Creating a Performance Max campaign
To launch a Performance Max campaign, you first need to define its primary goal and the most important conversions that will optimize performance. After setting the goal, you need to choose a bidding strategy (it should align with the advertiser's business goal). Next, you need to select the location and language settings. It's also worth remembering the Final URL Expansion feature – it helps you find new, relevant queries that weren't included in your search campaigns or those for which Performance Max has a higher ad rank.
Adding inventory
The high quality and diversity of the delivered advertising assets play a crucial role in the success of intelligent campaigns. Performance Max campaign assets include:
- final URL (the address of the website to which the Internet user is redirected after clicking on the advertisement),
- graphics (max. 20),
- advertiser's logo (max. 5),
- advertising films (max. 5),
- short headlines (max. 5),
- long headlines (max. 5),
- short advertising text (max. 1),
- long advertising texts (max. 4),
- company name,
- call to action (CTAs).
PMax campaigns automatically combine uploaded assets into all available ad formats that match your conversion goals. More assets allow you to build more ad formats and combinations, display more engaging creatives to your audience, and cover more available ad spaces, ultimately leading to increased conversions or higher conversion values.
You should also add all possible ad extensions to your PMax campaign (sitelinks, promotions, prices, connections, explanations, information, locations, and a contact form). Extensions are essential ad elements that allow you to convey more information about your offer and increase the advertising area. Extensions make your ads more visible.
Performance Max Ad Targeting
A huge benefit of campaign automation is reaching new groups of interested audiences that may not have previously occurred to advertisers. PMax campaigns allow ads to be displayed to new, valuable customers, and are not limited to rigidly selected groups, as is the case with, for example, Search Network campaigns, where ads are displayed solely based on keywords.
Performance Max campaigns are targeted based on so-called signals. Audience signals guide campaign algorithms in the right direction, providing crucial information and thus significantly accelerating campaign optimization. The best audience signals from the system's perspective are custom segments and customer and website user lists. These signals contain crucial information about conversion probability, showing the algorithms who converted, where, and how quickly. This data allows the system to "learn" best practices.
Product feed in Performance Max campaigns
In the case of online store promotion, an essential element of the Performance Max campaign is a product file (product feed) – exactly the same one that was used in product campaigns (PLA).
