Are Performance Max campaigns right for you?

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Performance Max (PMax) was introduced at Google Marketing Live (GML) 2021 and has been met with mixed reactions, with some seeing great results and others struggling with mixed performance due to a lack of control.

Understanding whether PMax will serve your account well depends on these basic criteria:

What is your budget?
Are your individual channels performing well?
Can you provide all the creative materials?
While there is no clear yes or no, these iran phone number data questions can help you predict the success of PMax campaigns for your brand. Before we dive into these questions, let’s take a quick look at this type of campaign.

What is Performance Max?
Performance Max campaigns cover all types of Google PPC ads (except Local Services Ads) and allocate budget and creative where the algorithm thinks it can be most beneficial to your marketing goals. This means that instead of running separate search, display, video, Discover, and Shopping campaigns, you have one campaign/budget that covers all of these channels.

Currently, keyword exclusion requires working with a Google representative, which means that the finished campaign does not allow for the use of negative keywords in the way we are used to.

These campaigns require text and visual creative. If you don't provide your own creative (images and videos), Google will create them for you. These creatives tend to not perform as well, so it's important to have your own visual assets ready.