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Google Ads Performance Max Campaigns Explained

Published on: December 6 2022 by Shri Kanase

Google Ads Performance Max Campaigns Explained

Google Ads Performance Max Campaigns Explained

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00:00:00 00:00:04 yo what is going on everybody shri
00:00:02 00:00:07 khanasi here so revealing one of the
00:00:04 00:00:10 newest campaign types google ads has
00:00:07 00:00:12 just released now we all know that with
00:00:10 00:00:14 the recent time changes with the recent
00:00:12 00:00:16 things going on in the world advertising
00:00:14 00:00:18 platforms have been constantly upping
00:00:16 00:00:21 their game whether it is the ios 14
00:00:18 00:00:24 update or the constant policy changes
00:00:21 00:00:25 and new ad account bans with google ads
00:00:24 00:00:27 basically everything has been all over
00:00:25 00:00:29 the place this year and that has simply
00:00:27 00:00:32 come about because of the changing
00:00:29 00:00:35 demand in the ways customers buy online
00:00:32 00:00:37 so as e-commerce store owners we
00:00:35 00:00:38 literally have no choice but to adapt to
00:00:37 00:00:40 these changes and just to basically go
00:00:38 00:00:42 with the flow and that's exactly what
00:00:40 00:00:45 you need to be doing with the newest
00:00:42 00:00:46 campaign type google ads has just
00:00:45 00:00:49 recently released which is called the
00:00:46 00:00:50 performance max campaign type now we're
00:00:49 00:00:53 going to be toking about exactly what
00:00:50 00:00:54 this is how it affects you as an
00:00:53 00:00:56 ecommerce store owner or just a google
00:00:54 00:00:58 ads advertiser and what you should be
00:00:56 00:00:59 doing about this before that you're
00:00:58 00:01:02 gonna have to watch until the end of
00:00:59 00:01:04 this video but without wasting any more
00:01:02 00:01:05 time let's just jump right into it first
00:01:04 00:01:07 thing you'll have to do in order to find
00:01:05 00:01:10 any type of success with these
00:01:07 00:01:12 performance max campaigns however is to
00:01:10 00:01:14 destroy that like button until it turns
00:01:12 00:01:15 blue and subscribe if this is the first
00:01:14 00:01:17 time you're watching one of my videos
00:01:15 00:01:18 while clicking that bell notification
00:01:17 00:01:20 button right on the right side really
00:01:18 00:01:22 helps me out and you get to stay up to
00:01:20 00:01:23 date with my content weekly okay
00:01:22 00:01:26 hopefully you have destroyed the like
00:01:23 00:01:29 button down below and subscribe but
00:01:26 00:01:30 performance max campaign exactly what is
00:01:29 00:01:32 performance max campaign we're going to
00:01:30 00:01:34 be looking directly at google's
00:01:32 00:01:36 advertising blog to learn about this
00:01:34 00:01:38 campaign type so here as you can see
00:01:36 00:01:40 they've toked about a lot of things
00:01:38 00:01:42 regarding performance max campaigns one
00:01:40 00:01:44 thing i want you to basically look at is
00:01:42 00:01:46 the first census right over here so
00:01:44 00:01:49 according to google performance max
00:01:46 00:01:52 campaigns have basically come into play
00:01:49 00:01:53 because of an unpredictable year meaning
00:01:52 00:01:55 because of the changes and because of
00:01:53 00:01:58 the uncertainties that went on during
00:01:55 00:02:01 this year going from 2020 to 2021 was a
00:01:58 00:02:03 big change when it came to e-commerce
00:02:01 00:02:05 sales and in this first sentence right
00:02:03 00:02:08 here google has basically told you that
00:02:05 00:02:10 as an advertiser google ads is much
00:02:08 00:02:12 smarter than you because it believes
00:02:10 00:02:14 that its algorithm can take control of
00:02:12 00:02:16 the new changes coming about especially
00:02:14 00:02:19 during unpredictable times which i
00:02:16 00:02:20 personally do not agree with because at
00:02:19 00:02:22 the end of the day this is an algorithm
00:02:20 00:02:24 this is a machine a machine can only do
00:02:22 00:02:26 so much when it comes to dealing with
00:02:24 00:02:28 uncertain times or just real changes in
00:02:26 00:02:31 the world for example whatever went on
00:02:28 00:02:33 in 2020 nobody could predict that that
