to optimise ad placements and bidding across all of Google's advertising channels, including YouTube, Display, Search, and more.
When was Performance Max launched?
Performance Max campaigns were introduced by Google in 2021, with continuous updates and enhancements since their inception.
Are Performance Max campaigns good?
Yes, for businesses aiming to maximise conversion value, Performance Max campaigns offer a comprehensive solution by leveraging Google's extensive network and advanced machine learning algorithms.
Can you add keywords to Performance Max campaigns?
While traditional keyword targeting is not used in Performance Max campaigns, advertisers can influence placements through audience signals, including the use of search themes that can mimic keyword-like targeting.
Does Performance Max include remarketing?
Yes, Performance Max campaigns can utilise your data segments for remarketing, reaching users who have previously interacted with your business.
Does Performance Max use keywords?
Performance Max campaigns don't rely on traditional keywords but instead utilise audience signals and other inputs to target potential customers across Google's platforms.
How do Performance Max campaigns work?
These campaigns automatically optimise ad placements and bidding strategies across Google's advertising channels to meet the advertiser's specified goals, using machine learning to target the most relevant audience.
How many asset groups can you have in Performance Max?
Up to 100 per campaign! There is no hard and fast rule here, though you will want to create each new asset group for a reason. Each new asset group should be crafted for a specific customer persona to received specific marketing material.
How to add audience signals to Performance Max?
When setting up or editing a Performance Max campaign, you can add audience signals by selecting your desired customer segments, such as website visitors, app users, or specific demographics, to help guide the campaign's targeting.
By integrating Performance Max campaigns into your digital marketing strategy, you'll be up to date with the latest that Google has to offer. You’ve got the tools you need to set up campaigns with best practice in mind. Good luck!
This guide is written by Hedgehog, a DIY digital marketing consultancy specialising in small and medium businesses in Australia. We offer digital marketing consulting, coaching, and training (and personalised Google Ads training).
Now, you have a framework to start using Performance Max campaigns effectively. Remember, the digital world is ever-evolving, and staying updated with tools like Performance Max is key to your ongoing success.
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