Google’s ambition is to constantly improve advertisers’ performance on its advertising platform. Performance Max campaigns are completely in line with this approach. With this new function, the company offers an insight into the future of digital marketing and advertising, with automation as a lever for reaching new audiences and boosting conversion rates. However, this additional layer of automation, which relies on machine learning to create better-targeted and more effective campaigns, also forces advertisers to relinquish some of their control. To get the most out of this Google Ads lever, and place automation at the service of performance, it is essential to maintain control over your campaigns. Here’s how.
Max Performance campaigns are a new type of Google Ads campaign which places greater emphasis on automation when creating adverts and, above all, when choosing the distribution channel (on Search and/or on the Google partners network).
The campaigns combine several automation technologies, in particular machine learning (namely progressive learning based on algorithms), which act on bidding, audience targeting, creations, and the most appropriate attribution method. In essence, advertisers enter basic data at the start of the campaign (text, images, and CTAs), and Google (on its own) adjusts the variables in order to optimise the distribution of ads and achieve the goals defined upstream – lead generation, engagement, conversions, sales, as well as cost per action and ROAS.
In this way, Performance Max campaigns help you improve your performance in real-time on all the relevant channels with the help of intelligent bidding strategies. These take account of the targets you have defined, the basic data, and also the attributes entered in your product catalog – including via additional sources.
There are three main benefits to using Google Performance Max campaigns in terms of conversions, value, and insights:
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There is one downside to using automation models to optimise ads: it implies a significant loss of control since it requires an extensive delegation of how the ads are configured. This is precisely the case with Performance Max campaigns. Despite the undeniable benefits, it is important to maintain control over the most important aspects of your SEA strategy.
Thus, although the algorithm manages your Performance Max campaigns on its own, it is necessary to provide it with data upstream that is essential for optimising your Google Ads. What do you need to change to maintain maximum control over your campaigns?
Remember that the algorithm is constantly learning and that it needs time to perfect its understanding of your campaigns. On average, it takes about 6 weeks before you see the results.
In conclusion, Performance Max campaigns offer advertisers an interesting approach. Based on machine learning models, these campaigns help conquer new markets and optimise the performance of SEA acquisition strategies. However, they require a more thorough and precise configuration upstream. This helps you maintain maximum control over your campaigns!
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