What is Performance Max?
Launched in November 2021, Performance Max is a goal-centric campaign type that also allows advertisers to access the full range of Google Ads inventory. Performance Max is designed to complement keyword-based search campaigns by enabling advertisers to create ads that appear on Search, YouTube, Display, Gmail, Map, and Discover.
Further to this, PMAX is automated. Advertisers only have to choose their intended advertisement goals/objectives. Performance Max uses a large variety of Google’s automaton tech in budget optimisation, bidding, audiences, creatives, attribution, etc., to display your ads to an audience that’s likely to convert based on your specified conversion goal.
In effect, PMAX marks a shift to simplicity in using Google advertisement platforms. With PMAX, Google is moving away from the traditional model of using Google adverts. Advertisers had to learn and understand a complex advert campaign language revolving around keywords, CPC, etc. Instead, Google is taking up the challenge of understanding the advertisers’ goals and working to meet their business objectives. Advertisers only need to specify their goals, and PMAX will work to deliver on the intended purposes.