More and more marketers are turning to Performance Max, Google’s goal-based ad campaign format that helps target customers that are most likely to convert. Its automation capabilities have made it an inviting option for those looking to enhance their search campaigns.
“It’s a new goal-based campaign that aims to increase online sales, generate more leads and drive more store visits to physical business locations,” said Rodney Ip, global product lead of Google Ads, at SMX Next. “It’s designed to run alongside keyword-based search campaigns so you can easily drive more conversions across the full range of search, display, YouTube, Gmail, and Discover formats, all from a single campaign.”
“Performance Max puts your business goals front and center, and prioritizes these above other signals by inputting your specific conversion goals,” he added.
Performance Max is designed to complement keyword-focused search campaigns through automated bidding and targeting. Marketers looking to expand their customer reach and place a greater emphasis on goal completions won’t want to ignore all that these campaigns have to offer.
Automated bidding and targeting through cross-channel optimization
“Users help Performance Max understand what conversions matter most to your business,” Ip said. “Thanks to this focus on goals, Performance Max campaigns will leverage automated bidding and targeting technology, data-driven attribution, and automatically tailored ads to help you find more customers...
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