
What is Performance Max?
- 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?
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.
