Google Ads: Performance Max – What You Need To Know

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What is a Performance Max campaign? 

Google Performance Max is a type of campaign available on the Google Ads platform that allows advertisers to maximise their return on investment (ROI) through automated bid optimisation. With Performance Max, advertisers set their target ROI and Google’s algorithms take care of the rest, continuously adjusting bids in real-time to maximise conversions within the target ROI.

Performance Max also allows advertisers to set specific ROI targets and budgets, which can help to ensure that the campaign stays within the desired ROI range. This can be particularly useful for businesses with limited advertising budgets, as it allows them to focus on maximising the value of their ad spend rather than just driving as much traffic as possible.

Performance Max uses machine learning to continuously optimise bids based on real-time data. This means that the campaign can adapt to changes in consumer behaviour and market conditions, which ensures that the campaign stays effective over time.

Why use a Performance Max campaign on Google Ads? 

Performance Max can be a powerful tool for businesses looking to maximise the ROI of their Google Ads campaigns. By automating bid optimisation and focusing on conversions rather than clicks, Performance Max can help businesses to get the most out of their ad spend and drive more value from their digital marketing efforts.

PMax is best to use when you want to access all of Google’s advertising channels using a single campaign where you can maximise your reach and conversion value. 

Are there limitations to using this campaign?

There are of course a few potential drawbacks to using Google Performance Max campaigns.  

While the use of machine learning can provide benefits, it also means that the campaign is reliant on algorithms to make optimisation decisions. This can be less predictable than manually managing bids, and there may be instances where the algorithms perform differently than expected.

With Performance Max, the bid optimisation is fully automated, which means that advertisers have less control over the specific bids that are placed. This can make it more challenging to fine-tune bids for specific keywords or placements.

Another limitation of PMax campaigns is that it has fewer targeting options compared to other campaign types. For example, you cannot use specific demographics or interests to target your ads.

Get started with a PMax campaign

Trio Media are a Google Premier Partner, meaning we are trained and accredited by Google to deliver the best practices in PPC. We can help you achieve a successful performance max campaign that’ll generate ROI and drive brand awareness and sales. Get in touch with one of our PPC experts today to see how we can help you.