Summary: Increase your revenue with Google’s performance max and brand search campaigns
- In 2022 Google introduced Performance Max ad campaigns where you can access all of the Google ads inventory from a single campaign.
- Google Performance Max campaigns are reported to increase conversion. You can also target new high value audiences and gain more insights.
- StudioForty9's PPC specialist team recommend using Performance Max in conjunction with Brand Search Campaigns as a winning formula for Google Ads.
What are performance max campaigns?
In April 2022 Google rolled out a new campaign type which enabled users to upgrade their Smart Shopping campaigns to Performance Max campaigns. The key features of the upgrade was that it added brand new inventory, audiences and automation insights.
Google describes Performance Max as a goal based campaign type where you can access all of the Google ads inventory from a single campaign. It can be used to convert customers across channels such as YouTube, Display, Search, Discover, Gmail and Maps. With Performance Max you can tap into your customer’s shopping both online and offline.
Benefits of performance max campaigns
Increased conversion
According to Google, advertisers making the most of Performance Max campaigns are seeing an average increase of 13% total incremental conversions at a similar cost per action.
One of the main drivers of this is the ad’s automation technology. Google can automatically optimise your budget and bids across all of Google's ad platforms.
High value audiences
Google’s machine learning technology in Performance Max campaigns allows you to increase relevance around who you show up to and when. It analyses intent and preferences of shoppers helping you to target audiences that have given reason to Google to be considered interested audiences, rather than relying on demographics alone.
More insights
Performance Max delivers better insights using Google Analytics’ insights page. You can use it to assess audience insights such as how audiences are responding to specific copy, imagery or videos. You also can look at diagnostic insights as it highlights set up issues and provides recommendations for improvement. Wider analytics are also available such as search trends and demand forecasts.
Optimised assets
Google can mix and match your assets to determine what works best together. This enables your creative assets to become more targeted and relevant.
PPC expert tips
Performance Max has become a game-changing tool for Google Ads. The technology behind it allows our clients to reach a broader audience and reach customers who are more likely to convert.
In our recent Performance Max campaigns, we have added the following steps to enhance the strategy for our clients.
- Multiple headlines and description lines to capture the attention of the potential customers by pointing out the main values, products benefits and mission behind the brand.
- Image and video assets with content that represented the business' brand.
- Sitelinks, callouts, structured snippets, location extensions to improve the quality of the ad.
- Call to action “Shop Now”.
Performance Max runs on a smart bidding strategy in combination with the “black box” principle which uses a complex algorithm to determine which ads to display to users. Therefore it is highly important to feed the campaign with the high quality data (products, assets, tracking) to make it work at its full potential.
We recommend using Performance Max in conjunction with Brand Search campaigns for a winning formula when it comes to Google Ads.
Brand search campaigns, as the name implies, are about brand specific search words. These types of campaigns can focus on your company brand name, names of products, names of people associated with your brand or even misspellings of any of these.
The bottom of the marketing funnel is also known as the "decision" or "purchase" stage. It is the final stage in the customer journey, when potential customers are ready to make a purchase. At this stage, the goal of advertising campaigns is to convert potential customers into paying customers and drive sales.
Brand search campaigns are designed to reach users who are close to making a purchase decision, meaning they are bottom of the funnel campaigns.
What are the benefits of a Brand Search Campaign?
Besides creating additional revenue, there are several benefits that come with creating a brand search campaign in Google Ads:
Higher ROAS
Creating a brand search campaign helps the business to reach high quality in-market audiences and capture high-intent users. Introducing the brand and establishing positioning will result in a higher Quality Score, which will help lower the cost of your ads.
Protect the brand from competitors
Due to a constant competition for the ad rank on Google Search engine, many business competitors may bid against your brand name, to effectively steal organic traffic from your website. By not including your company name you can open up the advertising space for such competitors. Investing in branded campaigns will effectively allow you to take ownership of the search results pages.
Higher visibility in search results
When users search for your brand by name, your ads will appear at the top of the search results making it more likely that users will click on your ad and visit your website.
Performance Max and Brand Search Campaigns in action
We carried out a combined Performance Max and Brand Search campaign strategy with one of our clients and you can see how we were able to drive traffic to the website, capture the attention of potential customers and eventually increase the loyal customer base.
Results
Snippet of the performance: 1st of September - November 30, 2022
- The total reach has dramatically increased from 2,667 impressions in September to 58,266 in October and 104,363 in November.
- The number of conversions followed a similar trajectory with total conversions increasing from 12 in September to 31 in October and 54 in November, 2022.
Get expert support with your Google Ads strategy
Running Google ads is an important revenue stream for retail businesses. Developing and maintaining a strategy requires expertise and time that is not always possible to resource for busy marketing teams. Our specialists at StudioForty9 can support businesses to optimise important channels like Google Ads to deliver the best results for your business.
Get in touch to learn how we can help, email info@studioforty9.com
Image by Solen Feyissa on Unsplash
