How Performance Max Campaigns Can Boost Your Google Ads Results
As a Google Ads advertiser, your main objective is likely to generate leads installs at the lowest possible cost. However, manually optimizing your max campaigns across all the different settings and levers can be a challenging and time-consuming process.
This is where performance max campaigns can help by automating much of the optimization so you can achieve the highest performance metrics that matter most to your business.
How They Work
Performance max campaigns aim to deliver the greatest volume of conversions or leads at the lowest cost by:
•Automatically determining budgets based on your chosen goal and daily/lifetime budget constraints.
- Dynamically adjusting bidding across ad groups based on how ads have recently performed in driving your goal.
- Automatically turning underperforming ads on/off and pausing low-value keywords.
- Creating new ad variations based on high-converting existing ads.
- Modifying ad scheduling to match times of highest goal completion.
Essentially, performance max campaigns do the optimization “legwork” for you by constantly testing, learning and adjusting settings to maximize your performance metrics. All you have to do is set your campaign and ad group goals, budgets and base ad copy – letting Google’s algorithms handle the fine-tuning.
Benefits
The primary advantages of using performance max campaigns are:
- Higher conversions – By automating optimization, the campaigns can achieve up to 20% more conversions on average.*
- Lower costs – The automated bidding and adjustments help lower the cost-per-acquisition.
- Less management – You no longer have to monitor and tweak individual bids, schedules and keywords as frequently.
- Faster results – The automated system can identify high performers and underperformers more quickly.
- Data-driven insights – You gain statistics and recommendations to further improve campaigns going forward.
- Time savings – Less time is spent adjusting settings, analyzing data and creating new ad tests.
While performance max campaigns don’t guarantee the absolute highest results possible – since humans can still outperform algorithms in some instances – they do represent a set-it-and-forget-it option that dramatically boosts efficiency and delivers solid performance gains with very little maintenance.
To activate a performance max campaign, simply select “Optimize for conversions” as your campaign goal and “Automatically optimize” under the Campaign budget setting within Google Ads. From there, let Google’s AI technology take over the tedious optimization work so you can focus your energy elsewhere.