00:02:31 00:02:34 would have happened let alone a machine
00:02:33 00:02:37 so it doesn't really make sense to me
00:02:34 00:02:38 that google ads would bring about this
00:02:37 00:02:40 because of the uncertainty that's going
00:02:38 00:02:43 on in the world when in reality even
00:02:40 00:02:45 humans can't predict uncertainty and the
00:02:43 00:02:47 machine itself can only play based off
00:02:45 00:02:49 of the data we humans give to it so
00:02:47 00:02:51 that's one thing i notiked right away
00:02:49 00:02:53 from google's performance max campaigns
00:02:51 00:02:55 but we can also see that google goes on
00:02:53 00:02:57 and toks about how there have been more
00:02:55 00:03:00 image related searches done for instance
00:02:57 00:03:02 the yard landscaping ideas or just in
00:03:00 00:03:04 general whatever searches may be done
00:03:02 00:03:06 for google images or within google maps
00:03:04 00:03:08 and so forth but before we really read
00:03:06 00:03:10 further here we need to know exactly
00:03:08 00:03:13 what a google performance max campaign
00:03:10 00:03:15 is so according to this blog right over
00:03:13 00:03:17 here the performance mac campaign is
00:03:15 00:03:18 going to basically utilize a mix of
00:03:17 00:03:21 different automation and machine
00:03:18 00:03:23 learning algorithms and overall data to
00:03:21 00:03:25 basically help you as an advertiser
00:03:23 00:03:27 execute your conversion goal and with
00:03:25 00:03:29 the google performance max campaign you
00:03:27 00:03:31 have the ability to reach across
00:03:29 00:03:33 multiple different advertising platforms
00:03:31 00:03:35 all from a single campaign now this is
00:03:33 00:03:37 one of the benefits of performance max
00:03:35 00:03:38 campaigns that i really like simply
00:03:37 00:03:39 because now you don't have to worry
00:03:38 00:03:41 about creating a separate display
00:03:39 00:03:42 campaign you don't have to really go
00:03:41 00:03:45 about creating search campaigns because
00:03:42 00:03:47 now the performance max campaign you'll
00:03:45 00:03:50 have access to running your ad on
00:03:47 00:03:52 youtube display ad search discover gmail
00:03:50 00:03:53 and even google maps which is really
00:03:52 00:03:56 something cool that we really didn't
00:03:53 00:03:57 have access to before so with one single
00:03:56 00:03:58 performance max campaigns you will be
00:03:57 00:04:00 shown across all of these different
00:03:58 00:04:02 advertising platforms which is of course
00:04:00 00:04:04 a benefit in a lot of ways because now
00:04:02 00:04:06 you're gonna get more eyeballs on your
00:04:04 00:04:09 ads that means more impressions and the
00:04:06 00:04:11 ability to scale further and faster that
00:04:09 00:04:13 too but basically performance max
00:04:11 00:04:15 campaigns as it says right over here
00:04:13 00:04:17 will complement your keyword based
00:04:15 00:04:19 search campaigns basically they will go
00:04:17 00:04:20 hand in hand because the search campaign
00:04:19 00:04:23 might provide data to the performance
00:04:20 00:04:24 max campaign and vice versa and it's
00:04:23 00:04:26 going to help boost the performance
00:04:24 00:04:29 throughout all of the full range of
00:04:26 00:04:30 advertising platforms and inventory
00:04:29 00:04:32 google offers so again all of these
00:04:30 00:04:34 platforms right over here plus according
00:04:32 00:04:36 to google one more time performance max
00:04:34 00:04:38 campaigns help you promote your business
00:04:36 00:04:40 across all of google's advertising
00:04:38 00:04:42 platforms and as a result you have the
00:04:40 00:04:44 ability to increase your conversions as
00:04:42 00:04:46 well as the overall conversion value as
00:04:44 00:04:48 it says right over here because now a
00:04:46 00:04:51 lot of your bidding a lot of your entire
00:04:48 00:04:52 campaign type strategy will be automated
00:04:51 00:04:55 and based on the machine and the
00:04:52 00:04:57 algorithm itself so automation optimizes
00:04:55 00:04:59 your budgets and your bids across the
00:04:57 00:05:01 different channels by themselves so
00:04:59 00:05:03 really with performance max campaigns
00:05:01 00:05:04 you are taking away your own control and
