Performance Max

Performance Max is a campaign type within Google Ads. It is a combination of display, video ads, text ads and Google Shopping.

When set up properly, Performance Max is a very interesting addition to existing search and display campaign capabilities.

Particularly Interesting for e-commerce companies
Largely automated campaigns
Less to no control

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What is Performance Max?

Performance Max (PMax) was launched as a new campaign type in 2021. With 1 campaign, it is possible to deploy the different channels of the Google network:

Search (Google Search)
Display
Discovery
Google Shopping
Google Maps
Gmail

With Performance Max, Google is driving even more automation. As an advertiser, you provide all the necessary “assets” (images, videos, text, product feed, extensions, landing page, audiences) after which Google steers on the fully automatic pilot for the “best performance.

You should note that you have much less to no control over search terms, placements and bids because Google uses AI to determine what is good and relevant.

We therefore see PMax as an interesting addition for testing but not as a replacement for the existing campaign types.

Is Performance Max only interesting for e-commerce?

Performance Max has become the replacement for Smart Shopping (standard Shopping as a campaign type still exists) which of course is eminently interesting for e-commerce companies.

But, because you advertise with Performance Max on all of Google’s existing channels, the campaign type is actually relevant to all types of advertisers.

The only difference is that for non-e-commerce parties, Performance Max campaigns are set up without a product feed. For the rest, all so-called assets can be used.

Yes, Performance Max campaigns are interesting for all types of businesses to test with.

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