Multiply conversions with Performance Max

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Performance Max campaigns allow advertisers to get the full power of Google’s channels and AI, all in one campaign to maximize performance. Performance Max drives the strongest performance and ROAS across all of Google’s channels. It automatically uses the full power of Google AI from end-to-end to improve your bidding, audiences, creative, and more. From a single, easy-to-use campaign, capture valuable searches and multiply conversions from customers you might have missed. Most retailers advertising with Google are already using Performance Max and seeing great results. Beyond retail, advertisers who adopt Performance Max see an average increase of 27% more conversions or value at a similar CPA/ROAS. This is even when they already use broad match and Smart Bidding in their Search campaigns.¹

Google Ads Tutorials: Creating a Performance Max campaign

On this page

• For all advertisers and goal types
• Goal-specific best practices
• Evaluating your performance

For all advertisers and goal types:

1. Pick conversion goals that matter to your business.

• In general, choose the same conversion goals as your other existing performance campaigns (like Search campaigns). This helps you stay consistent in what you’re optimizing for, and helps our bidding systems better optimize toward the same goal across campaigns.
• Setting up a new customer acquisition goal allows you to value and prioritize bidding for new customers, while still maximizing sales from existing ones. You can also choose to focus exclusively on new customers. 
  • We strongly recommend using New Customer Value Mode if you want to grow overall online sales while also growing your new customer base. 
  • Advertisers who highly value new customer acquisitions and use New Customer Value Mode improved their ROAS by 9%, improved their new customer ratio by 5%, and reduced acquisition cost for new customers by 7%.²
• Setting up a retention goal allows you to bid more for lapsed customers. You’ll also be able to specify which customers have higher lifetime value, so Performance Max can prioritize bidding on your most valuable lapsed customers.
• Set up accurate conversion measurement that reflects what conversions are truly worth to your business. Conversion goals and actions will directly guide Google AI to deliver results against those goals. Set conversion values to represent the relative importance and value of different conversions to your business. By assigning higher values to more important conversions, the campaign can automatically prioritize those to help you maximize value from your budget. 
• Use conversion value rules to further customize how you optimize performance. Adjust conversion values and apply a multiplication factor for higher-value audiences, devices, or geographic locations.

2. Choose the right bidding strategy.

• Use value-based bidding if you’re tracking values with your conversions. Select “Maximize conversion value” as your bid strategy to drive as much conversion value as possible within your budget. If you have specific ROI goals, you can also add a ROAS target. 
• If you can’t use value-based bidding because you’re not tracking values and care about all your conversions equally, use “Maximize conversions” to drive as many conversions as possible within your budget. You can also add a CPA target. 
• If you’re unsure of which ROAS or CPA target is right for your Performance Max campaign, you can use the targets that you have set for your other performance campaigns (like Search campaigns) as a reference point. Once the campaign has ramped up and gotten more traffic, you can adjust your target up or down accordingly.

3. Keep text customization and Final URL expansion on.

• Text customization (enabled by default) allow your Performance Max campaign to use content from your landing pages and automatically generate new and additional text assets for your Search ads. This helps you build more assets to better match customers’ unique context and intent, while staying true to your business and offerings. It also helps keep your text assets fresh over time.
• If you have text customization enabled, you should also use the Final URL expansion feature, which is turned on by default) This helps you find more converting search queries that are likely to perform well based on customers’ intent and their relevance to your landing pages. This feature will enable your ads to show up on additional searches that have a strong likelihood of leading to conversions. Final URL Expansion uses landing pages on your website to match your ads to more relevant queries.
  • Advertisers who use Final URL expansion with Performance Max campaigns see an average increase of over 9% in conversions/conversion value at a similar Cost Per Action (CPA)/Return on Ad Spend (ROAS).³
• Exclude specific parts of your website from being targeted with the final URL Exclusion feature, as needed. For example, exclude your company blog or FAQ pages if these aren’t meant to drive conversions. 
• If you have text customization enabled and there is a specific category of web pages on your website you would like to target, you can use “URL contains” rules to target traffic based on those categories. This rule targets all webpages that have a URL containing specific text. For instance, you can target your campaign specifically to all web pages that have “dogfood” in the URL. 
  • When final URL expansion is ON, these rules help inform and guide Google AI to understand these categories are important (but does not restrict its matching to them). With final URL expansion OFF, “URL contains” rules restrict matching to pages within those categories. 
• Add page feeds to Performance Max to further refine your results from Search inventory. When final URL expansion is ON, this additional feed helps inform and guide Google AI to understand that these URLs are important (but does not restrict its matching to them).
  • With final URL expansion OFF, page feeds make it easier to add more specific URLs to your Performance Max campaign at scale and to restrict matching to just these URLs. Page feeds also require text customization to be enabled. 

Learn more about Final URL expansion.

