How to get the most out of Performance Max
Google offers businesses an innovative tool for advertising campaigns – Performance Max. It is an AI-based feature that manages the display of ads across multiple sites simultaneously. The tool works in automatic mode and does not require any active human intervention.
The main objective of Performance Max is to improve search and media advertising results. The tool offers a range of automated functions that help improve the efficiency of marketing efforts. With its help, companies can expand their audience reach and increase conversions.
The system works as follows:
- the advertiser prepares the necessary materials for the promotion in advance: texts, images, videos;
- the worker enters information about the target audience: demographic data, behavioural characteristics;
- then the specialist uploads performance metrics into the system, which will be used to evaluate the campaign;
- the tool processes the information received and creates creatives based on it;
- the system uses the Smart Bidding approach to manage advertising rates.
The tool has proven to be highly productive in increasing sales for various business niches.
Service benefits
The system automatically assigns bids for adverts by evaluating market competition, keywords and other factors.
PMax advantages:
- Broad audience reach. With this tool, you can place ads on various digital channels, including Google, YouTube, Discovery, Shopping and Gmail.
- The system automatically analyses the performance of creative and selects the best option.
- Automatic bidding. This feature efficiently optimises the marketing budget and achieves better results.
- Availability of a wide range of reports to help you track the effectiveness of your campaigns.
- Easy campaign management and creation. PMax offers intuitive campaign management functionality.
The tool ensures that adverts are shown to the target audience at the most appropriate time. This significantly increases the likelihood of attracting new customers.
However, for all its benefits, Performance Max does have some limitations. Firstly, it requires a minimum investment of US$50 per day to use. This can be a significant amount for a new business that is not yet profitable. Secondly, the results of using the tool may not be immediate. The system takes about 6 weeks to adapt the AI algorithms to the data of a particular company.
Tips to maximise the tool’s effectiveness
Google has published a guide to help you get the most out of Performance Max. The developer suggests starting with testing. The algorithms learn from existing campaigns by analysing different approaches and strategies.
Setting the right goals also plays an important role in the tool’s effectiveness. Based on these, you should choose metrics that allow you to regularly monitor progress.
The optimal time to analyse the performance of a campaign is between 4 and 6 weeks. Before that, the algorithms are still learning, which affects productivity.