If you ever use Google Ads, you’ve probably heard of Performance Max. Performance Max is a campaign type that aims to maximize performance within your set goal. Performance Max complements campaigns based on keywords in the Search Network, as well as Google Shopping, Display, and Video campaigns. By combining all these campaign types, more conversions are generated for customers.
With Performance Max, you can improve performance based on the specified conversion goals. In this article, you’ll learn more about how Performance Max does this. We’ll conclude with a few tips to help you set up a Performance Max campaign.
About Performance Max
Performance Max is currently the newest campaign type within Google and is fully automated. Because Google Ads automates this entirely, it does mean you have less control over your campaigns—especially compared to campaigns from the “old” Google AdWords, for example:
- Bidding on individual keywords is not possible within Performance Max, and manually adding negative keywords is also not possible.
- When using Performance Max, you get fewer insights than with other campaign types; there are virtually no reporting options.
- Google itself creates content such as YouTube videos, which are compiled using your text and uploaded images.
Tips for using Performance Max
To help you get started, we’ve put together a list of tips for you. These tips cover how to set up your Performance Max campaign:
- Ideally, the headings and description lines should contain only the key information you want to highlight.
- Use capital letters correctly. For example, capitalize the first letter of a sentence, as well as the words you want to highlight. These words immediately grab the reader’s attention.
- Ensure a clear distinction between the headlines and the description lines. These should not be identical, so they can be used for every ad type.
- Make sure the images are high-quality and that you add the maximum number to your campaign. This way, you give Google more options to display the best-performing images.
- The use of visual content strengthens your brand and represents your company. If you don’t have visual content, you can easily create a video using the free online tool: YouTube Video Maker, which gives you more control.
