In this article, we provide an always up-to-date guide on Google Ads Max Performance Campaigns , an innovative option that transforms the way of advertising on the most used search engine in the world.
Let’s start by trying to give an overview of what Google Performance Max (or Pmax) is. This new approach uses Google’s advanced artificial intelligence to maximize the results of your advertising campaigns.
Thanks to sophisticated machine learning algorithms , Max Performance combines different advertising formats and distribution channels to reach your audience in a highly targeted and efficient way, even recovering overlooked or lost, but potentially effective, Google placements.
The use of artificial intelligence allows Performance Max Campaigns to adapt to the needs of your advertising goals and the algorithm learns from user interactions to constantly improve.
Color note: the image associated with this article was created with Midjourney AI, asking you to imagine the power of AI applied to Google Ads campaigns…
Are you looking for the best way to generate leads with Google Ads? We talked about it in this article. You can find other articles on Google Ads here .
How to manage Meta campaigns? Preliminary actions
Let’s start by understanding how Performance Max campaigns differ from traditional Google Ads campaigns.
Performance Max is a new type of Google Ads ad that focuses on maximizing performance through the advanced use of AI.
Unlike traditional campaigns, P. Max offers greater coverage of advertising networks, including all available placements: Google Search, YouTube, Gmail, Discovery, Maps and Display Network.
google ads placements max performance
They are organized into Asset Groups (essentially ad groups) including images, texts, assets, feeds, videos, etc.
Each Asset Group has its own “audience indicator,” which is an audience segment that contains custom segments (keywords and competitor sites), sets of users who have already interacted with your business (“data”), interests, and demographics .
There are also Card Groups (product) if you use a product feed. With Card Groups you can further segment the products available to you in the feed.
Advantages and disadvantages of P.Max Google Ads campaigns
One of the main benefits of Performance Max campaigns is automatic bid optimization .
Company Page and Advertising Account
Thanks to Google AI, in fact, the system is based on various signals (searches, interests, previous visits, etc.) and continuously learns, adapting in real time to improve the results obtained by the ads.
What’s unique about this type of campaign is that it uses contextual data to improve the relevance of your ads, providing more effective targeting and increasing the likelihood of conversion.
Performance Max campaigns have replaced Google Ads Smart Shopping campaigns , and it is no coincidence that they are particularly effective for e-commerce , given that they can also manage a product feed (which however is not mandatory).
In fact, today P.Max is an almost obligatory campaign for online stores.
Even though it is a “black box” campaign, you can adopt a minimum of flexibility if you are creative: for example, you can also create a P.Max with only the product feed , so that it works as if it were a Smart Shopping (no longer available), without inserting the other creatives that would activate the other placements.
Additionally, Pmax enables the integration of Shopping ads Showcase , which gives advertisers the ability to showcase sets of related products in a single ad, further increasing visual impact and the likelihood of capturing users’ attention.
How to manage Meta sponsored campaigns?
Another key element is the algorithm’s learning ability : by analyzing data and adapting in real time, it optimizes results and budgets.
Machine learning capabilities allow you to allocate your money in the best way, putting more resources on the ads that generate better results.
Are there only advantages? Unfortunately not…
The Disadvantages of Google Max Performance
While there are some very simple scripts you can apply to your Google Ads account , which will reveal some additional data to you (keep reading!).
With P.Max, “the keys are handed over” to Google AI . The user can only try to:
Phone number list is a list of phone recent mobile phone number list numbers of all people living in a country or region. Which is used in home business promotion. By using the phone number list, it is very easy to inform the potential customers about the good aspects of the business. Our database contains phone number list of almost all countries of the world. We need to contact our database to collect those.
Create a campaign on Meta and define the objective
produce quality ads and content (feeds, images, videos, text ads);
feed G.Ads with quality data : if the site receiving the ads already receives traffic from other sources (including other advertising campaigns), then P.Max will really be able to give its best, making the most of the data at its disposal;
work a lot on landing pages, on the site in general, on the UX and on Analytics segments , for example. That is, on all the elements external to the campaign, but fundamental for the success of the Ads.
For further information, I refer you to the official Google guide which you can find here
Performance Max: General Strategy, Organization, Creativity. Some Tips to Get You Started
Google’s Performance Max campaigns offer many options to maximize the effectiveness of your online advertising strategies. Here are some tips for america cell phone number services building successful campaigns.
1. Different Goals, Different Pmax Campaigns? Segmenting Campaigns
Creating separate campaigns for branding, conversions or traffic allows for sometimes more efficient management and greater customization of your ads. This allows you to focus on the specific results you want to achieve.
Sponsored Meta Ad Groups Level
In other cases, however, it may be sufficient to create different groups of assets (“with different audience indicators”) and/or with different groups of cards.
Breaking down campaigns bt lists by specific goals or product features can be helpful, but it’s important to find a balance to get the best results.
How to structure Performance Max campaigns?
Campaigns, Asset Groups, Assets, Card Groups How to organize a PMax campaign?
Everyone develops their own experiences, and each account and each project has its own story. However, there are some best practices that tend to work well across the board.
Ad campaigns can be divided into multiple PMax campaigns with different budgets for different groups of Cards, or different user targets.
Hierarchically at the lower level, we find the Asset Groups . Again, it makes no sense to divide things up too much, so the creation of Asset Groups must follow similar logic to that of campaigns.
Maybe you have products with different margins, different product availability, more important products in the general e-commerce strategy. Others less so, discounted products, price competitiveness, availability in stock, best-selling products, etc…
Optimization and publishing.
However, it is important to avoid splitting your campaigns and Asset Groups too thinly , as this may limit the data available for optimization by Google’s algorithm.
As a general rule, it is recommended not to split campaigns if they have fewer than 30 conversions per month.
This is an indicative number, not to be taken as “gold standard”: each project is a story in itself. Testing is always the right way.
In general, then, the more Asset Groups you create, the less Google is able to exploit the data and maximize the results. So balance is needed.
Product Card Groups follow the decisions you’ve made at the Asset Group level.
Naturally, the breadth of the e-commerce assortment and the available budget. Also play a role in these choices (a large assortment/large budget can allow you to divide up a little more – or force you to do so).
Organizing your campaigns, Asset Groups, and Product Groups this way helps you maintain ad consistency and provide a better user experience.
“Advertising” Level Meta Ads Campaigns
The basic point always applies: be specific to audience groups that share common and specific interests and needs.
For example, during times of various sales (e.g. Black Friday). You can use automated rules to schedule ads to pause and activate as needed. This allows you to run ads at certain times of the day or schedule groups in advance. Ensuring creatives are approved in advance.
Promotional moments in Max Performances
already schedule your Promotional Asset Groups (and campaigns), so as to avoid delayed starts due to ad approval , which always takes some time (even up to 2/3/4 days);
Creativity in P.Max
In Performance Max campaigns we have many short titles, long titles, descriptions. But also images, logos, videos, in addition to the various classic assets (sitelinks, callouts, etc.) .
