Generate more leads from this AI-Driven Performance Max Campaign
Everything is moving towards A.I nowadays. Machine learning capabilities have risen and Google Ads is moving towards more AI-based campaign optimization to get you results. All you need now is to have good creatives with images, videos, texts, and well-written landing page content. Come up with a good offer and give Google Performance Max a try. You will be pleasantly surprised with how smart AI has gotten. It starts learning and then within 1 week, it will start working.
Performance Max is a type of Goal Driven campaign on Google Ads. It maximizes customer conversions across Google’s platforms like Search, Display, YouTube, Gmail, Discover & Maps. This all-in-one campaign is an upgrade from Dynamic Search Ads, Shopping Ads, and the traditional search & display campaign which are tailored to your specific advertising objectives such as CPA or ROAS targets. It creates a series of ads based on the information provided such as creative assets, audience signals and optional data or product feeds.
Why Pmax is so strong?
- Multiple Google properties. All ads everywhere
- Targeting Capabilities via signals so AI can reach the right people
- Bid Management is meant only to get conversions
- Intent Matching and AI capabilities learn quickly
- New Customer Acquisition & Brand Exclusion
- Dynamic Search, shopping ads, and search ads all in one
Why Performance Max campaign not work for you?
- If you have not set up correct conversion tracking and used it as a goal in your campaign setting.
- Either set conversion tracking or assign conversion value. In both ways, conversion tracking is a MUST
- Some conversion types can be, click to call, submit a lead form, make a purchase, download something, and much more
- Bad quality leads from Google ads performance max may come if you target the wrong conversion tracking metrics. Give value
- AI machines don’t know which conversion is valuable to you.
True Story:
For our recent client, we set up conversion tracking to get them calls, leads, and WhatsApp chats. Do you know what happened? Pmax campaign started giving them conversions and we noticed they were all click to calls. Very few leads and more WhatsApp messages. What we did was mark click-to-call and WhatsApp clicks as secondary conversions and form submission as leads as primary conversions forcing the Google Algorithms to give more leads to the client and it worked.
Let’s Break Down the Benefits of Performance Max Campaigns
- Pmax Targeting Capabilities – like the previous campaigns, Keywords, Audiences & Product Feeds remain the core elements of Pmax Campaigns, but it’s how well they work together. It starts from creating an Audience Signal by telling the system who your ideal audience is and it uses this information as a starting point for its targeting. You can then expand the targeting by adding custom or board queries as custom intent keywords and adding similar website URLs. Finally, for e-commerce, the last layer is adding a well-optimized product feed from your Google Merchant Center for success. Without this, Google won’t know which queries to display your products for. A good product feed allows Pmax to go beyond its already set targeting.
- Pmax Bid Management – As Pmax is a Goal Driven campaign, it ONLY has Smart Bidding as an option for Maximize Conversions with CPA and Maximize Conversion Value with ROAS targeting. Typically for Pmax to work at best, it needs some historical data on Account Level of conversions. If you have a new google ad account, start with Search or Shopping Ads and then pair it off with Pmax campaigns. They work well together.
- Intent Matching – Since Pmax uses Smart Bidding ONLY, it analyzes millions of signals in less than a second. Smart Bidding aims to identify those most likely to convert. With ecommerce it optimizes data feeds with relevant information like keywords in titles and descriptions, enhancing visibility across various search intents.
- New Customer Acquisition & Brand Exclusion – While using existing or past data of conversions, Pmax allows the advertiser to bid higher for New Acquisitions and add Brand Exclusions. You can add custom branded queries to exclude showing ads on those. While these are not as important for smaller advertisers, they provides room for scaling higher and getting the desired results.
- Dynamic Search – Just like the regular DSA campaigns, the Pmax Campaigns work the same, you can exclude or show ads only on specific URLs or allow it to crawl and use the best sections of your website for a mix of ads. The standard DSA may be getting deprecated soon like the shopping ads, so it’s best to upgrade to Pmax and get a head start.
Remember, the Performance Max campaign does all of this with all of Google’s platforms to get you the most conversions or conversion value. This was designed to simplify the campaigns into one campaign and allow the Google AI to get the desired results. To start running a Pmax Campaign, collect your creative assets, map out your ideal audience, have some past conversion data, and then let the system run for at least three to six weeks to optimize for you.
