Google Updates Performance Max. Drive Google Ad Campaigns with AI and Automation.

Published: July 13, 2022

min read

Google added several new features for the Performance Max campaign.

The Google Performance Max campaign is an automated tool using high-end machine learning to display ads across all its channels - YouTube, Gmail, Discover, Search, and Maps -for each campaign.

Google is phasing out Smart Shopping Campaigns and Local Campaigns by auto-upgrading them to the Performance Max model. Technically, Performance Max has all the features of Smart Shopping. In addition, it also serves on all Google ad inventories and provides other advantages.

Google calls Performance Max the next generation of Smart Shopping campaigns. The new features of Performance Max campaign include seasonality adjustments, data exclusions, explanations, optimization score, advanced location targeting, and diagnostic insights.

The Senior Director of Google, Eduardo Indacochea, says, "If change is the challenge, businesses are turning to automation to stay ahead of ongoing shifts in consumer demand. Fortunately, advertisers do not have to predict the future in order to be prepared for it."

According to Google, advertisers have an average of a 13% increase in conversion value at an equivalent cost per action when using Performance Max ads.

Our Point of View:

The Google Performance Max is a goal-based campaign. It differs from other paid media campaigns in the way it uses automation, artificial intelligence, and campaign diagnostics.

Marketers must be clear on their advertising and conversion goals. Google only optimizes campaigns to these goals. With Performance Max, AI and automation are used to find specific audience types and influence them through the Google ecosystem. 

Advertisers optimize campaigns before launching them. With advanced location options, marketers can now exclude locations while targeting. Which is just as important as deciding which locations to include.

Successful data and analytics driven marketing rests on the bedrock of accurate data. The Data Exclusion and Seasonality feature can remove inaccurate or incomplete data and adjust for seasonal trends to keep the data set clean.

A thorough analysis of each product on your product feed improves overall business performance. Explanations make this routine painless.

But optimization is also a reactive course-correcting exercise. Diagnostic insights offer advertisers more visibility for troubleshooting issues and ensuring the campaign runs smoothly.

The Optimization score is a percentage-based estimate of how well the Google Ads campaign is likely to perform. Recommendations measure how this score improves if the recommendations are accepted.

This allows marketers a high level of granularity. Advertisers get account-level and campaign-level control, and increased transparency.

The Performance Max campaign also helps eliminate time spent on manually setting up the campaign across all platforms. It automates this and simplifies the process of managing campaigns.

If you run Google Ad campaigns, you won’t have a choice of not using Performance Max features. Which is not a bad thing. Google has put in a lot of thought into the campaign management process and introduced these features. They definitely boost productivity.


Bill Walker

Bill is a marketing strategist who believes in the power of storytelling. He's known for his creativity, wit, and ability to connect with audiences across all channels. When he's not crafting marketing campaigns, you can find him hiking in the mountains or reading a good book.


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