How to Set Up a Performance Max Campaign

(Source: The Keyword)

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Are you seeking maximum impact and exposure for your brand, service, or product? If so, a new Performance Max Campaign from Google Ads could be your best option. 

Performance Max Campaigns are intended to help you gain the most reach in the fastest way.

We will dive into these Google Ads and cover what they are, the benefits, and how you can set up a Performance Max Google Ads for your business. So, let's get started!

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What are Performance Max Campaigns?

A Performance Max Campaign is a type of Google Ads campaign designed to help you achieve maximum reach and exposure for your brand in the shortest amount of time.

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Shows Across All Google Platforms

With Performance Max, you can create a campaign to show your ad to as many people as possible across all of Google's platforms, including Search, Display, YouTube, and more.

The right digital marketing Napier or New Zealand agency specialising in Google Ads can help ensure your Performance Max campaigns are designed and optimised to run across all platforms and drive results.

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Helps You Reach More Customers, Faster

Performance Max Google Ads campaigns aim to help you reach as many potential customers as possible in the shortest amount of time so that you can see an immediate impact on your business.

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What Google Ads Channels Are Included in a Performance Max Campaign?

Performance Max Google Ads focuses on providing you with as many impressions as possible in a short period. The following platforms are all included in Google's Performance Max Campaigns:

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Search Ads

Your ads will appear on Google.com when people search for terms related to your business.

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Display Ads

Your ads will appear on websites that are part of the Google Display Network.

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YouTube Ads

Your ads will appear before YouTube videos that are related to your business.

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Gmail Ads

Your ads will appear in Gmail inboxes as Promotions or Social tabs.

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App Network

Your ads will appear in apps that are part of the Google App Network.

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Shopping Ads

Ads will show for users looking for products as part of a Smart Shopping Campaign.

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Benefits of a Performance Max Campaign

Many benefits come along with choosing Performance Max Google Ads. Here are some of the best benefits you can enjoy when using a Performance Max Campaign to promote your business.

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More Impressions

One of the biggest benefits of using a Performance Max Campaign is seeing more impressions. This is because Google's Performance Max campaigns are designed to show your ads to as many people as possible in a short period.

This means more people will see your ad, which can lead to more clicks, leads, and sales. But, of course, this is also dependent on the correct campaign settings and audience signals.

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Faster Results

Another great benefit of using a Performance Max Campaign is seeing results faster. Because your ads are being shown to so many people, you are more likely to see an immediate impact on your business.

This is opposed to other types of campaigns where it can take weeks or even months to see results.

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Increased Reach

With a Performance Max Campaign, you can reach more people than you would with other types of campaigns. Google's Performance Max Campaigns show your ads on all platforms, including Search, Display, YouTube, and more.

This means that you have the potential to reach a large number of people who might not be reached with other types of campaigns.

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Better Engagement

When you use a Performance Max Campaign, you can also enjoy better engagement. With more impressions come more opportunities for people to engage with your ad. And, with more engagement, you can see a better return on your investment.

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Downsides of a Performance Max Campaign

While there are many benefits that you can enjoy when you use a Performance Max Campaign, there are also some downsides that you should be aware of.

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More Expensive

One of the biggest downsides of using a Performance Max Campaign is that it can be more expensive and exceed your target cost. Because you are paying for more impressions, you will likely see a higher cost per click and lower conversion value.

This means you need to be sure that you are getting a good return on your investment before you use this type of campaign.

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Can Be Overwhelming

Another downside of using a Performance Max Campaign is that it can be overwhelming. Because your ads are being shown to so many people, you need to be sure that your ad is relevant and exciting.

If your ad is not relevant or interesting, people will simply ignore it, and you will not see the results you are hoping for.

But a professional digital marketing agency can help you overcome the feeling of being overwhelmed by removing the stress off your shoulders and managing the ads for you, from creation to optimisation to general management. 

