Of course, this new type of campaign must be used with extreme caution to avoid burning budgets . We will explain how in the next paragraph.
How to Avoid Burning Your Budget with Max Performance
max google performance
max performance google ads
In the first image we see the placements with small graphic examples. These are the different placements with ads in video format, graphic banners, on email, on maps, on Discovery or on the Google Maps app also available on mobile.
The most interesting thing is the funnel .
The promise of Performance Max is in fact to focus on the final part of this funnel , that is, the one closest to the conversion.
As you can see, we have a conversion path:
Brand Discovery
consideration
actual conversion.
Performance Max places itself in the last phase before the purchase: it will do everything to bring home the conversion .
Even though it can potentially go on Display and Youtube , for example, Max Performance does not replace Display campaigns or those launched on Youtube . The latter in fact have the purpose of providing coverage, that is, making the brand known and therefore not of converting directly. In other words, they generate interest in the products and the brand.
On the contrary, the Performance.
Max campaigns aim to close the BC Data Malaysia conversion as soon as possible , so much so that this type of campaign includes all remarketing campaigns , that is, re-intercepting the user who has expressed an interest in some products.
Try to imagine how many times you
put a product in your cart, didn’t complete the purchase and in the following weeks you found banners on YouTube, Facebook and Instagram with an announcement that went something like this: “You didn’t complete the purchase! Come back to me, for you a 10% discount”.
With Max Performance it is also possible to run remarketing campaigns that were previously relegated to the old Google ADS.
Fortunately, we are not obliged to be present on all channels. We can choose where to appear . In the next image we see that there are several assets:
Images
titles
descriptions
products
In this case the selected asset is Cracking the Belgian Code: (Maximize Your Reach in the Heart of Europe) only the one related to the products , that is, those of the Merchant Center that we were talking about before. They are exactly the products that we had in the old Smart Shopping .
By not inserting any graphic elements, titles and descriptions, we are telling Google to run the campaign only on the Shopping part . That is, we only show the products that we have on Merchant Cen.
