Google Performance Max Ads: What You Need to Know

Digital Ads
Written By Operations Jelly

Reading Time: ~1.5 Mins

Performance Max Campaigns - google graphic

Google Ads - Performance Max campaigns

In November 2021, Google Ads released a new campaign type called Performance Max. This campaign type combines multiple assets to run ads across Search, Display, YouTube, Discover, Gmail and Maps. Since this campaign type largely relies on Google's machine learning, there are a few things to note before you start running a Performance Max campaign.

Pros

  • Performance Max is the next evolution of campaigns. Smart Shopping, Smart Display and Local (which are slowly being removed from your options) can now all be done through Performance Max.

  • As a goal-based campaign type, Performance Max will maximize your conversions, finding you more converting customers. Since the campaign type shows ads across all of Google’s channels (Search, Display, YouTube, Discover, Gmail and Maps) it’s able to reach more customers who are likely to convert. It finds these customers using automated Smart Bidding when it thinks the customer is most likely to convert based on their behavior on the internet.

  • It uses machine learning to predict which ad combinations and ads will perform best.

  • Performance Max uses data-driven attribution across all channels to optimize for the most incremental touchpoints that drive customers to conversion.

Cons

  • Since Performance Max doesn’t require you to input keywords like Search campaigns do, you also currently can’t add negative keywords. This can lead to cannibalization of branded search terms.

  • Unlike a Search campaign, Performance Max doesn’t give you insights into search terms or impressions of your ads.

  • If you are running a Performance Max campaign you must have all creative assets. If you don’t, Google will pick generic videos for you (and you can’t remove them).

  • Performance Max doesn’t allow you to turn off “interested in” in the location targeting. So while you may only want to be targeting Canada, it will also show your ads in other countries to people who are “interested in” Canada.

man sitting at desk working on laptop

While it’s still working out some kinks (such as the ability to add negative keywords), this new campaign type shows us the direction Google Ads is heading into the future. To learn more about Google Ads, check out Jelly Academy’s 6-week digital marketing program.

Written by: Cheryl Goeres

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