Automatic creation and playout of advertising media with a high reach – the new Performance Max campaigns from Google make this dream come true. The new campaign type has been available since mid-2022. Is it worth it? Is it really the best way to implement successful campaigns? We have tested the function extensively over the past few months. We’ll show you what Performance Max campaigns are all about, how they can be created and what advantages and disadvantages they entail.
What are Performance Max campaigns?
Performance Max campaigns (also known as P-Max) are a comparatively new tool from Google. The name already gives it away: It’s all about getting the most out of your campaigns. The new campaign type makes it possible to create campaigns fully automatically. Google combines the playout options of the various campaign types. In addition to the familiar ads in the search network, you can also reach users via YouTube ads, Shopping ads, Google Maps and the Google Display Network with Performance Max campaigns.
How are Performance Max campaigns created?
Firstly, you specify ‘Maximum performance’ as the campaign type. The creation of Performance Max campaigns is then comparatively simple. Roughly broken down, these are the steps to start the campaign:
- Define the target project
- Give the campaign a title
- Set a budget
- Create various assets such as headlines, text passages, videos or images (a maximum of 5 asset groups are possible)
- Define when and where your advert should be displayed in the advertising scheduler (time/geographical restrictions)
What are the advantages of Performance Max campaigns?
Google’s new campaign type has a number of advantages. The most important is undoubtedly the simple automation of campaigns. It has never been easier to put together different advertising media from different creatives and play them out across all channels. As many campaign types are combined into one, the time required is significantly less than with standard campaigns.
The reach is also a clear advantage. With a sufficient budget, a lot of data is generated and the algorithm is thus trained.
With stored assets such as video snippets or images, Google can also create videos automatically. The videos can be good, but they don’t have to be. You should therefore not necessarily rely on this function and instead store videos you have created yourself as assets.
What are the disadvantages of Performance Max campaigns?
We have now shown that performance max campaigns have many useful advantages. But where there is light, there is also shadow – or in other words: the new campaign type also has certain disadvantages.
The control and design is more limited than is familiar from other campaign types. The transparency of the process also (still) leaves something to be desired – making Pro Max campaigns a question of trust in Google.
The evaluation and optimisation of keywords, campaign data or channels is difficult, and no keywords or placements can be excluded. The main feature of the campaigns is the automated design. You should therefore be aware that it is not possible to create your own advertising material.
Conclusion: Exciting automation options, but little efficiency and control
With a sufficient budget, Pro Max campaigns are a useful extension. The function is powerful and easy to manage. However, the limited optimisation and control options are a clear disadvantage, which is why standard campaigns will continue to play an important role in the future and will not be replaced by the new campaign type. The challenge for advertisers in future will be to develop sensible strategies for how the algorithm can best be utilised in order to achieve maximum performance.
