Google Performance Max: the latest functionality of Google Ads

Google Ads has been evolving a lot over the last few years, and that has mainly to do with machine learning. Although it has long been possible to automate campaigns with e.g. Channable, it is now also possible to run your Google Ads campaigns entirely on machine learning with Google Performance Max.

Performance Max generates automated campaigns based on inputs such as ad text, URLs and images. It delivers more visibility and marketers are left with time to make strategic choices. Yet this is not the whole story, because how does Performance Max actually improve your campaigns?

How does Google Performance Max work?

Since the end of 2021, Google has been offering a new type of campaign called Google Performance Max. It is a smart campaign that will take over Smart Shopping, where ads, such as display, video and text ads, are automated by Google based on the data you put in Google Ads inputs. As for other campaigns in Google Ads, you select conversion goals, set the campaign type (here: Performance Max) and set a budget. You also specify the campaign's reach, of course, and then you can start feeding Google keywords, images, text and URLs. The idea is that the more input you provide, the better Google can generate a campaign. Once a campaign has been developed by Google, the ads are displayed in a variety of Google channels, such as Gmail, Youtube and Google Maps.

What does Google Pmax provide?

What is interesting about Google Pmax is that it is a fully automated campaign, saving you a lot of time setting up and optimizing your Google Ads campaign. After all, Google's algorithm is used to take ad copy, targeting and budget spending to the next level to become even more visible with current, potential and unknown target audiences. In no time at all, you will have an advanced, targeted campaign. Not only will your company become more visible through advanced Pmax, but you will also gain much more insight into relevant trends and statistics. Optimization thus becomes even easier and results in high-quality Google Ads campaigns.

Does Performance Max know only benefits?

Google's sales pitch is rosy and the results don't lie. Still, there are drawbacks to Google Performance Max. For example, it's not easy to get started with Pmax as a novice advertiser, because the campaigns become successful primarily because of both the quality and quantity of input. Have you written few ad copy, offer a limited number of products or is your service still in its infancy? If so, this can detract from the effectiveness of Pmax. Moreover, if you're just getting started with Google Ads, you'll want to learn from keyword behavior, ads, audiences and planning. With Pmax, this is difficult and thus not always advisable when starting a Google Ads campaign or strategy.

In line with the lack of understanding of keyword behavior and audiences is the overall lack of understanding of the process from input to output. Performance Max functions on the basis of machine learning, which means that the process from input to output is a "black box," so to speak. While you do gain more insight into the output, it is especially important for marketers to maintain control over the entire process to gain insight into what needs to be adjusted or optimized. It also makes it unclear why Pmax is more successful for one company than another.

Providing input to and insight from Pmax

Is Google Performance Max not yet delivering the results you want, for example because you are not doing much with Google Ads yet or because you are experimenting with Pmax? Chances are you need to work on your input. After all, the input in Google Ads determines the quality of the campaign. Therefore, make sure you have a good foundation of landing pages, ad copy and data feed. For example, a good product feed inChannable provide significant benefits to a Google Pmax campaign, as Google ads automatically sync when adjustments are made in Channable. Entering audiences, logos and other assets is also important for a strong campaign. Even though the basics need to be right, keep in mind that your inputs will also be transformed into new content. For example, Google will change your self-designed ad text into similar, yet different text.

What makes the difference between your own input and Google's content? That's not entirely clear yet. What can be said is that Pmax takes a lot of work out of the hands of marketers, and the results are impressive. With Mike Rhodes' script Additionally, you can get more insight into your Pmax campaigns. Think about budget allocations of the different channels (Shopping, Display, Video and Search), quality of different ad components or daily performance of the different campaigns.

Is Google Performance Max the future of SEA?

Google's automatic generation of campaigns with Performance Max helps marketers focus on making strategic choices and targeted optimization of Google Ads. After all, they need to be less concerned with more administrative work. However, as AI developments also make clear, the question is on what information and data to optimize campaigns based on. The lack of insight into the "black box" therefore makes it difficult to determine whether Google Performance Max really is the future ofSEA is going to be. That said, developments in the field of machine learning are rapidly following each other and you can't stay behind the competition. So experimenting with Pmax is definitely recommended, but always with the risks and downsides in mind.

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