Google Performance Max offers businesses a way to amplify their pay-per-click advertising efforts by displaying ads across multiple Google services and platforms. This differs from other types of Google PPC advertising, which are typically centered around specific channels. Performance Max campaigns offer businesses greater reach and can help organizations like yours see greater returns from PPC advertising.
Let’s look more closely at what your business can achieve with Google Performance Max and what you need to know about this type of paid campaign.
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eCommerce Advertising: The Complete Guide To Paid Media
What Is Google Performance Max?
Google Ads Performance Max makes it easier for businesses to display their advertisements on several important Google channels and properties, including:
- Gmail
- Google Maps
- Google Search
- Google Display Network
- YouTube
With the diversity offered by Performance Max campaigns, businesses see greater returns and more opportunities to engage their target audiences. Google also incorporates automation and machine learning into these campaigns so that companies can get the best possible results. These advanced capabilities help match ads with audiences so that customers see the ads most likely to appeal to them.
Key Benefits of Using Google Performance Max for eCommerce
If you have yet to start using Google Ads Performance Max in your business operations, you may wonder if this setup offers any benefits over other types of ad campaigns. For most online retailers, the advantages of shifting toward Performance Max campaigns can be far-reaching. Google says this option delivers an 18 percent increase in conversions over what advertisers see when using other formats.
Some of the benefits include:
- Full access to Google’s ad inventory, including Google Shopping ads and sponsored search results
- Google Ads automation, which gets the right ad in front of the right audience
- Real-time performance insights, which immediately let businesses know how well their eCommerce PPC campaigns work, so they can adjust their strategies as needed
How Google Performance Max Works for eCommerce Campaigns
Businesses often ask us for more information about how they can set up these powerful eCommerce ad campaigns. Compared to standard Google PPC advertising, the initial setup process has some similarities.
You will build and manage ad campaigns through your Google Ads account. You’ll create a new campaign, select and define your goals, and then choose to run a Google Performance Max campaign. As with other types of promotions, you will set your budget and specify the ad’s target URL.
Next, you’ll reach the asset management phase. This process involves uploading your ads, such as images or videos, and previewing how they will look on the different Google properties. You’ll want to integrate a variety of different creative assets for maximum impact depending on where people see your ad.
You will also have the chance to select an audience type, such as people who previously interacted with your brand or appear to have certain intentions.
Once you have set up your ads, make sure you regularly run tests so you can see how your ad campaigns perform and where there’s room for improvement. This could help you achieve a higher ROAS (return on ad spend).
Tips for Maximizing Google Performance Max Results
As you begin to create Google Performance Max campaigns, you’ll want to strategize how you build your campaigns to produce the best results. Skillful optimization can have a tremendous impact on your conversion rates. Here are some tips to help you start setting up your campaigns for success:
- Use audience segmentation so that you can better pair your ads with the right audience. To achieve higher response rates, determine what demographic groups respond best and create ads for them.
- Take advantage of automated asset creation. Performance Max campaigns can automatically create ads based on your website’s landing pages. See what AI can do for you by enabling this feature.
- Continuously monitor your results. To get the most out of this advertising method, use tests to see how people respond to different iterations of a given ad campaign and adjust your strategy based on the results.
If you’re interested in maximizing eCommerce PPC campaigns, take advantage of the above-mentioned features and capabilities to boost your campaign ROI.
Conclusion: Should You Use Google Performance Max for Your eCommerce Brand?
Google Performance Max offers tremendous opportunities for businesses to create highly effective PPC campaigns. With the ability to manage campaigns across every Google channel from one place and use AI to help you show the right ads to the right people, you can now reach a wider audience with content they will appreciate.
If you haven’t designed campaigns with this new ad structure, we recommend you do so, especially if you want to incorporate Google Ads automation and improved ad efficiency into your marketing strategy.
Consider pairing your ad campaign with a site audit to discover more strategies you can use to maximize your online presence. You can also work with an experienced provider like Groove Commerce. We’ve helped businesses use PPC campaigns and Google Shopping ads to significantly increase their earnings. For example, one company boosted its year-over-year revenue by 185 percent.
Ready to get started on your new campaign? Contact us to get started.
