Google’s new Performance Max campaign type does just that—combining Search, Display, Discovery, YouTube, and Gmail into a single campaign to maximise your reach and conversions.
With Google’s automation and attribution technology at the forefront, this campaign type is already proving to be a game-changer for advertisers.
What is Google Performance Max?
Google Performance Max recently moved to (open) beta and leverages all available advertising channels—Search, Display, Discovery, YouTube, and Gmail—within a single campaign. Not only does it simplify multi-channel advertising, but it also takes full advantage of Google’s automation, delivering ads where they’re most likely to drive conversions.
Additionally, the Final URL Expansion feature allows campaigns to dynamically tailor landing pages based on user signals, improving relevancy and increasing the likelihood of conversion. However, if your website isn’t optimised for multiple converting pages, sticking to a single static landing page might be the safer choice.
Key Features of Google Performance Max
1. Leveraging Automation with Audience Signals
Performance Max relies on Google’s Best-in-Class tools like audience signal targeting, automated bidding, and automated ad optimization. Similar to Display and Discovery campaigns, Performance Max makes use of standard audience signal options like:
- Affinity
- In-Market
- Custom
- Remarketing
- Similar Audiences
- Demographic Targeting
However, a standout feature is the introduction of Life Event Audiences. As the name suggests, this allows you to target users based on key life events like moving house or getting married. While not yet available for Search campaigns, it’s an excellent opportunity to test higher-intent audiences through other channels.
2. Final URL Expansion: Enhanced Personalisation
A significant bonus of Performance Max is the inclusion of Google’s Final URL Expansion. This feature dynamically tailors landing pages to match audience signals, improving the overall user experience and increasing conversions.
But if your site isn't built to support multiple landing pages, it’s best to rely on a single optimised page to avoid confusion and maintain relevance.
How Performance Max Drives Results
1. Expanded Reach Across Channels
Performance Max shines when the goal is to drive incremental traffic and conversions. Since this campaign type delivers ads across all available Google channels, it significantly expands your message's reach.
Within Google Ads accounts, keyword bids still take precedence, but Performance Max picks up any users missed by keyword-targeted ads, acting as a safety net for audience-based targeting.
2. Performance Tracking and Optimization
Like other Google Ads campaigns, assets are critical for delivering your message and engaging your audience. A mix of strong, verbal messaging and eye-catching visuals will drive success.
Google’s asset rating system provides insights into which creatives work best, allowing you to adjust based on performance and audience engagement.
3. Cost Per Acquisition (CPA) Results
During the first month of running Performance Max campaigns alongside active Search and Display ads, CPA stayed below £50, with costs steadily decreasing as Google’s bid strategy learns and optimises over time.
Here’s how the campaign performed for B2B vs. B2C:
- B2B accounts saw high interest in learning more, but a lower intent to convert.
- B2C accounts experienced lower click-through rates, but those who did click had a higher chance of converting
Best Practices for Using Google Performance Max
When running Performance Max campaigns, it’s crucial to understand that assets—both text and imagery—play a significant role in your success.
Testing different combinations of headlines, descriptions, and images allows you to see what resonates best with your audience, giving you the chance to fine-tune your creatives as the campaign progresses.
Performance Max is particularly useful for advertisers looking to:
- Drive incremental traffic and conversions.
- Test high-intent audiences like Life Events that aren't yet available for Search.
- Maximise automation with Final URL Expansion.
FAQs About Google Performance Max
1. What is Google Performance Max?
Performance Max is a new campaign type that delivers ads across all of Google’s advertising channels—Search, Display, YouTube, Discovery, and Gmail—within a single campaign, making full use of Google’s automation and attribution technology.
2. How does Performance Max use audience signals?
Performance Max takes advantage of existing audience signals (Affinity, In-Market, Custom, Remarketing) and introduces Life Event Audiences, which allow advertisers to target users based on key events in their lives.
3. What is Final URL Expansion?
Final URL Expansion dynamically tailors landing pages to match a user’s audience signals, enhancing the relevancy of the ad experience and increasing the likelihood of conversion.
The Future of Google Performance Max
Though still in its early stages, Performance Max is already showing significant promise as a way to scale accounts and drive incremental conversions. With its ability to pick up users who aren’t initially captured by keyword or display ads, it’s an effective option in the ongoing battle for new users.
As Google Ads continues to evolve, tools like Performance Max offer the potential to refine advertising strategies, enabling businesses to reach new audiences and optimise campaigns.
Paid Search is like an onion—it has many layers. This new Performance Max layer adds another option for advertisers looking to expand reach, drive conversions, and scale their Google Ads accounts.
Have you tried Google Performance Max yet? If you’d like to learn more or discuss your own campaigns, reach out!