00:05:03 00:05:06 giving more of it to google as but in
00:05:04 00:05:10 addition performance max campaigns have
00:05:06 00:05:12 the ability to find you new customers in
00:05:10 00:05:14 unseen audience segments so as it says
00:05:12 00:05:16 right over here you have the ability to
00:05:14 00:05:18 unlock new audience segments by using
00:05:16 00:05:20 google's real-time understanding
00:05:18 00:05:22 basically google's algorithm and data
00:05:20 00:05:24 which takes information from your
00:05:22 00:05:26 customers or just people visiting your
00:05:24 00:05:28 website or visiting any random page on
00:05:26 00:05:31 your website it gets its user intent the
00:05:28 00:05:33 behavior and the context to show up in
00:05:31 00:05:35 the right moment with the right kind of
00:05:33 00:05:36 ads and of course like this review says
00:05:35 00:05:38 right over here performance max
00:05:36 00:05:41 campaigns can be made very very quickly
00:05:38 00:05:42 and at scale to optimize the entire
00:05:41 00:05:43 journey so you don't have to spend a
00:05:42 00:05:45 bunch of time now creating these
00:05:43 00:05:47 different campaigns because a
00:05:45 00:05:49 performance max campaign will give you
00:05:47 00:05:51 all of the ability to do that just
00:05:49 00:05:53 within one single campaign but best part
00:05:51 00:05:55 of all which i really like one more time
00:05:53 00:05:57 is that performance max campaigns give
00:05:55 00:05:58 you richer insight when it comes to
00:05:57 00:06:00 looking at your data so as we see right
00:05:58 00:06:02 here within this screenshot from a
00:06:00 00:06:04 performance max campaign it's giving you
00:06:02 00:06:06 the information like your week overview
00:06:04 00:06:08 the overall conversion increase
00:06:06 00:06:10 percentage the overall cost percentage
00:06:08 00:06:12 average cpa and so forth so right away
00:06:10 00:06:14 just from this image we can see that the
00:06:12 00:06:16 data is really working in the back end
00:06:14 00:06:18 and whatever information it is catching
00:06:16 00:06:21 it's re-inserting that into your
00:06:18 00:06:23 campaign and your algorithm to then
00:06:21 00:06:24 become smarter as a whole so this is one
00:06:23 00:06:26 thing that i really like and the
00:06:24 00:06:28 insights page within the performance max
00:06:26 00:06:30 campaigns will help you improve your
00:06:28 00:06:31 overall performance as a whole according
00:06:30 00:06:33 to google apps just because this
00:06:31 00:06:35 campaign type is very automated it does
00:06:33 00:06:37 not mean that you don't have to work
00:06:35 00:06:38 anymore of course you have to still work
00:06:37 00:06:40 in fact according to the number four
00:06:38 00:06:43 right over here you need to provide high
00:06:40 00:06:45 quality creative assets so some kinds of
00:06:43 00:06:46 text based ads or some kind of images
00:06:45 00:06:48 logos and so forth within this
00:06:46 00:06:50 performance based campaign so
00:06:48 00:06:52 essentially very similar to a smart
00:06:50 00:06:54 shopping camp and by the way with a lot
00:06:52 00:06:56 of my google ads marketing clients we
00:06:54 00:06:57 find that smart shopping campaigns work
00:06:56 00:06:59 really well so implementing a
00:06:57 00:07:01 performance max campaign with a smart
00:06:59 00:07:03 shopping can really do the trick and by
00:07:01 00:07:06 the way if you do run an ecommerce store
00:07:03 00:07:07 that does over 30 000 a month in sales
00:07:06 00:07:09 and you want to start using google ads
00:07:07 00:07:11 or you already use google ads but you
00:07:09 00:07:13 want somebody else to control your ads
00:07:11 00:07:15 for you just go on over to my website at
00:07:13 00:07:17 yourmarketing.com and book a call with
00:07:15 00:07:19 my team to see if we can work together
00:07:17 00:07:21 and possibly have these performance max
00:07:19 00:07:23 campaigns running on your website along
00:07:21 00:07:24 with smart shopping campaigns but
00:07:23 00:07:26 definitely you need to provide some kind
00:07:24 00:07:27 of data to these performance max
00:07:26 00:07:30 campaigns and that is pretty much the
00:07:27 00:07:31 gist of what performance max campus are
00:07:30 00:07:33 overall right over here now going back
00:07:31 00:07:35 to this artikle right over here you get