Overall, a Performance Max Campaign can be a great way to get more impressions and faster results. However, before using this campaign, you need to be aware of the potential downsides.

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Setting Up a Performance Max Campaign: Things to Keep in Mind

Now that you know a bit more about Performance Max Campaigns and why they are used, let's dive into what steps should be taken to succeed with a Performance Max Campaign.

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Step 1: Choose Your Goal

The first step in setting up your campaign is to choose your goal. 

What do you want to achieve with your campaign? Do you want more leads? More sales? More traffic to your website?

Whatever your goal, ensure you have a clear idea of what you want to achieve before you move on to the next step.

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Step 2: Choose Your Budget

The next step is to choose your budget. 

How much are you willing to spend on your campaign?

Remember, with a Performance Max Search Campaign, you are likely to see a higher cost per click, depending on your ad scheduling, average daily budget, conversion goals, bidding strategy, machine learning models, campaign type, creative assets, and more factors.

So, you must ensure that you are prepared to spend a bit more money on your campaign.

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Step 3: Choose Your Audience

The next step is to choose your audience. 

Who do you want to target with your campaign?

You can target a specific demographic or people who have visited your website in the past. You can use your Google Ads account, results from other campaigns, conversion goals guidelines, and other information to create Performance Max ads that target your ideal audience.

Whatever your choice may be, make sure you have a clear idea of who you want to target before you move on to creating an asset group that features your ads.

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Step 4: Choose Your Ad Format

The next step is to choose your ad format. 

There are a few different options, so be sure to pick the one that best fits your needs.

The options include text, image, video, and HTML5.

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Step 5: Choose Your Keywords

The next step is to choose your keywords. 

What words or phrases do you want to target with your campaign?

Make sure you choose keywords relevant to your product or service.

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Step 6: Set Up Your Campaign

The final step is to set up your campaign. 

Once you have all the above information, you can start your campaign setup.

To do this, you must create an account with a performance-based advertising network.

Once you have an account, you can create your campaign and start driving traffic to your website.

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Things to Avoid When Setting Up a Performance Max Campaign

If you want to avoid wasting ad spend and unsuccessful Performance Max Campaigns, there are some things to avoid when setting up your campaign.

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What to Avoid

Here are some of the most important things to avoid:

1. Don't start with a high budget
2. Don't target too many keywords
3. Don't target too many placements
4. Don't use too many ad groups
5. Don't use too many ads

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If you can avoid these things, you will be on the right track to a successful campaign.

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Should You Hire an Agency to Manage Your Performance Max Campaign?

If you are not experienced in managing a Performance Max Campaign, you may consider hiring an agency to help you.

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Why Hire an Agency to Manage Your Performance Max Campaign

A Google Ads agency can help you to set up your campaign, choose the right keywords, and track your results.

Overall, an agency can help you to save time and money, and they can also help you to achieve better results.

Trying to run a Google Ad such as a Performance Max Campaign without the help of a professional ad agency could result in a wasted budget and an overall bad experience with running ads.

If you want to avoid becoming discouraged from Google Ads due to the complexity of those ads and the poor return that can result from ads run by someone that is not an expert, then you will want to contact a reputable agency to handle your ads.

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Let's Recap

We have covered a lot of information in this guide.

Here is a quick recap of everything that we have learned:

1. A Performance Max Campaign is a type of Google Ad designed to get the most out of your ad spend.
2. To run a successful Performance Max Campaign, you must clearly understand your goals.
3. You must also choose your budget, target audience, keywords, and ad format.
4. Once you have all this information, you can start your campaign and drive traffic to your website.
5. If you are not experienced in running a Performance Max Campaign, you may consider hiring an agency to help you.

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This guide has taught you everything you need to know to run a successful Performance Max Campaign.

Now that you know how to set up and run a Performance Max Campaign, you can start driving traffic to your website and seeing results. 

If you have any questions or worries, don’t hesitate to contact us. We’re digital advertising experts doing good in the digital world.