Performance Max Campaign Management

Performance Max was a significant evolution of Google Ads when it was introduced. Unlike Search and Display ads, Performance Max uses machine learning across multiple platforms, allowing it to optimise campaigns in real-time, leading to better performance and a higher return on investment (ROI).

What Is Performance Max?

Google launched Performance Max in November 2021 (the cool PPC kids like to call it “P-Max”). This new campaign type garnered significant attention within the advertising world, and for good reason.

P-Max is a fully automated, goal-oriented campaign within Google Ads that allows advertisers to access all of Google’s advertising channels from a single campaign. These channels can include Search and Display ads, Gmail, YouTube, Discovery, and even Google Maps.

One of Performance Max’s key advantages is its ability to use multiple Google channels to create custom audiences based on user behaviours and actions. This direct approach to audience targeting makes sure your ads are shown to users who are most likely to convert, resulting in higher conversion rates and ROI. It’s a win-win.

Another major advantage is that Performance Max campaigns complement your existing PPC efforts. They work by filling in the gaps in your targeting strategy and optimising ads for better performance.

You could say Performance Max is an all-in-one PPC campaign, giving you a higher chance of success. However, running a successful Performance Max campaign isn’t as simple as providing assets and sitting back to reap the benefits. Performance Max campaigns require effective management from a trusted and experienced agency.

What Your Typical P-Max Campaign Needs

Generally, a P-Max campaign does not require a large number of initial assets, but that doesn’t mean they should be overlooked!

A successful Performance Max campaign begins with high-quality assets, developed via careful analysis and research. With years of experience, we know how to create quality assets for high-converting Performance Max campaigns. From click-worthy copy to properly informed audience signals, we handle it all.

While asset requirements may vary depending on the campaign, the main assets typically include:

TextText is arguably the backbone of your Performance Max campaign, including headlines, descriptions, business names, and calls-to-action. Our expert PPC team crafts engaging copy, optimising it to meet Google's best practices and character limits while driving conversions. Our text communicates vital information about your products or services, guiding users to your crucial landing pages.
Image AssetsYour ads aren’t just about text and calls-to-action: they also include visually stimulating imagery. We’ll create high-quality images that enhance the effectiveness of your ad copy. Our visuals may include company logos or other images that convey essential information about your business or products.
VideosIn some cases, your P-Max campaign might also include videos. Our experts can produce sleek, professional videos that convey your campaign's message effectively while simultaneously entertaining your audience visually. We can also work with you to create videos using Google’s AI tools and your existing assets.
Ad Extensions Ad extensions are often an overlooked asset in Performance Max campaigns. They provide additional information about your business (such as contact details, important site links, and click-to-call buttons) adding extra layers of interactivity. Our ad extensions are crucial for rounding out your P-Max campaigns and increasing engagement and conversions.

How to Optimise P-Max

Once we have your initial assets, we can get to work optimising your campaign.

Performance Max campaigns are designed to streamline advertising across Google’s ecosystem, ensuring advertisers can reach potential customers wherever they are in their journey.

The focus of P-Max is automation, so we play a pivotal role in guiding the machine-learning process through quality assets, data, and strategic adjustments. The goal is to ensure that the AI works in harmony with your business objectives, delivering efficient results while maintaining brand control. Some of the ways we optimise for a successful P-Max campaign include:

Establishing A Clear Objective

Before launching a P-Max campaign, we define measurable goals to assess the overall performance and effectiveness of your campaign. Whether you are focusing on achieving a return on ad spend (ROAS), reducing cost per acquisition (CPA), or increasing website traffic or app downloads, we can identify and establish clear goals and objectives.

Produce High-Quality Inputs

Google’s automation performs best when provided with high-quality assets. Luckily, we can create assets of impeccable quality, from high-resolution, visually compelling images and videos to benefit-driven headlines and descriptions that are tailored to your target audience. But we can do even more than this: we also have lots of experience producing optimised product feeds that are ready to convert.

