How to use Google Performance Max to find more customers

Google’s new Performance Max campaigns help you find more converting customers across all of Google’s channels like YouTube, Display, Search, Discover, Gmail and Maps. Digital strategy expert, Adam Stewart, explains everything you need to know about Google Ads Performance Max.

Performance Max offers everything you need in order to reach your target audience and achieve your business goals.

Not only that, you’ll be able to take advantage of Google’s channels and easily maximise its other features.

Performance Max defined

Performance Max is a goal-based campaign type that is geared towards finding potential customers through all of Google’s channels (YouTube, Search, Discover, Display, Maps and Gmail). This ultimately reduces the amount of work necessary on the advertiser’s part. Moreover, Performance Max campaigns can be beneficial for businesses looking to increase brand awareness, online sales, or even phone call volume.

What’s great is that with Performance Max, you’ll have access to all of your Google Ads inventory from a single campaign. This is why the majority of businesses and brands see Performance Max as one of the most ideal ways to reach your target audience and achieve your desired goals.

So, if you’re looking for a way to take your advertising efforts to the next level, it’s worth understanding and creating a Performance Max campaign.

Key benefits of launching a Performance Max campaign

Less manual work

If you think that less manual work means fewer results, that isn’t the case with Performance Max.

You don’t have to worry about finding the right keywords through keyword research, or mixing and matching your creative assets. Just sit back and let Performance Max do all the optimising through machine learning.

Additionally, when setting up a Performance Max campaign, you will notice that you have access to all of the creative assets of the Google Ads that you have created previously. With this, there’s no need to upload your creatives manually, saving you time and effort.

Utilises machine learning and artificial intelligence

As previously mentioned, Performance Max is designed to help you find more converting customers across all of Google’s channels.

But how does Performance Max achieve this? And how can it help you reach your business goals?

Performance Max is powered by machine learning models that allow for more precise predictions around which advertisements, audiences and creative combinations will be the most optimal in driving conversions.

In other words, they take the guesswork out of your marketing efforts so that you can focus on other areas of your marketing. The beauty of this system is that it will always optimise for maximum performance.

Increased visibility and reach

Performance Max is a great way for businesses to achieve increased reach and visibility. Accessing all of Google’s inventory such as YouTube, Display, Search, Discover, Gmail and Maps allows businesses to reach more potential customers, which increases the chance of getting more conversions.

Easy set up

Performance Max campaigns are easy to set up.

The first thing you’ll need to do when you create your campaign is to select your objective. You’ll need to choose from the following:

• Sales
• Leads
• Local store visits and promotions
• Create a campaign without a goal’s guidance

Once you’ve chosen your objective, you may now select Performance Max as the campaign type.

From there, you’ll need to provide some basic information about your business, including your website URL, the countries where you want to advertise, a few images, headlines, descriptions, videos and more.

For budget and bidding options, you can choose between Conversion Value or Conversions and set a Target Cost per Action or Target ROAS (return on ad spend), respectively.

Additionally, you will also need to provide some targeting information. You can opt to target specific demographics and interests, remarket to people who have interacted with your business in the past, or even create new custom segments.

Finds potential customers

According to Google, Performance Max can find new customer segments thanks to the combination of Google’s ability to provide real-time understanding of consumer intents and preferences, along with your input via audience signals.

Though it may seem daunting, using Performance Max can ultimately help you drive sales, increase brand visibility and achieve other conversions that are important to your business.

Marketers, advertisers and business owners just need to be willing to put in the effort to understand how Performance Max works, and how they can create tailored marketing plans that result in more conversions.

This article first appeared on Flying Solo, read the original here. 

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