As we have seen, Performance Max marks in many ways a turning point in media buying within the Google Ads platform, whether for advertisers, agencies and Google teams themselves.
It seems obvious to us that you have already asked yourself the question “should I test the Performance Max format?” and perhaps have already done so. The heart of the answer lies around measurement: to be able to test Performance Max in the best conditions, we are convinced that you need to be sure to be able to measure the impact and incrementality that Performance Max can generate, in a media mix that is often already well-stocked, with its life, its commercial news and strategic considerations.
If the real contribution of PMax can be quantified, then finally you can make an informed decision between a real gain in performance, against a loss of visibility and a loss of control.
Our vision on Google’s Performance Max
We want to offer our partners a methodology that allows them to dominican republic phone number library measure the increment that Performance Max can bring. The goal is not to only compare PMax with existing single-channel campaigns (this would amount to comparing the incomparable) and the Performance Max campaign, which due to its black box aspect, could artificially benefit from better performances by increasing the share of investments on the brand, remarketing or a specific channel.
Similarly, a simple before/after comparison inevitably includes all the biases of seasonality, competition or even history which could distort the reading of the performance of such a test.
So we want to create two test environments A and B, the uae cell number first one where we will add PMax to the device, and the other one where we will maintain the current device. This will allow us to observe:
The actual increment that PMax brings to the test arm
- The cannibalization that PMax can cause on the campaigns guide and best practices for consent management with which it coexists.
We will complete this test system with an analysis of the share of remarketing that Performance Max can generate compared to the system already in place.