We must accept that Performance Max is a campaign where:
- You don’t decide exactly what your ad will look like: you have a general idea of it, since you provide it with the raw material, through textual, visual and video assets, but the final ad, the ad that your potential customer will see, is composed by a machine, which will fill in pre-existing templates, with these same assets.
- You don’t decide exactly where your ad will be displayed: this famous ad, composed by a machine, can be displayed on a search engine, as a Shopping ad, on YouTube, on Google Maps, on a site in the Google display network… depending on the available locations, and their supposed performance. It is understandable that the luxury industry tends to prohibit the use of the format.
It also seems Important to us to Remember
PMax is not currently compatible with Brand Safety and Ad Verification solutions (IAS, DAR, etc.), although Google may of course develop its product in the future.
Beyond the treatment of the brand image, which can already raise. A lot of eyebrows among brands, the room for maneuver to adapt and personalize our ads being so thin and with the possibility ecuador phone number library of seeing all of the ads of each advertiser become standardized, creativity risks losing impact in Google Ads activations, while it counts for more than 50% in the effectiveness of an advertisement.
However, if the actual business gain is as substantial as Google promises, it may be worth betting on performance over creation and control.
What is Google’s place in relation to other levers?
Remember that Performance Max can broadcast on all Google levers, including YouTube, Maps, or the Display network. This means that it is not a campaign that will be. Triggered only when faced with keywords, or more generally in response to a user intention. This campaign can also be displayed. In a “Push” manner, to several of your audiences, while they consume content on the internet.
PMax is therefore a campaign that will not only overlap with your other. Google Ads campaigns (affecting the Display or YouTube networks), but it is also a campaign that will be able to compete. With uae cell number campaigns from other levers: a retargeting campaign activated by an agency via its. DSP, or a video activation that you buy programmatically for example.
Based on this observation, how can we discern in the conversions that. Performance how to protect your business from cyberattacks Max attributes to itself, the sales that you could have made via your programmatic purchase, and the incremental sales that. PMax brought you? And in the first case, how can we be sure that Performance Max paid less. For these sales than what the sale via programmatic would have cost you?
Here again, the question of visibility, of measuring the real contribution of Performance Max, remains a real challenge.