In a video tutorial, Google tells advertisers how to upgrade Google Display Ads campaign to Performance Max.
The speaker first discusses the benefits of upgrading, such as increased conversions and simplified account management. They then walk through the steps of the upgrade process, which includes reviewing your assets and campaign settings.
Google Display Ads and Performance Max Campaigns are ad campaigns that allow you to reach potential customers across Google's network of websites and apps. However, there are some key differences between the two types of campaigns.
Scope: Google Display Ads campaigns are limited to the Display Network, while Performance Max campaigns can also run on Search, YouTube, Discover, Gmail, and Maps. This means that Performance Max campaigns have the potential to reach a wider audience.
Targeting: Google Display Ads campaigns use a variety of targeting options, such as keywords, demographics, and interests. Performance Max campaigns use machine learning to identify the most relevant users for your ads, based on a variety of factors, such as past behavior and search history.
Bidding: Google Display Ads campaigns use a variety of bidding strategies, such as manual bidding and target CPA. Performance Max campaigns use Smart Bidding, which automatically adjusts bids based on real-time signals to maximize conversions.
Creatives: Google Display Ads campaigns use a variety of creative formats, such as image ads, video ads, and text ads. Performance Max campaigns use a variety of creative formats, and the machine learning will automatically generate new ads based on your campaign goals.
Google Performance Max potential problems
Google Performance Max campaigns are a relatively new type of campaign, and as such, they have some potential problems that advertisers should be aware of.
Transparency and control: Performance Max campaigns are managed by Google's machine learning algorithms, which means that advertisers have less control over how their campaigns are run. This can be a problem for advertisers who want to have more control over their campaign settings and creatives.
Performance fluctuations: Performance Max campaigns can be more volatile than traditional Google Ads campaigns. This is due to the fact that the machine learning algorithms are still learning and may not always make the best decisions. As a result, advertisers may see their performance fluctuate significantly from day to day or even from hour to hour.
Data quality: Performance Max campaigns rely on a lot of data to make decisions. This data can come from a variety of sources, such as website visits, app interactions, and customer purchase history. If the data is not accurate or complete, it can lead to poor campaign performance.