Google, like most advertising platforms, are really focused on increasing the quality of some of their more dynamic/automation-friendly campaigns- and their latest offering, Performance Max seems to be performing really well for a lot of media buyers in the space.

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Performance Max looks to automatically combine a lot of Google’s Campaign Types, for example, their Search, Shopping and Display ads.

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So how does it work?

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Essentially, you provide Google with a number of assets, the Merchant Centre and some well-written long and short headlines.

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From there, Google will dynamically find the optimal performance by mixing and matching assets to find the best variations, placements and situations to run your ads in.

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This is a really great step; having a really effective new campaign type that enables businesses to get conversions.

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However, it is important to note that it is new and, as with everything in the digital marketing space, things can change very fast.

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We’re hearing from our media buyers and others in the space that Performance Max is getting prioritised delivery over other Campaign Types like Google Shopping ads. This is likely because Google is showing priority and preference for the shiny, new Performance Max campaigns.

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Ultimately, the advice from this week's blog post is to test Performance Max (if you aren’t already).

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It’s a really great way to experiment with a new campaign type and pick up some results that you may have been missing out on by automating a Campaign Type that you may not have been using.

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A quick caveat is to remember, as with everything, to test for a fair length of time. Performance Max will have a delay before it reports results, so definitely remember that!

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Hope this helps!

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