00:07:33 00:07:38 to create performance max campaigns
00:07:35 00:07:40 right from the online sales section but
00:07:38 00:07:42 performance max campus are not available
00:07:40 00:07:44 for everybody this is a beta version
00:07:42 00:07:46 still if you want performance max
00:07:44 00:07:48 campaigns enabled on your account you
00:07:46 00:07:50 will need to speak to a google as rep by
00:07:48 00:07:52 contacting their support team or if
00:07:50 00:07:53 there is one dedicated to just your
00:07:52 00:07:55 account just go ahead and reach out to
00:07:53 00:07:57 him and ask him to enable this type of
00:07:55 00:07:59 campaign for you because i know
00:07:57 00:08:01 personally i will be enabling this both
00:07:59 00:08:02 on my e-commerce stores as well as my
00:08:01 00:08:04 clients e-commerce stores but one thing
00:08:02 00:08:06 you want to understand is if you have
00:08:04 00:08:07 other search campaigns running or even
00:08:06 00:08:09 standard shopping campaigns running plus
00:08:07 00:08:11 smart shopping you do not want to shut
00:08:09 00:08:13 them off just for performance max
00:08:11 00:08:15 campaigns because as i mentioned earlier
00:08:13 00:08:17 in this video these campaigns all are
00:08:15 00:08:18 going to be working hand in hand they're
00:08:17 00:08:20 going to feed each other data so you
00:08:18 00:08:22 cannot just find results with the one
00:08:20 00:08:24 single performance max campaign running
00:08:22 00:08:26 you need other campaigns kind of getting
00:08:24 00:08:28 the data and then feeding it within your
00:08:26 00:08:30 account to these other campaigns for
00:08:28 00:08:32 them to work hand in hand and to really
00:08:30 00:08:34 get this performance max campaign going
00:08:32 00:08:36 because again performance max campaign
00:08:34 00:08:38 works off of the data and algorithm it
00:08:36 00:08:40 really takes away a control that you
00:08:38 00:08:43 have on your account and it basically
00:08:40 00:08:44 puts the control into the data and
00:08:43 00:08:46 algorithms hand so you really don't want
00:08:44 00:08:47 to give too much control to it and
00:08:46 00:08:49 because of that you want to be running
00:08:47 00:08:51 other campaign types as well but how do
00:08:49 00:08:53 you exactly get started with performance
00:08:51 00:08:54 max campaigns right here this blog post
00:08:53 00:08:56 right here tells you what you need to
00:08:54 00:08:57 have so first of all you need a google
00:08:56 00:08:58 ads conversion tracking install number
00:08:57 00:09:00 two you need to be running that
00:08:58 00:09:02 performance max campaign for at least
00:09:00 00:09:03 four weeks or you need to have other
00:09:02 00:09:05 campaign tabs running for a minimum of
00:09:03 00:09:07 four weeks before you can really
00:09:05 00:09:09 incorporate this plus you need some text
00:09:07 00:09:11 ads going on within your performance max
00:09:09 00:09:13 campaign so three by 30 character
00:09:11 00:09:15 headline two times 90 character
00:09:13 00:09:17 descriptions 1 by 90 character headline
00:09:15 00:09:19 and then images these are the following
00:09:17 00:09:21 images that you will need a video is
00:09:19 00:09:23 recommended but it's optional so you
00:09:21 00:09:24 don't really need one but if you have a
00:09:23 00:09:26 ecommerce store which is a branded
00:09:24 00:09:27 e-commerce store or a niche specific
00:09:26 00:09:29 e-commerce store video can really do the
00:09:27 00:09:31 trick and once you provide all of the
00:09:29 00:09:33 necessary information your performance
00:09:31 00:09:34 campaign will get to work but exactly
00:09:33 00:09:36 how do you go about creating a
00:09:34 00:09:38 performance max campaign so right over
00:09:36 00:09:40 here i have opened the screen again you
00:09:38 00:09:41 will need to contact your google ad
00:09:40 00:09:44 support rep in order to have this
00:09:41 00:09:45 enabled on your account but for people
00:09:44 00:09:47 with merchant center fees and i'm
00:09:45 00:09:49 assuming a lot of the e-commerce store
00:09:47 00:09:51 owners or at least you watching my video
00:09:49 00:09:52 have a merchant center feed so here's
00:09:51 00:09:54 exactly what you need to do you need to
00:09:52 00:09:57 first sign into your google ads account
