Performance Max Campaigns are Here to Stay

April Nelson - March 27, 2023

In October 2022, we hosted an educational event on “Google Update: What’s Now and Next 2022”. I learned that 40-50% of Google revenue was coming through Performance Max. At this time, our clients had been testing out the new campaign type, and hearing this stat drove home that other advertisers are swiftly adopting Performance Max as well.

Another takeaway I had was that “keywords are becoming less important” to quote David Hinshillwood, Google’s Strategic Agency Manager.

When paid search was the only option available for advertisers to inject themselves into a user’s ‘conversion’ journey, ad investment was very high in this channel. As more options have emerged along with the rise in number of digital touchpoints a user initiates and encounters in a journey (YouTube research, checking ratings and reviews, asking for recommendations in social channels, etc.), the returns on paid search have diminished. Search should continue to be an important part of your marketing mix, but not as the work horse it may have been in years past.

Performance Max is designed to complement your traditional keyword search campaigns. Ads are served across all of Google’s channels (YouTube, Display, Search, Discover, Gmail, and Maps). It is a goal-based campaign type, so you start by establishing the conversion point, or goal, that you want to accomplish. Rather than cannibalize your existing campaigns, Performance Max ads will only be served where they can drive incrementality.

Our Vice President of Digital Advertising, Max Braglia, is passionate on the topic and said this of Performance Max, “It’s a game-changing approach that can help you take your advertising efforts to the next level.”

As an agency, we highly recommend utilizing Performance Max to boost your Campaigns’ performance. Contact us if you want to learn more about how Performance Max campaigns can help drive more value for your Google ad spend.