What is Google Performance Max Campaign and How to Create It?


What is Google Performance Max Campaign?

Google Performance Max is a type of campaign automation, Google automates the delivery and the target of the campaign based on the information that is provided by the advertisers. Performance Max is a new target-based campaign that enables performance advertisers to access all their Google Ads inventory from a single campaign. It is created to compliment your keyword-based Search campaigns to support you in finding more customers across all of Google’s channels like Gmail, YouTube, Display, Search, and Maps.

Performance Max helps in driving performance on the basis of your particular conversion goals. It also helps in delivering more conversion by optimizing performance in real-time. It uses Smart Bidding Performance Max that merges Google’s automation technologies across bidding, audiences, budget optimization,  attribution, and more. They’re all administered by your explicit advertising goals and audience signals, creative assets, and optional data feeds you provide

Benefits of Performance Max Campaign

Let’s look at the benefits of Performance Max Campaign. Here are some of them.

  • Unlock new audiences across channels and networks of Google with Google’s real-time understanding of customers’ preferences and intent along with your input using audience signals. 
  • Performance Max helps in engaging customers across Google’s channels. 
  • Performance Max provides you the option of customized goals that are important to your business. It maximizes conversion value.   
  • Drive better performance against your goals. 
  • Get more transparent insights
  • Steer automation with your campaign inputs.
  • Simplify campaign management and easily optimize your ads. 
  • Performance Max asset reporting can help you understand which creatives are impacting performance and help you optimize campaign creatives to drive ROI.

How to Create Google Performance Max Campaign

When you create the Performance Max Campaign, you finalize your goals first. Then, the product feed and store locations are connected based on your goals. Let’s have a look at how to create a Google Performance Max Campaign.  

Budget and Bidding

 After choosing your objective, you will set your budget. You will also select how your bidding strategy will be. It should be noted that the bidding strategy selection involves max value and max conversion. However, you can also set a target conversion/value or a max CPA so that you can leverage Target ROAS and Target CPA strategies.    


Location, Ad Scheduling, and Language

After setting your objective and budget, you will set your locations. At present, the Google Ads editor does not support Performance Max. Therefore, setting up the targeting is more tiresome than most campaigns. You need to select “enter another location” if you have a lot of locations to add. The “enter another location” will then expand to include a blank space and an “advanced search” link. You need to click the “advanced search” link to bulk import locations. 

Advanced URL Options

After that, you need to create URL. Google defines its own final URLs by default unless you control that option off. If you allow Google to send traffic to any link that it feels fit, you do have the option to exclude links, as well.

Setting Up Assets Groups

After the above process, you will be directed to set up an “asset group”. It is effectively an ad, which will be similar to a responsive display asset. This “asset group” is referred to as an asset group because it works as an asset to all platforms. There is an option of creating multiple “asset groups” for the advertisers. 

Informing the Automated Targeting

Now you are directed to select audiences to give insights to Google about whom to target. Each campaign only has one set of targeting. Google highlighted the point that “Your ads will automatically be shown to people who are most likely to convert for your goals. You can speed up optimization by providing audience signals.” It means that your campaign may not only be delivered to the targeted audiences. Instead, Google also keeps an eye on the audiences you provide for signals. Your provided data will be used to identify similar consumers that are likely to exhibit the same behaviors and interests.

Setting Up Ad Extensions

Finally, you need to add your extensions. You can choose to use existing account-level sitelink extensions or opt and create specific sitelinks for the Performance Max campaigns. The campaign will put forward extension formats based on your goals. For example, if your primary goal is lead generation, the campaign will recommend creating a lead form extension. There is also an option of adding price extensions, structured snippets, callouts, call extensions, and promotion extensions.  

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