Over the past few years, Google has added several tools for marketers to improve the efficiency of their advertising campaign strategies, such as Smart Bidding, a tool used for automated bidding for marketers who want to buy PPC ads. However, most recently, Google has tried to simplify the work of marketers by announcing its latest tool, Performance Max, which Google claims will help increase advertising creation capabilities with more convenience and save time. It can run advertising campaigns across various platforms in Google’s network with just one click.
However, Performance Max is still a relatively new tool and has not yet been fully released to users. But Google will begin to gradually allow users to start using it soon. Therefore, this article has compiled 5 insights that will be beneficial to both new and experienced marketers to prepare for transitioning to Performance Max. If you’re ready, let’s take a look.
1. Performance Max: The New Standard for Shopping Campaigns
If you are currently using Performance Max alongside Smart Shopping Campaign (another advertising tool), it’s worth noting that ads created by Performance Max will now be prioritized by Google. This means that if ads are created through both tools simultaneously, only ads on Performance Max will be displayed to general users.
However, don’t worry for Smart Shopping tool users. Google has announced a plan to change that Performance Max will become the new standard for creating Shopping Campaigns in the third quarter of 2022, and you can upgrade or migrate various databases to use on Performance Max immediately.
2. Keywords from Search Campaigns Still Matter
Conversely, if advertising campaigns are created through Search Campaign and Performance Max simultaneously, Google’s system will always try to display ads from the Search Campaign first. As Ginny Marvin, a MarTech expert, said, “Keywords on Search Campaign will always be processed first by Google, or otherwise, it will depend on the Ad Rank system.”
3. You Don’t Need to Use Performance Max in Every Channel
For those who still enjoy the convenience of creating advertising campaigns through Smart Shopping and do not plan to expand ad exposure to other platforms at this time, there is no need to use the additional features of Performance Max. Just in the process of filling in the information for various Asset Groups, you don’t need to fill in video, image, and text information. The Performance Max system will display ads on Shopping Ads only.
4. Conversion Report Data Has Better Efficiency
As you know, Performance Max is a marketing tool that focuses on increasing the efficiency of advertising campaign creation. The goal is to stimulate campaigns with Conversion Goals that have been set. Therefore, when evaluating the success of a campaign, be sure to view various types of Conversion reports that occur to assess the efficiency of the advertising campaign. It is recommended to consider only Lead Conversions. In the case of E-Commerce, in addition to sales reports, try adjusting Conversions to consider customer returns and repeat purchases. Also, using Google Enhance Conversion for Leads is a good option to help check Conversion data reports for maximum efficiency (If you’re wondering what GEC is, you can read more here).
5. Improve New Customer Acquisition with the Customer Acquisition Goal Feature
One of the complaints about automated advertising tools like Smart Shopping is that sometimes the system tends to display ads only to users who frequently visit the website but does not expand access to new users. To solve this problem, Performance Max has launched a beta version of the Customer Acquisition feature, which can increase the efficiency of expanding exposure to new users (read more here).
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