Enjoy Minder is a Google Partner, specializing in Google Ads, and this means we are always ahead of the best practices — as is the case with Performance Max (or PMax)!
We use this type of campaign a lot to work on our clients’ Marketing objectives, efficiently and accurately, with the strategic help of artificial intelligence!
But what exactly is PMax and how can it also impact your company? That’s what we’ll see next. Follow me!
What is PMax?
Performance Max, also known as PMax, simplifies and optimizes your Google Ads campaigns with automation and data-driven features.
Like other Google Ads ad formats, PMax identifies patterns in user behavior, such as purchasing preferences and times of activity, and adjusts ad targeting and placement in real time.
Additionally, Performance Max identifies relevant ads for the right audience and automatically shapes budget allocation to maximize conversion chances.
Changes made by Performance Max do not require approval, but it also provides suggestions that should be evaluated regularly.
And it’s important to remember that, despite relying on AI for automatic adjustments, frequent monitoring of metrics (clicks, impressions, conversion rates, etc.) remains essential.
This way, you can ensure that your campaigns are always aligned with your goals and get the best possible results!
See in detail how it works:
How does Performance Max work?
As you may have already understood, Performance Max is a type of automated Google Ads campaign that allows advertisers to achieve their goals across all Google channels at once.
Of course, it all starts with the setup! It works like this:
- You select the objective you want to achieve with the campaign (e.g. leads, sales or visits to a physical store);
- Creates and assigns a set of assets to the campaign (e.g. images, texts and videos). These assets are combined in different ways to develop ads in different formats and channels;
- Provides the targeting you want from audience signals like customer lists, demographics, interests, and behaviors to help Google identify the most relevant audience;
- And let Google’s artificial intelligence test different combinations of features to ensure the best performance!
As you configure it, PMax evaluates the quality of your campaign in four different levels: poor, average, good or excellent.
To improve your ranking, just follow the suggestions offered by Google Ads when adding features.
And, of course, the ideal is for your campaign to be rated as excellent. This way, you can explore its full potential and ensure that your budget is used in the best possible way!
With more possibilities than Display or Google Shopping campaigns, for example, PMax uses responsive ad formats, which adapt to different devices and platforms.
This ensures a consistent experience for users regardless of whether they are browsing on their smartphones, tablets or desktops!
When it comes to targeting, Performance Max is able to understand user patterns and preferences in a very sophisticated way! With artificial intelligence (AI) and machine learning (ML), PMax analyzes a variety of signals, such as:
- Navigation data;
- Search history;
- User behavior .
This process occurs in real time and helps to perfect targeting for the right audience at the right time in each journey, allowing you to identify subtle signals that indicate purchase intent and adjust your ad delivery to reach the individuals most likely to engage and convert!
But be careful: although it is possible, it is not advisable to create campaigns from scratch without including specific segmentation. The ideal is to start with a segmentation pre-selected by the paid media team, which optimizes investment and brings more effective results!
Benefits of Performance Max
I’ve already shown you that PMax’s goal is to maximize the performance of your campaigns — whether through optimization or ease of access to Google Ads inventory.
But there are other positive points that can be highlighted:
Automated optimization
The artificial intelligence used by Performance Max optimizes your campaigns automatically.
For example: suppose you have an online sales campaign.
With PMax, you don’t even need to adjust your budget and targeting to direct more resources to the ads that generate the most conversions or higher-value conversions — it’s done automatically.
One of the great benefits of this automated optimization is the ability to duplicate a group of resources and use it in another segmentation.
This way, you can test different strategies and see which one performs best, maximizing results and optimizing your investments!
Greater reach and visibility
With advanced segmentation and multi-channel utilization, Performance Max ensures your message is delivered to the right audience across multiple touchpoints:
- Research Network;
- Display Network;
- Discover;
- Maps;
- Mall;
- Gmail;
- YouTube.
This means that no matter where your audience is, your brand will be present, increasing the reach and visibility of your ads!
It’s an integrated approach that allows you to connect with potential customers at different stages of the buying journey, ensuring your message is delivered across multiple touchpoints within the Google ecosystem.
Customers who generate conversion
Performance Max campaigns can reach new customer segments by combining Google’s real-time insights into consumer intent and preferences with insights from your target audience.
If you promote a specific service (say, healthy food delivery), PMax identifies and targets ads to people who have shown interest in topics directly or indirectly related to your service (such as organic food or diets).
Additionally, there is an option to bid only on new user acquisition, which is especially beneficial for higher ticket products or those that are purchased less frequently, such as refrigerators.
In quick tests, it is possible to search and find previously unexplored opportunities!
Value generation
PMax analyzes a wide range of user interactions and behaviors to determine which ads, audiences, and creative combinations perform best.
Google AI makes accurate predictions about which campaign elements are most effective, helping you adjust your strategies to maximize conversions and drive more value.
