{"id":59385,"date":"2022-06-16T07:00:53","date_gmt":"2022-06-16T14:00:53","guid":{"rendered":"https:\/\/www.eigene-homepage-erstellen.net\/?p=59385"},"modified":"2022-06-16T02:43:45","modified_gmt":"2022-06-16T09:43:45","slug":"pros-and-cons-of-google-ads-performance-max-campaigns","status":"publish","type":"post","link":"https:\/\/www.eigene-homepage-erstellen.net\/blog\/paid-media\/pros-and-cons-of-google-ads-performance-max-campaigns.htm","title":{"rendered":"Pros and Cons of Google Ads Performance Max Campaigns"},"content":{"rendered":"\n

Digital marketing is a moving target. Platforms and practices have evolved immensely since I started at Portent 10 years ago in many ways. Automation is one of the biggest ways things are changing. And changing for the better, I might add!<\/p>\n

Is Google automating us out of our jobs? I don’t believe so.<\/p>\n

Today, we are spending less time with mundane tasks like manual bid changes and instead focusing on strategy while we allow algorithms to carry more of the weight. And the fact is, they are better at those tasks anyway. The question now is, how can we use automation to achieve better results?<\/p>\n

Google and other platforms continue to find new ways to help us be successful. Performance Max campaigns are a big step forward in that regard. But with an innovation like this, there are pros and cons to consider. And there is definitely a right and wrong way to execute and optimize.<\/p>\n

Let’s start from the top.<\/p>\n

What are Performance Max campaigns?<\/h2>\n

Performance Max (or PMax) is a relatively new goal-based campaign type that was first launched in November 2021. These campaigns are eligible to show across Google’s entire array of ad inventory and use automation and data to determine when and where your ads should show up to reach your goals.<\/p>\n

This “one size fits all” campaign type is the latest step from Google to use machine learning to take more control over what your ad looks like, when they will be served, and who they are served to.<\/p>\n

One particularly interesting aspect about them is how they are replacing Smart Shopping campaigns completely<\/a>. Smart Shopping was a step toward more automation when it debuted in 2018 and became a best practice from Google over standard Shopping campaigns. So this shift to PMax is notable.<\/p>\n

What control do you have?<\/h3>\n

PMax might feel like you are handing over the keys to Google, but that is not completely true. There are still a number of ways you can influence the campaign targeting and likelihood of success.<\/p>\n