What They Say
“Performance Max helps you drive performance based on your specified conversion goals, delivering more conversions and value by optimizing performance in real-time and across channels using Smart Bidding.
Performance Max combines Google’s automation technologies across bidding, budget optimization, audiences, creatives, attribution, and more. They’re all empowered by your specific advertising objective (for example, if you have a CPA or ROAS target) and the creative assets, audience signals, and optional data feeds you provide.”
What We Say
Since its widespread rollout in early 2022, Google Ads’ Performance Max campaign type has divided opinion. Some say that the new technology—which combines automated bidding, budgeting, modelling, and creative testing—is a game changer: one that can help businesses of all sizes achieve their advertising objectives. Others, meanwhile, have been quick to point out the potential downsides of relinquishing so much control to Google’s algorithms.
There’s no doubt that Performance Max represents a major shift in how Google Ads is going to be used in the future. And, with the company continuing to make improvements to the software—such as the addition of new conversion types and improved support for cross-device campaigns—it’s clear that this is only the beginning.
For better or worse, AI and machine learning are here to stay in Google Ads. If you want to remain ahead of the curve, it’s time to start getting familiar with these technologies, and how best you can leverage them to your advantage.