Imagine, all your ad campaigns across Google channels in one place. No more creating different sets of ads, targeting options and budgets for each channel. Search, then Display, then YouTube… Until you are finally done with each channel. Thanks to Pmax’s single channel campaigns, you can have access to all of Google’s ad inventory in one single campaign.
But, this is too good to be true, right? At Colewood Digital, we have compiled both pros and cons to give you the best insights to using a PMax campaign so you can decide how to create the best PPC campaign for you and your business needs.
The Benefits of Performance Max Campaigns:
- You Can Reach a Huge Audience
Pmax covers all of Google’s ad channels —Search, Display, YouTube, and more— in a single campaign so you can reach more people, more efficiently.
- There is No Need to Juggle Anymore
Juggling multiple campaigns is hard work, but it doesn’t need to be. With a simplified campaign structure, you can manage one PMax campaign that does it all. Making your life a lot easier.
- Google is Smart, So Use it to Your Advantage
Performance Max also uses Google AI to optimise bids and placements. So, Google’s genius algorithms can handle your targeting and bidding in real-time whilst automatically adjusting itself to get you the best results. Whether that is your sales, leads, or other goals, PMax campaigns can help you.
- You Provide The Assets, Google Creates It For You
By providing assets like your headlines, descriptions, images and videos, Google will combine them for you to create the best ads for each platform. Freeing up your time to tackle the rest of your to do list.
Cons of Performance Max Campaigns:
- You May Get a Clearer Picture, But it Doesn’t Give You Details
Pmax may not give you as much detail in its reporting as your standard campaigns will. But, you can use scripts to get more insights into your campaigns if you need to.
- Some Products Will Get More Attention
Pmax tends to focus on small parts of your product feed based on historical performance. That means more products will get more attention than your other ones. This is definitely something you should bear in mind when creating your Pmax Campaign.
- PMax Loves To Test
Whilst this may not always be a bad thing, tests don’t always pan out. But, this can also lead to inconsistent results and performance.
- PMax Needs a Good Amount of Data to Work The Best It Could be
Unfortunately, a performance max campaign needs a good amount of data to work effectively. Google recommends 50 to 100 conversions per PMax campaign per month, but it could also work with as little as 30 per month! This isn’t great if you have limited data as you may see higher costs and lower results.
- You Have Less Control
If you like having more of a hands-on management approach to your PPC campaigns, this may be a drawback for you. With a PMax Campaign, you have less control over the details in comparison to other campaign types.
The Best Performance Max Strategy
Performance Max campaigns are on the rise, so it comes as no surprise that many PPC strategists like us, have been working on testing various strategies. But, with many popular Pmax strategies churning out results, how do you know which one is right for you?
The devil is in the details. Every PPC strategist will analyse the data in your account so they can give you a personalised route based on your data. Since Pmax is definitely not known for its ability to provide data, the clever minds of a PPC strategist have been able to give you the power of information back to you, as the end user.
At Colewood Digital, our Head of PPC, Paul Taylor recommends you add a Pmax insight script and a search term insight script with a trending search terms script. This will be able to give you information on your product and placement data like your spend and performance % per channel.
If you need some extra help creating the perfect Performance Max Campaign, you can contact us at Colewood Digital today and our Paid Search specialists in Google Ads can help you.
