What Do You Need To Know About Performance Max Campaigns In Google Ads

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Is your conversion rate low, your CPA high, or your ROAS poor? Here's a quick guide to what you need to know about Performance Max campaigns in Google Ads.

So, the 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. That's right you heard it right from a single campaign so what we have learnt over the years to keep search, display, video, Gmail, shopping all these types of ads in separate campaigns because all of them have got separate metrics. Google have completely turned the tables around and simplified it in a way that it is super easy and very effective to run such a campaign time and if you're not running it yet, you should be by the end of this session. So, what they've done is they've thrown all their toys into one place into one campaign and they've taken away the keywords. Now, this is great news for those of you who struggle with keywords. If you struggled with the keywords, match types, negative keywords, search queries and all that, there's none of it. You don't need to worry about it.

Google has created this campaign type which on the basis of the audience only and in my humble opinion I think keywords are the days of the keywords are now numbered sooner or later they are going to take it away because the algorithm is getting so powerful we really won't need keywords as such. So they've thrown everything in here. So as you can see on the screen we've got images, we've got logos, we've got videos, and we've got text. All of them in one ad campaign or ad type. Then you can run these ads on YouTube, Gmail, Search, Display and discover all the five Google channels and networks.

So it's a very powerful way to get your name in front of that and it's not only about branding and brand awareness is as they said it's a goal-based campaign. You can run campaigns on the basis of your conversions. What your CPA is, what your ROAS needs to be all of this you can run and tell Google what you are looking for. So, here's what all these ads or one ad needs all of these items. So, you can upload up to 20 images, 5 logos, 5 videos, 5 headlines of 30 characters each, 5 long headlines of 90 characters each, one description of 60 characters, 4 descriptions of 90 characters, call to action button, business name, final and display URL.

Now, I don't know why they make it simple and get rid of the description I guess for 60 characters is for smaller ad sizes which I can appreciate but then they've got five headlines of 30 characters and five headlines of 90 characters again depending on the size of the ad. They've got that but it's pretty difficult to keep up with all of these different character counts and how many ads or how many headlines and descriptions they need. But it's all in there you can't go wrong even if you don't remember it by heart. So I'm going to show and share some of the ad previews as to the how these ads look in the interface when they are run. So here's a YouTube ad. And this is not an in-stream ad but it is what we call the discovery ads or the in feed ad where it you can click on it.