08 March 2022
Anyone experienced in Google Ads will know, there is an endless stream of Google innovations and beta tools designed to help optimise your campaigns. A big topic of the moment is automation, and Google’s latest addition to the automation family is Performance Max.
Well, it’s best to be using and testing it now, because by Q3, 2022 it will replace Local Campaigns and Smart Shopping Ads. Based on recent testing within Loud Mouth Media though, all signs are pointing to Performance Max being a positive additional to PPC campaigns.
Let’s take you through the basics:
Performance Max campaigns are a new way to buy Google ads across YouTube, Display, Search, Discover, Gmail and Maps from a single campaign. They complement your keyword-based Search campaigns to help you grow performance across Google’s full range of advertising channels and inventory.
When it comes to Lead Generation, being able to be seen across more platforms on the Google Display Network is a pro. But what will show more in time is whether the introduction of Performance Max can compromise other campaign types at play. Our award-winning team are doing what they do best and testing, learning, and optimising as we speak. So, watch this space on that.
This is very much just the beginning for Performance Max too. Through 2022, Google will be releasing new additions to this automation feature, including features for retailers and businesses with store locations to help improve new customer acquisition through digital channels.
In our experience to date, we’ve seen strong performance paired with more valuable CPCs. See some results below:
[Image 1] Results: Strong CTR, low CPC and low Cost per Conversion.
[Image 2] Compared to these search campaigns. There is a difference in budget, but generally they offer the same Cost per Conversion as Performance Max. And Performance Max has only been running for 1.5months and it’s gained these results. Some context, for the same period across Smart Display, the Cost per Conversion = £19.81, YouTube = £36.37. So the difference is pretty significant.
Other results have included:
Ultimately, it’s a train we’d recommend boarding sooner rather than later and considering it won’t be a choice come Q3 2022, it’s the ideal time to test, learn, optimise, and know the toolkit available. Then come Q3, you’ll be first off the blocks.
For advice on Performance Max and PPC campaign optimisation, reach out to our award-winning team. As a 2022 Google Premier Partner, we’re in the Top 3% of Agencies in the UK and have access to all the latest Google beta tools for campaign optimisation. Want to know more? Get in touch here.