4. Maximize the variety of your creative assets to engage consumers more effectively.

• Create asset groups related to a single theme. You can create multiple asset groups per campaign if needed, and each asset group should relate to a unified theme (like a product or service category).
• Add as many versions of text, image, and video assets as possible (including different image sizes). This helps you reach consumers in more relevant ways depending on their context and mindset, and allows you to promote your business in more places. The more assets you provide, the more ad formats the campaign can create, and the more inventory your ads can appear on. Use Ad Strength to help you understand if you have the optimal asset mix, where you can improve, and to ensure you can run on all available inventory. 
  • Make sure your text assets differ meaningfully from each other and make sense when combined together.
  • Use authentic, high-quality images that inspire people to engage with your brand. We also provide free stock images during campaign construction.
  • Include a video asset that’s at least 10 seconds long. Based on internal data, advertisers that included at least one video in their Performance Max campaigns saw an average increase of 12% total additional conversions.⁴ This is from advertisers uploading their own video or having Google AI auto-generate one for them. 
  • If you don’t have a video, Performance Max will automatically generate one for you using your other assets. You can also easily create your own video using the video creation tool in the asset library. You can access the tool during campaign creation or after, in the Assets section.
  • Upload videos in different orientations. Based on internal data, advertisers that included at least one video of each orientation (horizontal, vertical, and square) to their Performance Max Campaigns delivered 20% more conversions in YouTube compared to horizontal videos alone.⁵
• Utilize Performance Max’s asset generation capabilities to create new assets, including text and images, at scale with the power of generative AI (US only). 
  • When creating a new Performance Max campaign or asset group, enter your URL and click “Generate assets” in the asset generation step to get suggested headlines, descriptions, and images automatically.
  • You can combine your creativity with Google AI to easily create new text and image assets. Use text prompts to provide details on the types of assets you would like to generate. 
    • When generating images, make the prompt as clear as possible when describing the image you want and be specific about what you’d like to generate. You can provide details about an item, the background, the lighting, specific colors, and more. You can even indicate the type of image style you’d like, such as something that’s photo-realistic or an illustrated representation. 
    • While you can generate a variety of images in different styles, we recommend using this feature to generate lifestyle imagery, or generic product imagery if you sell many products.
  • Once you’ve generated your assets, you can select the ones you’d like to serve in the campaign. You can even steer Google AI by asking it to generate more assets similar to ones you've just made.
• Use additional assets like sitelinks, callouts, lead forms, and phone calls to help your ads show up more prominently and provide extra details to your customers—including different ways they can contact you. 

Learn more about how asset groups work. 

5. Steer Google AI with audience signals and search themes.

• Audience signals provide inputs to help your campaign ramp up and optimize performance faster. Input audience signals to guide Google AI and include lower-funnel audience segments, such as your data (which includes Customer Match lists of existing customers who’ve engaged with your business in the past, and website visitors). To use Customer Match, you’ll want to create a customer list, upload it to Google Ads, and update it regularly. 

Google Ads Tutorials: Audience signals in Performance Max campaigns

• Search themes let you provide inputs about your business, such as queries that you know your customers are looking for. They are additive to what Performance Max would match you to using your URLs, assets, and more. Search themes also help you find audiences across all Google Ads channels based on users’ search behavior. 
  • Search themes can be helpful if you have knowledge about your business or customers that AI can’t easily or quickly learn. For example, if your landing page doesn’t have complete details or the latest updates about the products and services you offer, you can use search themes to help fill in the gaps.
  • Search themes have the same prioritization as your phrase match and broad match keywords in your Search campaigns. Exact match keywords that are identical to the search queries are prioritized over search themes and other keywords. 
  • Search themes will respect brand exclusions in Performance Max and negative keywords.
  • Results driven from search themes will bring your customers to the landing pages you’ve indicated via your Final URL expansion, page feeds, and URL contains settings.

6. Use experiments to A/B test uplift.

There are two types of experiments you can run today:

• Measure the uplift of adding Performance Max as a complement to your existing campaign mix.

Google Ads Tutorials: Experiments to test uplift of Performance Max campaigns

• Measure the uplift of switching from Standard Shopping campaigns to Performance Max for online sales with a product feed.

Google Ads Tutorials: Experiments to test Performance Max vs. Standard Shopping campaigns

Goal-specific best practices

Evaluating your performance

General best practices for evaluating your results.

• Account for conversion delays to ensure you have a complete picture of performance. 
  • For example, if it typically takes 7 days for users to convert after engaging with your ads, do not include the most recent week of data when evaluating performance. This is because your data will still be missing conversions from those 7 days.
• Check your optimization score to find ways to improve your campaign performance. You can find recommendations to improve your campaign, such as optimizing for new customer acquisition, and easily apply them via the Recommendations tab. 
• The Insights page helps you see what’s influencing performance the most, like your top audiences and search themes. 

• Check your Insights page daily for personalized insights. Insights are refreshed daily and are tailored to you and your business. Consistent monitoring can help you stay on top of changing customer behavior and market conditions. 

To learn about the various reports and Insights you can use to dive deeper into your performance, including channel performance reporting, check out our best practices guide on evaluating your Performance Max results.

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Related links

Evaluating Performance Max Results

Answering Your Top Questions About Performance Max

Power More Conversions and Value through Cross-Channel Bid Optimization

 

1. Source: Google Data, Global, Ads, October 2023 - November 2023.
2. Average uplift in performance based on internal studies. Individual results may vary according to campaign details. Source: Google Internal Data,Global, All Verticals A/B Test, Oct 2022-April 2023.
3.Source: Google Data, Global, Ads, February 2023 - April 2023.
4.Source: Google data, Global, November 2022.
5.Source: Google data, Global, November 2022.
6. Average uplift in performance based on internal studies. Individual results may vary according to campaign details.
7. Source: Google Data, Global, Ads, December 2022 - January 2023.
8. Source: Google Data, Global, Ads, February - May 2023.