Performance Max campaigns are a type of advertising campaign that Google announced at the end of 2021 and fully implemented in the last quarter of 2022. Performance Max campaigns show the culmination of Google's artificial intelligence. It aims to increase conversion rates and use all the budget allocated to Google by promoting simultaneously and optimally on all platforms.
Google states that the Performance Max campaigns will increase conversion rates even more, although it is unsettling for users to expand the control of artificial intelligence to this extent. Google has created support teams and prepared guides so users can make the most of it.
The most basic point here is to know that all the facts to
be considered while preparing other valid campaign types for the Performance Max campaign type, but there are more issues to pay particular attention to for Performance Max.
Performance Max campaigns use Google Artificial Intelligence, and you shouldn't limit its range of activities to give it a target. From this point of view, the following should be emphasized to benefit from Performance Max campaigns to the maximum extent.
Table of Contents
1. Optimally Defined Conversions
Initially, you have to decide what and how to measure it when defining conversions. After the decision is made, creating an ideal Google architecture, including the values of micro and macro conversions and repetition rates, are necessary. When you ensure the measurement is made healthily, it should be added to the relevant campaign according to its targeted purpose.
2. Generating Audience Signals
Another important aspect of a campaign is identifying the target audience. The target audience should be added to the campaign as an audience signal along with new targeting groups, considering the audiences accumulated in Google analytics. The target audience should never be too narrow or too broad. These added audience signals will help Google's artificial intelligence reach the right target in the shortest time and with the least budget. The process to be operated here will save users time and money.
3. Preparation of Ad Texts
The time for "Content is King!". As with all Google campaigns, this rule also applies to preparing advertisements so does for Performance Max campaigns. An ad with good content will take you a shorter route to your goal.
4. Using Images and Videos
One of the most important features of Performance Max campaigns is Google shows your Ad on all channels. This pushes users for quality and engaging visual content.
5. Compatibility Among Creatives
While preparing the advertising properties, care should be taken to ensure that the item groups are compatible with all types of content and product groups. The titles, short titles, and descriptions to be determined here must be in harmony with the products in that item group, which will significantly increase your conversion rates.
6. Don't Forget Ad Extensions
The most important principle of a Google digital marketing specialist is to take advantage of the opportunities Google offers as much as possible. Advertising extensions can be given as an example in this regard. Ad plug-ins will increase the visibility of your Ad, enable potential leads to reach more information, and increase your click-through rates (CTR.)
Conclusion
Google's Performance Max Campaigns aim to increase conversion rates and make the most out of your Ads budget. To benefit from this type of campaign, it's important to define conversions optimally, generate audience signals, prepare quality and engaging content, ensure compatibility among all creatives, and use the Ad extensions. By following these tips, you can make the most of Google's AI technology to achieve your goals effectively and efficiently.