See how it works in practice:
- You upload multiple resources (images, videos and texts);
- Performance Max combines these features and tests them one by one on different channels;
- Based on the performance data of each combination, the one that brings the best results is prioritized.
It’s that simple! There’s no need to approve the combination of resources.
Here, it is worth remembering the quality rating that Google itself offers. If the recommendations are not followed, the ad may receive a lower rating, resulting in more expensive bids and lower priority in display.
Transparency
Performance Max campaign reports provide detailed insights into ad performance.
This helps you better understand changes in performance and find out which ads generated the best results, making the entire process clearer.
As a result, you make more informed decisions, ensuring that your campaigns are always aligned with your business goals — and, of course, optimize your Marketing ROI!
Plus, it can even help improve your overall business strategy!
Continuous improvement
Traditionally, in other ad formats, testing different copy, images, and videos is a manual and time-consuming task.
An A/B test, for example, requires the media professional to modify just one element of the creative at a time and evaluate the result of the change over a set period of time.
But with machine learning, improvement is continuous and simplified! Performance Max automatically tests and constantly analyzes data to quickly improve your campaign performance.
There’s nothing like having a helping hand to adapt your advertising strategy and ensure increasingly better results, huh?
Tips for optimizing Performance Max campaigns
To explore the best that PMax has to offer, it is important to have clear directions and focus on your goals — and I have brought some valuable tips for that!
Have well-defined goals
Before setting up your campaigns, establish your goals so they align with your desired results.
For example: increase sales by 20% in the next three months or generate 500 qualified leads per month.
Having a well-defined goal is important, including to define whether the campaign will be Performance Max or not. Depending on what you want to achieve, other types of campaigns may be more suitable!
Enjoy Minder can even help you plan your Digital Marketing actions and has all the expertise you need to help you achieve your goals on Google Ads!
To speak to a specialist, simply request our contact right now:
Use data intelligently
Regularly analyze the data provided by Google Ads to identify ways to adjust your strategies as needed and optimize them to achieve better results on an ongoing and incremental basis.
But be careful: conversions need to be properly configured in order to be tracked and attributed. This tip is especially important for a conversion process that involves filling out a form, which is configured manually.
Here at Enjoy Minder, our team of experts monitors campaigns three times a week, in addition to periodic reports.
After all, as efficient as AI is, the human factor of an expert will identify problems, such as unqualified leads and other types of improvements that can be made.
If you look at our success stories, you will see how much monitoring results makes a difference in the process!
Always test
Testing is at the heart of PMax! With each new combination of features, a new ad is tested and the best version is prioritized.
But of course, you can also do additional testing! As I said before, you can duplicate a group of resources and, for example, change the landing page. This way, you can find out which final link is more effective.
This is a way of doing an A/B test that goes beyond what the tool itself already provides — a very interesting way of evaluating the elements responsible for the main positive impacts on your campaigns!
Keep yourself updated constantly
Stay fully focused on Google Ads updates and news to get the most out of Performance Max features.
After all, Google is constantly evolving and always launching features that can directly impact the performance of your campaigns!
That’s what we do: we closely monitor Google updates to keep all our clients’ campaigns constantly optimized!
EnjoyMinder’s expertise
Here at Enjoy Minder, we don’t just talk about results, we achieve them!
Let me tell you about a case study that exemplifies our adaptive and success-focused approach:
Enter Dimed, a company that distributes medicines and personal hygiene products.
Your challenge? Increase return on ad spend (ROAS) and, of course, revenue.
What did we do? Well, we adapted and adjusted strategies until we achieved extraordinary results.
Our partnership was already bearing fruit, but we knew we could go further! For example, tripling Dimed’s revenue in 1 year! Yes, that’s what we did!
First, we carried out a thorough analysis of what was already working and put together a unique strategy, exploring different resources, such as Performance Max campaigns!
With adaptations and adjustments at each stage, we can multiply the results. And do you know what’s best? Without having to spend a fortune to do so.
Now, let’s look at the numbers: the average ROAS, from September 2022 to August 2023, was 4896%! This represents an increase of 254% compared to the same period last year.
And with just a 15% increase in investment, the company’s revenue increased by 307% in just 1 year!
All these results were only possible after changing a campaign from Display format to Performance Max!
Ensure maximum results!
So, did you enjoy learning about the potential of Performance Max and how it can transform your Digital Marketing campaigns?
It’s no wonder that Enjoy Minder is a Google Partner! Our team of paid media experts are experts in creating innovative opportunities and delivering exceptional results.
PMax has contributed (a lot) to this. It is one of the great allies of our strategies, whether internally for the agency or for our clients, and it can also serve to guarantee increasingly better results for your company!
Therefore, if you are looking for a solid and effective partnership to boost the success of your Digital Marketing campaigns, talk to one of our consultants!
