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Customers today have multiple devices and interact with brands across multiple channels. Gone are the days of the linear consumer journey. Google understands that the customer journey landscape has changed, which is why they have announced new Performance Max features. These features are focused on finding a viable mix of inventory and ad formats to achieve the best possible results.

While the one-click feature makes life easier for the marketing world and is perfect for novice marketers, seasoned marketers have mixed feelings about the performance max campaign updates, as well as the mixed results.

But what is it all about?

What Is Google Ads Performance Max?

The nature of advertising has changed, and so has Google. Performance Max is a new type of targeted campaign that allows performance-focused marketers to access all Google Ads inventory from a single campaign. It's designed to boost your keyword-based search campaigns and help you find more converting customers across all Google channels like YouTube, Display Network, Search, Discover, Gmail, and Maps.

Peak Performance helps you increase performance based on your defined conversion goals and deliver more conversions and value by optimizing real-time and cross-channel performance with Smart Bidding.

Performance Max integrates Google's automation technologies for bidding, budget optimisation, audience, advertising, attribution, and more. All are driven by your specific ad goal and the creative assets, audience signals, and optional data sources you provide.

Benefits

Reach a new Google Audience

Adjust the goals that matter to your business and maximise conversions and conversion rates. Performance Max allows you to communicate with customers on Google channels. Through Google's real-time understanding of consumer intent and desires, combined with your input and audience signals, Performance Max can unlock new customer segments you might not expect.

Achieve better performance

Data-driven channel attribution optimises for most touchpoints that lead customers to conversion. Machine learning models are used to make more accurate predictions about which ad, audience, and creative combinations work best for you.

Receive transparent information

Asset peak performance reports help you understand which ads are impacting performance and help you optimize ad creatives to increase ROI. New insights, such as rising search trends, can help you understand changes in performance and form the basis for your broader business strategy.

Manage campaign automation

You can add your unique skills such as budget, business goals, and changes you want to measure. Google Ads automation can then find potential customers for your purposes and display the most relevant ad with the highest bid to increase campaign performance. Smart Bidding, combined with attribution technology, can help you determine the best option for your campaign in any Google inventory and determine the auction bids that have the best chance of achieving your real-life business goals.

Simplify campaign management

Naturally, all of these features come together to streamline marketing campaigns while ensuring impressive results - all with minimal effort from your side of course.

Why Is Google Bringing These New Features To Performance Max?

Performance Max's ability to target new users can help reduce embezzlement and help marketers find more innovative audiences. While it doesn't drive away past site visitors or those searching for your brand, it should be more effective for acquiring new customers than traditional PMax campaigns.

Additional insights can help troubleshoot setup issues and help marketers creatively match specific customer features, even when there's no way to target that audience in a campaign.

Finally, the new one-click migration should be a significant upgrade over a manual rebuild, as the lessons learned will be validated in the new PMax campaign. All of this comes together for a more successful, results-driven marketing campaign.

The New Performance Max Features

Google has announced three new google ads performance max features that will be released in the coming weeks. These features include:

1: Customer acquisition goal

While the customer acquisition target type is new to Performance Max, it is not new to Google Ads. Start by applying customer acquisition goals to Smart campaigns in Shopping. Thanks to the forced migration to Performance Max, Google has already made it available for this kind of campaign. The target type allows you to do one of two things: Bid for more new customers similar to existing customers as well as focus on optimizing for new customers only while maintaining cost-efficiency

2: Insight into customer interest

Google will launch Customer Interest Insights on the Google Ads Insights page. This update shows search topics that support conversations. This is a big problem because there are currently no such insights for peak performance campaigns. Advertisers provide very little detail about what is driving the conversation.

In addition, Google is running public previews of the asset. It tells you how the properties of your specific text, image, and video are tailored to specific audience segments.

3: One-Click Upgrade Tool

Google has launched a stage upgrade tool. Once the click-through tool is available for your account, you'll receive a notification in your Google Ads account over the next few weeks. You can access this tool from the Recommendations and Campaigns pages. The launch of smart campaigns in Shopping will begin.

Performance Max is About Maximum Performance

In case the name didn’t give it away – or the information above – the purpose of Google’s Performance Max is to enhance your marketing efforts in the simplest yet most effective way possible. If you haven’t already, it’s time to give Performance Max a try.

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