The pmax or Google Performance Max campaigns promise to change the way you have exploited Google Ads up to now. In fact, Google’s intent is to enable a new type of campaign that is increasingly results-driven.
Will this change the way you have been investing in advertising campaigns up to now? It probably will. If you have a business that invests in online Ads or are a marketer keep your eyes peeled for Google Ads Performance Max opportunities.
We, in the meantime, tell you everything you may need to know (and some tips for incorporating this new opportunity into your marketing strategy!).
What are Google’s new PMax campaigns?
We said that Performance Max Google ADS campaigns represent a new type of campaign, results-oriented. Very good, but what does that mean?
That Performance Max campaigns work simultaneously on multiple fronts to give you even better results:
- Bid Management
- Targeting audience segments
- Dissemination of ads
- Biographical data
- Your products and services
- Creativity assets
- Other data provided by you, etc.
When Google automatically works on these things, it has very clear goals:
- Optimize the spread of your ads;
- Help you achieve your strategic goals (lead generation, engagement, best value conversion goals, etc.).
How does it do it? With a technology we have learned about over the past few years: machine learning, a component that is becoming increasingly important for allartificial intelligence-based systems. How could the largest search engine stay away from it?
A Google Performance Max campaign optimizes efforts
The concept, to put it very simply, is this: you identify your advertising goals, Performance Max campaigns help you achieve them with the paw of automation and ML.
Access your entire Google Ads inventory from a single campaign and integrate all your campaigns, engaging, simultaneously, all Google channels: the Display Network, the Search Network, YouTube, Gmail, Google Maps, etc.
How does it optimize your efforts to meet your conversion goals in real time? Through smart bidding, which in an automated way recalculates the budget and auction costs for your Google campaigns.
The ads then continue to rely on the information you provide to Google, including keywords. The revolution lies in the massive entry of AI into the management of various assets.
Not sure how to implement a Performance Max campaign?
If you don’t know how to implement these new Google campaigns, don’t worry. As always, the Google Ads Guide comes in support. On the platform you find the whole process to start campaigns and start getting more out of your ads through machine learning.
But does your business really need Google Ads?
Our question is a bit provocative, yet the answer is not so obvious. Google Ads is an incredible tool for marketing, attracting new potential customers and delivering ads effectively. Performance Max campaigns are likely to prove even more exciting for marketers and businesses.
Before you jump headlong into this new technology, though, take a breath and ask yourself if it is what you need for your marketing strategy. Almost every business has used or uses Google campaigns, but only if you place this asset within a broader, goal-oriented strategy can you get the most out of it. Otherwise, there’s no automation that matters.
Google Ads campaigns, social sponsorships (in short, all paid advertising) have a virtue and a flaw:
- The merit is that they are effective already in the short term to advertise a product or service;
- The flaw is that once the promotion is over, the spotlight is turned off.
In contrast, for example, SEO optimizes results for organic search. It is time-consuming, but in the long run it is very effective in attracting new potential customers to your website without devoting a specific budget to Google Ads.
These are not two opposing paths. Depending on your goals, budget, industry, and target audience niche, you can dose SEO and Ads by creating a mix that is right for your business alone.
Because in order to attract new interested customers, you must always start with a strategy
If this article on Performance Max campaigns interests you and you’ve read it all, so far, it’s because you probably want to use web marketing to attract new customers. Google Ads sounds like a great opportunity to you, and it is.
Beyond these increasingly advanced and effective tools, however, there is only one way to optimize all your efforts: work on strategy. Only this allows you to invest time, energy and budget in actions that are truly useful for achieving your goals.
N.B. In this sense you can also help yourself the Quality score (QS) a metric in Google Ads.
An effective marketing strategy starts precisely with goals, which must be realistic and measurable, to be achieved within a well-defined time frame. Having a clear goal is essential for identifying the way forward.
Along with your goals you need to be very clear about who you are targeting: who is your niche audience? Potentially on the Web you can meet billions of people all over the world, but that would be an immense and unwise effort. It’s not like you need to talk to every person on Earth with an Internet connection!
Identify well who are the people in line with your offer to understand where to meet them, what they expect, how to improve your products, services and communication for them. In marketing, the process of creating fictitious people to target as if they were ideal customers is called “building Buyer Personas“.
When you have finally shed light on goals and targets, you can choose which tools to use and in what percentage. Always keep an eye on the budget to invest and the ROI you expect to achieve. Google Ads? The new Performance Max campaigns? The blog for organic SEO? Or perhaps social is better?
Now that you know where you want to go, you can effectively decide the way forward.
Create your marketing strategy with Factory Communication
If you don’t know where to start in creating a digital marketing strategy geared toward your specific goals, why not enlist the help of an experienced agency?
For Factory Communication, it is a real obsession to building marketing strategies and SEO positioning in the marketplace, identifying the perfect mix and match of online tools to help you grow your business.
Depending on your goal, Factory’s experienced team will accompany you with the dedicated service of marketing and communication strategy oriented to business goals and focus on your customer segment.