Google Performance Max: What Marketers Need to Know
Need to diversify your online advertising? Wondering how to leverage Google’s entire ecosystem to reach more people?
In this article, you’ll discover how to get started with the Google Performance Max ads solution.
This article was co-created by Brett Curry and Michael Stelzner. For more about Brett, scroll to Other Notes From This Episode at the end of this article.
Google Performance Max is a new campaign type from Google Ads. It’s a major update because it combines machine learning with multiple ad types.
In the past, Google’s advertising channels had lots of separate campaign types: search ads, shopping ads, display ads, discovery ads, and local ads. Performance Max can potentially work with all of those formats in one Performance Max campaign. It uses machine learning to decide which placements work best for your campaign as it goes along.
- Search and shopping ads include text ads and ad banners in search results.
- Display ads appear all over the internet for users who don’t have ad blockers.
- Discovery ads include high-traffic placements such as YouTube, the Google mobile app, and Gmail.
- Local ads include placements such as Google Maps, which can be invaluable for businesses with a physical presence that run local campaigns.