Google Performance Maximum Campaigns.

Google Performance Maximum Campaigns: -

• The fundamental difference between Performance Max and other campaigns is that Google automates the purpose and delivery of the campaign based on the information provided by the advertiser.
• Performance Max is an automated type of campaign that is reminiscent of a smart campaign.
• Google will automate ad creation, but only on the basis of the assets provided by the way responsive display ads work.
• Also, find some similarities between Performance Max and Social Campaigns, which run on multiple placements using dynamic ad formats and limit performance reporting and placement by the audience.
• Performance Max campaigns are eligible to run on all Google Inventory, which is a big difference from other Google campaign types.
• Performance maximization campaigns are offered in any placement filled by search, display, YouTube, Gmail and Discovery campaigns.
• When the performance maximum setup campaign is set up, select the target.
• Depending on the objectives, connecting product feeds and store locations is possible.

Budget and Bidding:

• Set a budget and how choose a bidding strategy.
• The bidding strategy options include maximum conversions and maximum value, but one can also set the maximum CPA or target value/conversion, which allows influencing Target CPA and Target ROAS strategies.

Location, Language, Ad Schedule:

• Select locations.
• Currently, Google Ads Editor's performance does not support Max, so setting up a goal is a lot more labour-intensive than most campaigns.
• If there are too many locations to include, one can select "Enter another location", which expands to include the free space and the "Advanced Search" link.
• Click the "Advanced Search" link for the option to import locations in bulk.
• Select languages, ad schedule and campaign execution dates.

Advanced URL options:

• URL choices are important.
• By default, Google defines its own final URLs if those options are not toggled off.
• This allows Google to send traffic in conjunction with any links that have the option to exclude links.
• Also, add tracking templates.
• “Property Groups” Setting up AKA Advertising:
• Advertisers can create multiple "asset groups".

Informing Automated Targeting:

• Every campaign has a goal.
• Choose an audience to help Google provide insight into who they want to target.
• Google is looking for audiences to provide signals.
• They use that data to identify similar users who are likely to exhibit similar behaviours and interests.

Setting up Ad Extensions:

• Add extensions.
• Use existing account-level site link extensions or select and create specific site‌links for maximum performance campaigns.
• Specifies extension formats based on campaign objectives.
• If the primary goal is to have lead generation, the campaign refers to creating a lead form extension.
• Also include structured snippets, price extensions, promotion extensions, callouts and call extensions.
• Performance reporting is recognized.
• Advertiser feedback on reporting transparency has been heard and Google is taking steps to improve transparency in Google Max campaigns.
• Advertisers can report on overall campaign performance just like any other campaign.
• Breakdowns are where it loses transparency.
• Advertisers can report on the highest level of campaign performance.
• Advertisers can report on location performance.
• Advertisers can report on performance hour-by-week, week-by-day and day-by-hour combined.
• Add multiple asset groups (statements), performance cannot be reported by asset group.
• The provided target parameters are used as indicators to identify other potential customers in the market, so the provided audience is not necessarily used as targets, but as a tool to identify qualifications and indicators to help identify other potential opportunities.
• Advertisers may not report device performance or make exceptions.
• Performance Max campaigns managed 21.4% less CPL than our non-brand search campaigns, which were not budgeted caps.
• CPL is also about 20% lower than display, which works well for this particular account.
• With the performance max and caped budgets, they finally increased their total monthly conversions by 5%, so there is still some room to increase the volume further.
• Automation works well, probably due to the amount of data.
• The performance ultimately looks positive.