Maximizing Performance with Google's Performance Max Ads: 5 Tips for Marketing Success

Blake Wisz
March 10, 2023

I've seen an increase in folks chatting about Google's Performance Max Ads so I started to do some research and try them out for myself—even though Google shared about this in 2021. Performance Max is powerful tool that previously help businesses reach a wider audience across ALL of Google's channels. Getting started is relatively painless but let me guide you with some recent thoughts from setting up a campaign myself. Here are the top five tips for using Performance Max Ads effectively:

image of google layout for performance max from googles site

1. Define your target audience: Before creating Performance Max Ads, it's essential to define your target audience. This means identifying the demographics, interests, and behaviors of your ideal customer. By doing so, you can create ads that are tailored to their needs and interests, increasing the likelihood of them clicking on your ads. However, I recommend trying a campaign for retargeting recent website visitors. It will give you an idea of those already engaged with your content but might need that extra reminder to review your business and sign up. You also—can add—and google recommends—a lead generation form so have a clear CTA or offer in mind to acquire information like emails.

2. Utilize machine learning: One of the biggest advantages of Performance Max Ads is that they use machine learning to optimize ad delivery. This means that the system automatically adjusts your ad placements, targeting, and bidding based on your performance data. I know its hard not to have the control right? But if this works properly and you will be able to measure the results rather quickly if you start with a good budget it will be a time saver for you. To take advantage of this, make sure to give the system enough time to learn and optimize your ads. Test. Test. Test!

screenshot of synthesia landing page

3.Use Video: Due to the nature and expanded reach of Google in areas like Youtube you need to have a couple videos to use. Don't leave it up to Google or they will likely auto-create video/animation ad that you might not like or even worse your target audience might not like. There are many good options for creating B2B videos out there but one that gets me excited from an AI perspective is Synthesia. Synthesia is an AI video creation platform. Thousands of companies use it to create videos in 120 languages, saving up to 80% of their time and budget. They actually let you create your first video totally for free so check it out.

4. Optimize for conversions: Performance Max Ads allows you to track various types of conversions, such as website purchases, form submissions, and phone calls. By tracking conversions, you can optimize your ads for the actions that matter most to your business. To do this, make sure to set up conversion tracking and regularly review your performance data. For me I am often focused on retargeting current website visitors and usually use a more recent timeline for retargeting.

screenshot of asset details for googles performance max

5. Test and experiment: Finally, it's important to test and experiment with different ad formats, targeting options, and bidding strategies. This will help you identify what works best for your business and continuously improve your ad performance. Don't be afraid to try new things and keep learning from your results. Looking specifically at your "asset details" is a good way to rid your campaigns of low performing content and to update with similar content that is performing well.

By following these tips, you can make the most out of Google's Performance Max Ads and improve your online marketing efforts.

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