Performance Max Campaign

Find out how to build a successful and powerful automotive brand!

With all the current industry buzz around Google Vehicle Ads, we thought it would be good to look at the Performance Max Campaign which currently hosts this new car listing service.

So, what is Performance Max? You may have heard the name mentioned regarding your search campaigns, but in essence, The Google Performance Max campaign is like having a supercharged Google Ads campaign. It uses machine learning to automatically place your ads across all its properties that Google believes will bring the most positive outcomes. Instead of manually setting up the campaign with keywords etc. you set your goals and budget, and Google takes it from there. Google is using its skills and portfolio to maximise the performance of your campaign! Get in touch with our team to learn more!

Where Does My Ad Appear?

Wherever Google feels it can achieve your results is where Performance Max will pace the ad. So, your ad could appear across Google’s search engine, display network, video platform (YouTube), email service (Gmail), mapping service (Google Maps), and personalised content feed (Discover).

  1. Google Search: Your ads can show up in Google search results when people enter queries about products, services, or information related to what you offer. These are the ads at the top of the search results.

  2. Google Display Network: These are image ads that appear on websites, blogs, and apps that are part of Google’s Display Network, reaching your audience visually.

  3. YouTube: Video ads on YouTube, allow you to reach users while they watch their favourite videos. It’s worth considering making a video for your campaign, or Google will generate something.

  4. Gmail: Your ads can show up in users’ Gmail inboxes as promotional emails.

  5. Google Maps: They can appear as promoted locations or pins on Google Maps when users search for nearby businesses or services.

  6. Discover Feed: Performance Max ads can show up in the Google Discover feed on mobile devices, reaching users with personalized content recommendations.

So, it’s all good, isn’t it?

Well, it’s not quite as clear-cut as all that. On the surface it all looks good but, before you move all your budget into Performance Max, there are things to consider.

  1. Where the ads are placed: With Performance Max campaigns, you give up some control over where exactly your ads appear. Google is deciding the placements based on its data. This may not always sit well with your brand preferences.

  2. What’s working? The automated nature of Performance Max can make it challenging to understand which factors are driving performance. This can make it harder to make data-driven decisions on other campaigns.

  3. Random calls: Automated placements might lead to your ads appearing in searches that are not relevant to your target audience, we’ve seen increases in businesses getting calls from people after different services or brands

  4. Less Transparency: Where Google makes all the decisions it can be harder to troubleshoot issues or understand campaign performance fully.

To conclude, Performance Max is a powerful system using Google to deliver your campaign objectives, and who knows Google better than Google?

However, they probably require careful monitoring to ensure they align with your advertising goals and deliver a positive ROI. You are permitting Google to spend your money on itself so make sure what it does spend works for you.

If you think you’d like to know more about Performance Max or Google Vehicle Ads then email us at paiddigital@cmemedia.com

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