Why Choose Performance Max Campaigns: Automation Over Manual
By: Niharika Agarwal
Tags: Performance Max Campaigns, Smart Campaign, Google New Update, Adwords Google, PPC Marketing

PERFORMANCE MAX CAMPAIGNS

Gradually and completely Google is laying the groundwork of automation where Machine Learning & Artificial Intelligence is taking an edge. With its new update Performance Max Campaigns, they have increased the count of smart campaigns over standard.

As it is still in beta, there are a lot of questions which is yet to be answered, but before digging deeper let’s talk about what is Performance Max Campaigns, it’s similarities and differences from other campaigns, to get us**( the advertisers)** prepare before the rollout.

What Are Google Performance Max Campaigns & How It is Different From Smart Campaigns

PERFORMANCE MAX CAMPAIGNS VS SMART CAMPAIGNS

Most of the advertisers and new users who create the new google ads account, know that creating a smart campaign is a step that Google provides while creating the whole new google ads account.

Smart campaigns are Google’s automated campaign type that leverages the power of automation and provide no control over bidding, audiences & google inventory. On the other hand, Performance max campaigns are similar, yet slightly different from the smart campaigns.

Difference In the Bidding Strategies

With each new updates Google is focusing more on smart campaigns + smart bidding, therefore, in Performance Max campaigns Google automates the targeting & delivery of the campaigns and leverage the power of smart bidding such as Target CPA, Target ROAS, Max Conversion & Max Conversion value rather than automated bidding such as maximize clicks which runs the smart campaign.

Difference In the Google Inventory

IMAGE SOURCE: ADCORE

The biggest impact that this campaign has is that Performance Max campaigns are eligible to run across all google inventories such as Search, Display, YouTube, Gmail & Discovery campaigns, which is the another outstanding feature that differentiates it from all other Google campaigns types as well as the smart campaign.

Google is trying to free the advertisers from running multiple campaigns which cover different inventories and has bundle up all the inventories in one campaign.

Now you don’t have to take the pain of optimizing and analyzing all different campaigns rather than that you can focus on one campaign and scale it across different inventories for success.

Similarities from other Campaigns & Smart campaigns

There are many things function similarly in this campaign type such as location targeting, device targeting, language targeting, ad extensions, and ad scheduling.

Ad assets & Previews

In terms of ad assets they are similar to the responsive display ad assets, where you get 15 images, 5 logos, 5videos, 5 headlines, 5 long headlines & 4 descriptions. Also, you can see the preview of ads across different inventories.

Conclusion ✔

With Performance Max campaigns, advertisers will be having less control over the campaigns and less interference with Google Learning & processing. All in one Performance Max Campaign will serve across all the google inventories and spend your ad budget accordingly as per the performance of each inventory.

So its the right time, to get your account whitelisted for the Performance Max campaigns & explore the power of automation.

Thankyou for reading 😊