What is Google Max Performance?
Google Ads still reigns supreme in the ad world and now Google has taken all the best features from its ever evolving platform and released Google Max Performance. The big question is what are Google Max Performance campaigns and are they right for my business? We will break down what this new feature is, how it works, and if it is right for you... spoiler alert - it's not for everyone.
Google has just announced a new campaign type for its advertisers - Performance Max. This new type of campaign allows businesses to manage all of their Google Ads campaigns from a single location, making it easier to track and optimize performance across all channels. Performance Max is designed for businesses that want to expand their reach and find more customers through all of Google's channels, including display, YouTube, discovery, search, Gmail, and Maps. If you're looking for a more efficient way to manage your Google Ads campaigns, Performance Max may be the perfect option for you.
If you're not familiar with all of Google's advertising campaign types, it's enough to know that a Google Max Performance campaign is not the same as a traditional campaign. You (the client) are entrusting Google with making the greatest decision when it comes to which Google Ads campaign style to devote the most resources to your target audience. This can be a weary feeling especially for experienced marketers simply because you are giving up the ability to specify your goals.
How does Google Max Performance work?
Google's Performance Max allows you to reach consumers across Google channels. With real-time knowledge of consumer goals and preferences, together with your input based on audience signals, Performance Max may open up new client demographics that you didn't anticipate.
Google has been slowly releasing Google's FLoC over the last year which measures data without browser based tracking. Pushing browser based tracking out of the way allows Google to measure user data on a much larger level than before. Max Performance is using a combination of FLoC's learning and browser based data. The outcome is a massive amount of user signals that help Google reach and convert users into customers.
Is Google Max Performance right for my business?
As with any Google Ads campaign type, there is no one-size-fits-all answer. The answer lies in your business goals and what you hope to achieve with your Google Ads campaigns. If you're looking for a more efficient way to manage your campaigns and want to tap into new customer demographics, Performance Max may be the right choice for your business.
After extensive testing and use case, we've discovered that Google Max Performance performs well for businesses that already have a presence in the advertising limelight, as well as those with a large number of visitors. Google Max Performance helps you amplify your existing Google Ads campaigns into a powerhouse for these buyer types.
On the other hand, we have found that Google Max Performance does not work as well for businesses that are starting from scratch with their Google Ads campaigns. If you're new to Google Ads or are just beginning to invest in paid advertising, we recommend starting with a traditional campaign type before moving on to Performance Max.
Our overall thoughts about Google Max Performance
Once again Google has outdone themselves by creating a new way to reach customers and refine their delivery. Max Performance has lots of benefits for sure, but it also has its drawbacks. If you are the type of business or marketer that is dead set on defining every metric and goal manually in Google Ads, then maybe it isn't for you.
On the other side, Google has an incredible understanding of data gathering and targeting, and utilizing FLoC coupled with Max Performance style campaigns is a great step in the right direction. We have seen amazing growth and steady performance using Max Performance with our clients.
Google Max Performance is a great tool for businesses that are already using Google Ads and want to expand their reach. However, we don't recommend it for businesses that are just starting out with Google Ads. If you're not sure which campaign type is right for your business, contact us and we'll be happy to point you in the right direction