Google Ads has been available to marketers for 22 years — if it were a person, it would be a sophomore in college. Yet changes to Google Ad features over the years has sometimes left marketers feeling as they needed a college degree to understand the feature benefit.
In recent years Google has looked for ways to simplify the campaign workflow so that the benefits from the features were clearer. Its latest update is a goal-based campaign, Performance Max. It aims to simplify the decision-making behind managing campaign assets and reach so that marketers can stay focused on the messaging that sets up a great customer experience.
What Is Performance Max?
Performance Max is a Google Ads feature that streamlines campaign adjustments in all Google advertising channels. With Performance Max marketers can access their Google Ads inventory from a single campaign. Doing so eliminates the need for specialized ads for specific channels, reducing the planning time and organizing the workflow with the ad inventory in mind.
Performance Max ad campaigns are selected in the Google Ad account. Analysts navigate to the marketers, provide the ad copy and its associated headline, logo, image and video assets. Using smart bidding based on the marketer's goal, Google applies machine learning to create a combination of the ad assets into an ad copy. The ad is then served across all the Google main channels: search, display, YouTube, maps, Gmail and discover.
Google rolled Performance Max out of...
Read Full Story: https://www.cmswire.com/digital-marketing/using-performance-max-in-google-ads/
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