Google Ads is a strong tool that is critical to many businesses’ success. Their launch of Performance Max Ads enabled businesses to streamline their marketing campaigns while still reaching their target demographic. Understanding Performance Max may lead to the discovery of a new advertising strategy that will improve your company’s results. On this page, we’ll answer a few FAQs about Performance Max Ads, including:
- What are Performance Max ads?
- 6 Performance Max Ad Examples
- What goes into the Performance Max Ads?
What are Performance Max ads?
Performance Max Ads (also known as PMax ads) are a goal-based campaign type that allows advertisers to access their full inventory through a single campaign. This ad type formats advertising for many platforms using Google’s machine learning mechanism. The primary differentiator between PMax advertisements and other Google ad formats is the usage of artificial intelligence (AI) for all aspects. You may have Google AI handle the bidding, budgeting, optimization, creatives, and other parts of your ad campaigns.
6 Performance Max Ad Examples
These Google Performance Max Ad examples demonstrate how one ad would appear across many platforms. We’ll look at an example from Verizon to see how these advertising are presented across various channels.
1. Search advertisements.
Unsurprisingly, search advertising appear on Google search results pages. These advertisements are relevant to the keywords that the user provided in their search. PMax advertising are designed to operate in conjunction with keyword-targeted advertisements. So, if you’re currently targeting a keyword in your account, Google will typically favor the search campaign over PMax.
However, if you don’t already target a relevant keyword in your account, now is an excellent moment to deploy a PMax ad. If this is the case, the ad with the highest Ad Rank – either the PMax or the search ad – will be displayed. That is how PMax varies from conventional search advertising internally, even though they appear identical to the viewer. For example, suppose Verizon had a search campaign targeting “best Internet providers” but not “fastest Internet providers.” These queries are very similar, though – the best Internet providers have the fastest Internet speeds – so Verizon’s ads may still appear for “fastest Internet providers.” The difference is that the PMax ad may appear for the “fastest Internet providers” query if it has a higher Ad Rank than the search ad, as the search ad is not explicitly targeting this keyword. In this case, these ads look like any other PPC ad, and they appear at the top of the SERPs to immediately capture the users’ attention. There are typically no images or videos, only text.
2. Display advertisements.
PMax advertisements use your assets to generate the most effective ad for your campaign. The assets it pulls vary depending on the channel, which influences how display advertising appear. Depending on what Google extracts from a company’s assets, a Verizon PMax ad for Fios may include a text-heavy video detailing the features they offer or a photo with Verizon’s emblem and motto. Remember that AI dictates what gets pulled, and it all depends on your stated goals, audience, budget, and other optimization criteria.
Users can see your display advertising on any website that supports them. Display advertising are commonly found on free blogs and newsletters. These advertisements might take the form of banners, sidebars, movies, and other formats.
3. YouTube Ads
YouTube advertising can appear in the feed, as shown above, or play before, during, and after videos. You add these movies to your ad assets, and Google’s AI decides which ones to utilize depending on your campaign objectives, audience indications, and so on. As a result, the movie displayed may differ depending on these attributes!
4. Discover advertisements
The Discovery channel is included within the Google Chrome mobile app. As users browse naturally, Google will collect search data and begin to display recommendations and suggestions based on their past. These ads resemble display adverts, often featuring a picture and a text phrase. Google’s AI will then decide which headlines and visuals to use in the ad based on audience indications, prior high-performing ads, and other variables. If your ad assets include various headlines and graphics, Google can select the ideal combination from them.
5. Gmail advertisements
These adverts appear more legitimate than others because they are directly from Google. They are also fully tailored based on the users’ Gmail activities. And, like with previous PMax advertisements, the data used to generate these Gmail ads is directly from your email assets. Google’s AI will choose a personalized header and picture based on audience signals and other important ad performance metrics.
6. Map ads
Finally, adverts arrive on Google Maps. When users search for local companies, sponsored results will appear first, exactly like search ads. These advertising resemble company listings, thus it’s critical to supply all of the information required for Google to appropriately build the PMax ad.
What goes into Performance Max Ads
Let’s have a look at the many materials you may use to build different PMax ads:
- Headlines and Description: The headline and description are critical for capturing viewers’ attention. These materials will appear on all platforms, encouraging users to click on your ad.
- Visuals: Some ad forms require visuals, so supply relevant, appealing images to assist maximize your approach on each platform. You can upload landscape photos, square images, portrait images, square logos, and landscape logos as long as they adhere to Google’s Asset Guidelines.
- Videos: Videos are another valuable asset for PMax advertisements, particularly those that appear on sites such as YouTube. Similar to photos, you can upload various video formats to comply with Google’s rules.
- Other: To create an effective ad, incorporate your company name, site links, calls to action (CTAs), and audience indications. When viewers see the advertisement, they will be provided with all of the necessary information.
To help you build better PMax advertising, you should upload numerous versions of each asset. Uploading several variations allows Google’s AI to produce the most effective ad versions to boost conversions.
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