Hazel Owens interview on performance max pros and cons
Hazel Owens explaining some of the key pro’s and cons of google’s Performance Max campaign type.
Performance Max Pro’s & Con’s Transcript
Quick recap:
Google’s Performance Max campaigns, also known as PMax, are still relatively new, being fully rolled out across all accounts in 2021.
It’s Google’s new fully automated campaign type that allows you to show ads across all of Google’s ad networks in a single campaign, including Search, Display, YouTube, Discover, Maps, and Gmail.
We all know Google likes to take away our control – and being the control freak I am, it’s not my favourite campaign type, but it is here to stay so lets take a look at some of the pros and cons.
PMax pros
You can reach new audiences across all of Google’s channels
Full automation means Google does the work for you
There is a little control, with the assets and Audience Signals you provide
PMax cons
Full-funnel conversion tracking is a must if you want to assess and optimise your performance
Things like where ads are shown, creative combinations, keywords, and search queries are elements that we are used to being able to manage but will no longer be able to control
PMax campaigns don’t provide insights into remarketed versus new customers or brand versus non-brand
A lot of creatives and assets are needed for the campaigns to work well – so make sure to a library of these readily available plus extra for future testing
To learn more about Performance Max campaigns or get advice on setup contact Freelance To Success