Leverage Audience Signals

While it’s true that P-Max automates targeting, we never rest on our laurels. We guide the campaign with audience signals to accelerate the learning phase and improve results. Our input helps Google to identify high-value users faster, improving campaign efficiency.

Choose The Right Bidding Strategy

Regardless of the type of PPC campaign, not opting for the right bidding strategy can be extremely detrimental. We help you to choose the right bidding strategy for your business. Whether you are targeting ROAS, CPA or conversions, we will ensure your bidding strategy is optimised for your specific needs.

Monitor & Optimise Campaign

Once the campaign has started, we don’t stop there. We monitor and re-optimise your campaign as it progresses. We utilise cross-channel performance analysis to gather as much data as possible so we can make informed and appropriate decisions. We’ll also replace underperforming assets with highly effective new resources.

Enhanced Conversion Tracking & Staying Up-to-Date

We use enhanced conversion techniques (including tracking online and offline conversions, as well as goal prioritisation). Google is always introducing new features and improvements for P-Max campaigns, so we stay informed and ensure that your campaign is future-proof.

Feed Attritubes In P-Max Campaigns

We wouldn’t usually highlight one particular aspect of a P-Max campaign, but in this case we thought it was essential.

Feed attributes are the backbone of successful Performance Max campaigns. These attributes (such as product titles, descriptions, images, and prices) serve as the critical data that Google relies on to match products with user intent. By ensuring your feed is optimised and representative of your offerings, we help to maximise your visibility across Google’s ad placements, attracting the right audience and driving meaningful engagement.

Our approach to feed optimisation focuses on delivering high-quality inputs to Google’s machine learning. Detailed titles, compelling descriptions, and precise availability updates ensure that your ads align with user searches, boosting click-through rates and overall campaign performance. Additionally, we leverage attributes like product categories and custom labels to create tailored strategies, ensuring your ads target specific customer segments or align with unique business goals.

By optimising feed attributes, we also safeguard compliance with Google’s policies, reducing the risk of disapprovals or disruptions. Beyond compliance, a well-structured feed provides actionable insights, helping us to identify your top-performing products and refine campaign strategies for maximum ROI. As your P-Max partner, we ensure your campaigns are set up for success, leveraging feed optimisation to drive conversions and grow your business.

Our Client Successes

Featured Case Studies

Lesters Nurseryworld is a highly rated Nursery Retailer. In fact, they’re the best in the North West! However, being number one means that they’re always striving to do better, which is why they came to us to ensure their PPC was top-class.

We overhauled their PPC campaigns to achieve year on year growth of 30% for revenue and 20% for ROAS when compared to the previous year. Lesters’ were thrilled, and were keen to forge a long-lasting partnership with us.

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A Trusted Performance Max Agency

Performance Max can increase company revenue by an average of 78.15% in six months.

If it isn’t already evident, having an effective Performance Max campaign can really benefit your business. However, not effectively managing your P-Max can be as detrimental to your business as a well-run campaign can be beneficial.

Our brilliant PPC team has years of experience when it comes to managing and optimising a variety of PPC campaigns, including Performance Max. Our team have been there since day 1 of the Performance Max launch, so we’ve adapted and grown as P-Max has become more and more common. We can help you to manage your P-Max campaign, ensuring maximum ROI and a successful campaign.

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DISCOVER HOW WE LEVERAGE CUTTING-EDGE AD TECHNOLOGY TO ACHIEVE OUTSTANDING RESULTS.

1
Set Your BriefDiscuss your current strategy, tactics and growth aspirations, and we’ll explain how we can match them to the multi-faceted approach you need to dominate modern PPC.
2
Partner with the BestDiscover the quick wins we can implement to boost your results and surpass your KPIs (including data-led CRO insights to smoothen customer journeys).
3
Anticipate Your SuccessWe’ll finalise the expectations our technology and proven methodologies can provide to scale your business and unlock your untapped potential.