Performance Max (PMax) was introduced at Google Marketing Live (GML) 2021 and has been met with mixed reactions, with some seeing great results and others struggling with mixed performance due to a lack of control.
Understanding whether PMax will serve your account well depends on these basic criteria:
- What is your budget?
- Are your individual channels performing well?
- Can you provide all the creative materials?
While there is no clear yes or no, these questions can help you predict the success of PMax campaigns for your brand. Before we dive into these questions, let’s take a quick look at this type of campaign.
What is Performance Max?
Performance Max campaigns cover all types of Google PPC ads (except Local Services Ads) and allocate budget and creative where the algorithm thinks it can be most beneficial to your marketing goals. This means that instead of running separate search, display, video, Discover, and Shopping campaigns, you have one campaign/budget that covers all of these channels.
Currently, keyword exclusion requires panama mobile database working with a Google representative, which means that the finished campaign doesn’t allow for the use of negative keywords in the way we’re used to.
These campaigns require text and visual creative. If you don’t provide your own creative (images and videos), Google will create them for you. These creatives tend to not perform as well, so it’s important to have your own visual assets ready.
How to find out if PMax campaigns are right for you?
The right decision to run a Performance Max campaign depends on three things: budget, existing campaigns, and creativity.
What is your budget?
All advertising channels have different auction prices. Depending on your budget, you may or may not be able to rely on a channel that would serve you well. In general, your budgets should allow for at least one qualified lead or sale per day . If your budget can’t support enough clicks to drive that, you have the following options:
- Increase your budget to get enough clicks per day.
- Adjust your targets/keywords so that you don’t enter expensive auctions.
- Leave the channel and go to another one.
- For limited budgets, visually-oriented researching popular food blog niches placements like display and video are typically cheaper than SERP (search engine results page) placements. With PMax, smaller budgets can get advantageous placements that would otherwise be unattainable.
Larger budgets can also succeed with PMax, but PMax can become a bit of a black box for budget allocation and you may have to pause other channels as well.
How are your other channels doing?
All Google Ads channels can reinforce each other. Paid search can only drive transactional traffic if your potential customers know to search for what you offer. Brand sentiment alone can’t drive sales if your beloved followers can’t find you. Investing in PMax will give you coverage, but it also means abandoning existing campaigns.
If your search campaigns are cpa email list performing well, PMax layering could potentially steal traffic from you. Additionally, if you run branded campaigns to protect your brand (and other campaigns from false positives), PMax could duplicate those efforts.
However, if you are having trouble Are Performance Max with Google search auction pricing, PMax can be a great option.
YouTube is the biggest risk of cannibalization . YouTube campaigns allow for much more control over creative and targeting. If your YouTube campaigns are performing well.