How to Get More Sales with Performance Max [Step by Step Set Up Guide]

Google Ads has a shiny new toy, which is Performance Max campaigns. Performance Max is a new goal-based campaign type that allows performance advertisers to access all of their Google Ads inventory from a single campaign.

It's designed to complement your keyword-based Search campaigns to help you find more converting customers across all of Google's channels like YouTube, Display, Search, Discover, Gmail, and Maps.

Once you have understood these following core terms, you will be able to successfully set up your own Performance Max Campaign with ease. 

Core terms:

• Asset Groups: if you have run any type of Google Ads campaign, you would have heard of Ad Groups, and Asset groups function very similarly to ad groups. Your asset groups should be built around different types of products or services and not audiences which a lot of people recommend. 
• Audience Signal: In each asset group, you can add your audience signal, which is where you provide keywords, websites, audiences and demographic groupings to help Google with its initial targeting 
• Assets: these are your ad copy headlines & descriptions, your images and videos that you add to your asset groups, and they create the ads that the user sees.

Now that you have that understanding of these core terms, all you need to know is the process of setting up your performance max campaign. 

Download your free copy of my Performance Max campaign set-up guide in my YouTube video description below. 

For those who want to learn more, keep reading for more tips on getting the best results with these campaigns.

What is Performance Max?

With the help of the Google Ads feature Performance Max, marketers can design performance-driven campaigns that are optimized for specific results, such as Sales, Leads, and Website Traffic. Using immersive video, picture, and native ad formats across many channels, this new suit enables advertisers to target specific customer categories by leveraging machine learning and real-time bidding. Performance Max campaigns seek to get outcomes by targeting the appropriate audiences with relevant material when they are most receptive.

How is Performance Max Different from Google Search Campaigns

• Performance Max campaigns have predetermined sales objectives, while Google Search campaigns are focused on reaching a wide audience
• They target specific customer segments, while Google Search campaigns are more generic and non-segmented
• These campaigns allow you to bid at the keyword level with adjustable bids, while Google Search campaigns rely on automated bidding algorithms to determine bids
• Performance Max campaigns require a higher budget than regular search ads
• They show creatives in an immersive format that blends with web content, while search ads show basic text-based ad formats

Tip for making your Performance Max campaigns successful

For the step-by-step setup, you can follow my guide above, but here are some tips to make the most of these campaigns.

Determine your goals for the campaign

Before jumping into a Performance Max campaign, it is important to determine the goals you want to achieve. Ultimately, the goal should be something that can be directly measured and compared. Some common goals for Performance Max campaigns include sales, leads, and website traffic.

Once you have decided on the metrics you want to track, make sure to set targets and budgets accordingly. It is also important to closely monitor your results throughout the course of your campaign, as this will allow you to make any necessary optimizations or adjustments in real time.

Define your target audience in as much detail as possible

In order to maximize the results of your Performance Max campaigns, it is essential to define your target audience. This means researching who is likely to purchase your product or service, understanding their demographics and interests, and identifying any potential gaps in your customer base.

Consider factors such as age, gender, income level, job role, location and hobbies when assessing who might be interested in your offering. Additionally, you should also consider where these people are most likely to engage with your ads - i.e., which websites they frequent or which YouTube channels they watch.

Finally, investigate whether there are any under-serviced customer niches that you could tap into by targeting them through specific keywords or topics. By deeply understanding the target audience for your Performance Max campaigns, you can ensure that you are delivering the right message to the right people at the right time for maximum impact.

Understand the different Performance Max formats

Google's Performance Max campaigns come in various formats and can be used to reach specific audiences. The most common formats are Display Ads, Search Ads, Video Ads, App Ads, Shopping Ads and Gmail Ads.

For the most effective campaigns that cover all avenues, you need to prepare assets that can be grouped into asses groups that can completely cover every ad type available.

Display Ads: Display ads appear mainly on websites and contain imagery or videos rather than text. These are great for driving brand awareness as they are visible to many people at once.

Search Ads: Search ads usually appear above or beside search engine results when a user types in certain keywords related to your product or service. They tend to perform well due to their high visibility and relevance to the user’s query.

Video Ads: Video ads are an engaging way to capture users’ attention with visuals and audio content. They can be used for both branding purposes and direct response objectives such as app downloads or website visits.

App Ads: App ads are used primarily for promoting mobile applications either within other apps (interstitial) or in between screens (rewarded).

Shopping Ads: Shopping ads appear when users search for products related to your business on Google. They typically display an image of the product, its price, ratings and availability, along with an option to purchase directly from the ad itself.

Gmail Ads: Gmail ads allow you to target users based on their email activity by displaying relevant offers or promotions inside their inboxes.

Develop content ideas

Once you have a clear understanding of your target audience, it’s time to develop content ideas to meet their needs and interests. Start by creating an outline of what topics would be beneficial or interesting to your target market. Then brainstorm stories, headlines, visuals and calls-to-action that align with the topics you've identified.

Think outside the box when it comes to content - this could mean coming up with unique angles for existing stories or exploring more innovative options such as interactive videos or explainer animations. It is also important to consider how different types of media can be used in combination – for example, text and images together can create powerful messages that stand out from other ads in users’ feeds.

Write compelling copy

When it comes to any ad campaign, writing compelling ad copy is essential. Your goal should be to craft a message that quickly captures the attention of viewers and draws them in with an engaging headline, informative body copy and a powerful call to action.

For instance, you can use language that resonates with your target audience and reflects their emotions or feelings. You should also consider incorporating humour or puns into your messaging – when done appropriately, this can help make your content more memorable and enjoyable for users. Similarly, avoid using industry jargon since this is likely to alienate non-specialists from your ads.

Finally, make sure all of your messages are concise – too much information can be overwhelming for users and lead them to lose focus on what you are trying to communicate. By following these tips and writing creative yet concise copy for your Performance Max campaigns, you can ensure that your messaging stand out from the competition and drives the desired results.

Create eye-catching visuals

The visuals you choose play an important role in the success of a Performance Max campaign – after all, they are one of the first elements users will notice. To increase your chances of engagement, pick visuals that stand out and capture users’ attention at a glance.

When selecting visuals, opt for high-quality images that represent your brand or messaging without being overly salesy. Alternatively, design graphics to pair with your copy and calls to action. This could involve adding icons and illustrations to emphasize key points in your messages. You should also experiment with different types of visuals, such as video ads or 360° content, that can engage users even further.

Measure and adjust based on results

To maximize the impact of your efforts, measure your campaigns’ performance and adjust your strategy based on the data. Track key metrics such as impressions, website visits, clicks and conversions to get a better understanding of what works best for your target audience.

You should also analyze campaign data over time to uncover emerging trends that could offer insights into consumer behaviours. Consider adjusting bids, budgets and targeting parameters as needed to ensure you are getting the most out of your campaigns. Additionally, optimize creative assets like ads, videos and images to ensure they are delivering maximum value at all times.

By measuring the results of Performance Max campaigns and regularly making adjustments based on those results, you can maximize their effectiveness and drive better outcomes in the long run.