The Google Ads platform is constantly evolving. A few years ago it was called Google Adwords – however, its evolution is more reflected in the new advertising products offered and the targeting options.
Performance Max campaigns are the latest addition to the Google advertising landscape. This campaign option has just been launched for all advertisers after a long period of beta testing.
Our digital marketing agency has seen positive results from these campaigns since their launch.
Using Performance Max helps you achieve your goals by increasing conversions, finding new customers and gaining richer insights, for example:
- Increasing your conversions and the value of your conversions by optimizing your budget and bids across all of Google’s advertising platforms; in other words, the same Google user will be reached by different ad formats from the same advertiser as they move online through the different platforms.
- The automation behind PMax helps to find new audience segments, to position on targeting that could not have been detected without machine learning;
- It is possible to collect all relevant information about the target audience. This way, you will know when, in what context, in what location and in what language advertising messages should be sent and to whom, in order to encourage action towards conversion.
- Multiple touch points for your ads with your target audience. Since these different platforms are part of the Google ecosystem, it is now easier than ever to follow your audience with your ad message through its online journey, be it on Google Maps, Search or Youtube.
Performance Max campaigns can be a powerful tool for businesses that want to target the people most likely to convert. Compared to traditional search campaigns that contain only text content, the new type of campaign will also include visual content.
PH Digital offers a turnkey service for the implementation and creative development of image and video ad formats needed to achieve concrete and consistent results with a long-term perspective. This service is part of the suite offered by our digital marketing agency.
Pierre M. Geoffrion, B. Ing
Co-Founder and Google Strategy Consultant