After launching as beta in October 2020, Google Ads rolled out the Performance Max campaign to all Advertisers the company announced Tuesday. The company also announced that Smart Shopping and Local campaigns will be included in Maximum Performance at some point in 2022.
What is a Maximum Performance Campaign? First featured at Advertisement Week 2020 , Maximum Performance campaigns are designed to allow advertisers to place ads across all Google-owned and operated properties, rather than creating specialized ads for specific channels. As a result, Maximum Performance campaign ads are eligible to run on all inventory, including Search, Explore, Display, Gmail, Maps, and YouTube, and are used to complement Standard Search campaigns.
Similar to other types of automated campaigns, advertisers provide copy and image and/or video assets, and Google's machine learning system serves responsive ads across channels. The bid is set using Smart Bidding based on the advertiser's goal.
Maximum Performance campaigns are also part of Google Ads Details page showing trending searches, auction insights, and account-tailored interest predictions.
Smart Shopping and Local campaigns will be “upgraded” to Maximum Performance. “To help you drive sales, both Smart Shopping and Local campaigns will upgrade to Maximum Performance in 2022,” Google said in the announcement. This means that at some point in the next year, Smart Shopping and Local campaigns will no longer exist in their current state and advertisers may have to switch to Effective campaigns. maximum capacity to be eligible to appear on more channels.
“We treat Performance Max as a single, unified campaign type, and we wouldn't deliver on performance promises if it didn't include Smart Shopping and Local campaigns, which is why why they will be upgraded moving forward,” a Google spokesperson told Search Engine Land.
Why do we care. Since the beginning of the pandemic, consumer behavior has been constantly disrupted as consumers adapt to new circumstances. Responding to such new and evolving behaviors can be challenging for brands and may require new strategies, which also take time to implement. Google has positioned its automated campaigns, such as Performance Max, as a way to help advertisers stay ahead of the curve by leveraging Google's machine learning technology. It even boasts an average 13% increase in incremental conversions for advertisers using Maximum Performance As always, it's best to test out new features (or in case This is a campaign type) to gauge if it's a good fit for your brand and audience.
Testing will also be especially important for those who currently rely on Smart Shopping and Local campaigns, as they will be rolled out to Maximum Performance next year. Google won't make changes this year as advertisers may already have a roadmap for the 2021 holiday shopping season.
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