00:09:54 00:09:58 then on the left side choose campaigns
00:09:57 00:10:00 from campaigns you want to go ahead and
00:09:58 00:10:02 create a brand new campaign so you want
00:10:00 00:10:03 to go ahead and click that plus button
00:10:02 00:10:05 and then you do not want to create a
00:10:03 00:10:07 campaign without a goal guidance you
00:10:05 00:10:09 want to create a campaign by choosing
00:10:07 00:10:10 sales again if you have
00:10:09 00:10:12 performance max campus enabled you
00:10:10 00:10:14 should see it after you click sales if
00:10:12 00:10:16 it's not visible there contact your
00:10:14 00:10:18 support rep but go ahead and click sales
00:10:16 00:10:19 and then you want to choose all of the
00:10:18 00:10:21 information that pops up select your
00:10:19 00:10:22 merchant center feed account and then in
00:10:21 00:10:24 the bottom it should mention whether you
00:10:22 00:10:26 want a performance max campaign or any
00:10:24 00:10:27 other types of campaigns go ahead and
00:10:26 00:10:29 choose performance backs campaigns but
00:10:27 00:10:31 once you do that you'll be taken to the
00:10:29 00:10:33 budget bidding and all the other normal
00:10:31 00:10:34 pages you want to go ahead and follow my
00:10:33 00:10:36 youtube videos that i put up for those
00:10:34 00:10:38 pages just put the same settings as i
00:10:36 00:10:39 always recommend or if you want to
00:10:38 00:10:41 really go in depth and find the exact
00:10:39 00:10:43 numbers and what they mean get my google
00:10:41 00:10:45 ads mastery course the link is g as
00:10:43 00:10:46 mastery.com that goes really in depth
00:10:45 00:10:48 into that so i'm not going to really
00:10:46 00:10:50 cover that here but everything else is
00:10:48 00:10:51 pretty much the same exact setup besides
00:10:50 00:10:53 the first page where you will be
00:10:51 00:10:55 choosing performance max instead of
00:10:53 00:10:57 standard shopping or smart shopping or
00:10:55 00:10:59 any of the other campaign types but that
00:10:57 00:11:00 is pretty much it for performance max
00:10:59 00:11:02 canvas now for my own opinion on
00:11:00 00:11:05 performance max campaigns they're very
00:11:02 00:11:07 interesting but i at the same time i do
00:11:05 00:11:09 not like giving google and its algorithm
00:11:07 00:11:11 too much control because when a machine
00:11:09 00:11:13 has too much control it basically
00:11:11 00:11:15 decides for itself and you as an
00:11:13 00:11:16 advertiser lose a lot of the control of
00:11:15 00:11:18 course even though a machine might be
00:11:16 00:11:20 smarter than you at the end of the day
00:11:18 00:11:22 you can predict what is going on in the
00:11:20 00:11:25 world by looking at some things like the
00:11:22 00:11:26 news and reading blog artikles and so
00:11:25 00:11:28 forth and the performance max campaign
00:11:26 00:11:30 or google's algorithm as a whole really
00:11:28 00:11:33 can't do that so while performance max
00:11:30 00:11:35 campaigns do steal a lot of your control
00:11:33 00:11:37 they still have very good potential to
00:11:35 00:11:38 succeed because as i mentioned smart
00:11:37 00:11:40 shopping camps are really working well
00:11:38 00:11:42 for us and for a lot of our clients so
00:11:40 00:11:44 performance max campaign is definitely
00:11:42 00:11:46 one campaign type i will be implementing
00:11:44 00:11:48 on a lot of my clients accounts as well
00:11:46 00:11:50 as my own e-commerce stores but if you
00:11:48 00:11:52 want me to keep you up to date as to how
00:11:50 00:11:53 performance max campaigns go just let me
00:11:52 00:11:55 know down in the comment section and i
00:11:53 00:11:57 will provide videos and updates on my
00:11:55 00:11:59 results with them but again if you're
00:11:57 00:12:01 doing over 30 thousand dollars in sales
00:11:59 00:12:02 and want somebody else to run your
00:12:01 00:12:05 google ads for you just go ahead and go
00:12:02 00:12:06 on to my website yourmarketing.com and
00:12:05 00:12:08 book a call with my team to see if we're
00:12:06 00:12:10 a good fit but if you found any type of
00:12:08 00:12:12 value in this video destroy that like
00:12:10 00:12:15 button and destroy that subscribe button
00:12:12 00:12:15 and i'll see you guys next time