Unlike other campaigns Performance max campaign helps advertisers access all Google ad channels such as Google maps, search, display, Gmail, discover, and YouTube from one campaign. Google uses its machine learning to determine targeting audiences, select the best creative, and real-time signals to set up the bids to help you assist reach your objectives such as conversions and conversion value.

Performance max allows users to provide suggestions on audience segments but it does not limit itself to those suggestions. Your provided audience segments and objective are used to find the most relevant audiences to maximize the results. This campaign helps to fill up the gaps between different channels. Currently, you can create up to 100 performance max campaigns in an account.

How it works:

Performance max uses Google’s automation capabilities and combines them with your campaign objective (conversion and conversion value), ad creative (text, image, video), budget, and audience signals, etc. to drive better results and help you get more customers at a low cost.

When to use it:

  • If you have a considerable amount of conversion and conversion value data in your Google ads account then you are good to use Performance max campaign and if you don’t then you should refrain from using it because it uses your previous account data to look for the patterns and generate results.
  • If you are willing to expand your campaigns reach beyond search.
  • If you have specific advertising goals such as whether you want to focus more on conversions or conversion value.
  • Performance max is not a substitute for your existing campaigns you can use it to get additional reach that you are missing.

How it works with your search campaigns

  • Performance max does not replace your search campaigns but compliments them. If any search query is identical to any search keyword added to your account then the search campaign will be prioritized over Performance max.
  • If the query is not identical to search keywords then the campaign or the ad with the highest ad rank will be selected to show.

If you are not afraid of experimenting with new things and would like to increase your reach across Google’s all advertising channels then you should give Performance max a try. It might help you drive better performance and unlock new customer segments which you may have never imagined.