Everything We Know About Google’s Performance Max Campaigns
Google’s been playing the ad industry like a fiddle. Its “Performance Max” ad campaign, which was launched earlier this month and will run through the end of the year, is one of the most sophisticated and subtle ad campaigns we’ve ever seen. It’s a campaign that’ll make a lot of people unhappy, but it’s only going to last a few months.
The new campaign promises to help Android app developers optimize their code for “performance” in the Google Play store. How exactly does Google intend to do this? And how will the average developer know if Google’s optimization team is actually doing any work on their behalf? With the new “Performance Max” initiative, Google hopes to prove to developers that it can scale up their performance by applying machine learning techniques to improve their Android app’s performance on the Play Store.
Following Google’s announcement of the wider rollout of the Performance Max campaign, many questions were asked about what this campaign is, how it differs from other campaigns and how it works. The purpose of this post is to answer frequently asked questions and help advertisers prepare.
What is Performance Max?
The main difference between Performance Max and other campaigns is that Google automates the targeting and delivery of the campaign based on information provided by the advertiser. Performance Max is a type of automated campaign similar to (but slightly different from) Smart Campaign. Google automates the creation of ads, but only on the basis of supplied assets, such as responsive display ads. There are also some similarities between Performance Max and social campaigns, in that they work on multiple placements with dynamic ad formats and there is limited reporting on audience and placement results. View More information below
On which network does Performance Max run?
Performance Max campaigns can be run on all of Google’s inventory, which makes them different from other types of Google campaigns. Performance Max campaigns can be run in any of the slots occupied by search, display, YouTube, Gmail and discovery campaigns.
What are the options and controls in Performance Max?
When you create a Performance Max campaign, you select a goal. Depending on your objectives, you can link product flows and store locations.
Preparation of budget and proposals
Then you set your budget and choose your bidding strategy. Note that the bidding strategy options include maximum conversions and maximum costs. However, you can also set a maximum CPA or a target cost/conversion, so you can use the target CPA and target ROAS strategies.
Location, language, advertising
Next, choose a storage container. Performance Max is not currently supported by the Google Ads publisher, so setting up targeting is more cumbersome than for most campaigns. If you want to include multiple locations, you can choose to enter a different location, which will open an empty location and an Advanced Search link. Click the Advanced Search link to have the ability to import locations in bulk. View More information below You can then select languages, advertising times and campaign dates,
Optional URL parameters
URL parameters are important. By default, Google determines the end URLs themselves unless you disable this option. If you allow Google to direct traffic to the links it deems appropriate, you have the ability to exclude links.
Power group configuration, also known asannouncements
You will then be prompted to create an asset group, which is an ad, similar to a responsive display asset. This asset group is called an asset group because it serves as an asset for all distribution centers. Advertisers can create multiple asset groups.
Information on automated targeting
Each campaign has only one set of target groups (i.e. no ad groups). You can select a target audience to get an idea of who Google should focus on. Google notes: Your ads are automatically shown to the people most likely to convert to reach your goals. You can accelerate optimization by giving signals to your audience. This means your campaigns can target more than just this one audience. Google is more interested in the audience you are giving signals to. They use this data to identify similar consumers who are likely to share similar behaviors and interests.
Defining display extensions
Finally, add your extensions. You can use existing account-level sitelink extensions or select and create your own sitelinks for Performance Max campaigns. The campaign offers expansion formats according to your objectives. For example, if your main goal is to acquire leads, the campaign will suggest creating a form extension for potential customers. You can also add structured snippets, price extensions, share extensions, conversations and call extensions. View More information below
What does Performance Max report?
The performance report was identified as a weakness. During the Google Marketing Livestream conference, it was announced that advertisers had provided feedback on reporting transparency and that Google would be taking steps to improve the transparency of Google Max campaigns. It is not clear what reporting will look like in the future. So I’m going to share my experience of reporting as it stands. The coverage, as it stands now, is limited. Advertisers can report on the results of the entire campaign, just like any other campaign. If it’s broken, the transparency is gone. First, what you can do:
- Advertisers can report on the results of their campaigns at the highest level.
- Advertisers can report on location data (and if advertising for a network, a store report based on location extensions is available).
- Advertisers can evaluate performance by time of day, day of week and day and time combined.
Now the things that can’t be reported. Although you can add multiple facility groups (announcements), it is not possible to run performance reports per facility group. For example, you can. B. currently reports responsive ad performance for display ads, but you cannot meaningfully break down this performance by individual business unit. In Performance Max, you can’t even take the first step of breaking down measurements by asset group (display). View More information below There is also no information on the intended use. Remember that the targeting parameters provided are used as indicators to identify other potential consumers in the market. The listed target groups are therefore not necessarily used as target groups, but rather as a means of identifying qualifiers and indicators that help identify other potential consumers. Finally, there’s no way to determine who saw your ad – no audience reports, no keyword reports, no demographic reports, etc. This also means that there is no way to add exceptions for these things. Advertisers cannot report device performance or make exceptions. Since I have not connected the product stream, I cannot comment on the product-level performance report.
How does Performance Max work?
Before I begin, I want to say that I was one of the beta testers of Performance Max and so I will share my experience. Mileage may vary. In my experience, Performance Max campaigns retained a 21.4% lower CPL than our unbranded search campaigns, which were deployed entirely with unfunded budgets. The CPL was also about 22% lower than the ad, which tends to work very well for this particular account. With Performance Max, we were able to increase our total conversions for the month by about 5% on a limited budget, so there is still room to increase volume. View More information below It doesn’t seem to cannibalize search, but neither Performance Max nor Display campaigns are maxed out, so I don’t have a good idea of how inventory moves between the two channels. I clarify these results by saying that this is a high volume account. Automation works very well here, probably because of the amount of data that flows through it. Nevertheless, the results of the work seem to be ultimately positive. Since it takes a while to close tracks on this account, we’re still waiting to see how the quality of the tracks compares to other channels. In addition to the results from my own account, Google shared a MoneyMe case study on ThinkWithGoogle that revealed a 22% increase in conversions, over $800,000 in new credit revenue, and a 20% decrease in overall CPA for the account.
Google’s been playing the ad industry like a fiddle. Its “Performance Max” ad campaign, which was launched earlier this month and will run through the end of the year, is one of the most sophisticated and subtle ad campaigns we’ve ever seen. It’s a campaign that’ll make a lot of people unhappy, but it’s only…