Automation within the marketing landscape has increased over the years. Sometimes convenient but with automation comes another type of complexity. In this article, we go through Google’s new campaign type: Performance Max.
Google Performance Max was launched to make life easier for advertisers. It is an all-in-one automated campaign type that requires minimal set-up and Google assures us that they will show the ad in appropriate channels (Search, Maps, Display, Gmail, Discover and Youtube).
It is important to keep in mind is that the Performance Max is not yet a self-driving car. You, as a growth marketer will still need to feed Google with contextual information because otherwise you may not really get what you want from your ads.
Here comes the tips:
1. Get your goals right
You always need to give the automation a clear direction. If you tell Google Ads that the goal is to get leads, you’ll probably get it. But was leads what you really wanted? no, you wanted converting leads. Remember that it is important to find ways to feed goal-related data to Google so they in turn can give you what you want.
2. Utilize first-party data
It has not escaped anyone that there is a big shift from third-party data in digital marketing. This means that first-party data is becoming more and more important. If you have a list of existing customers, use that data in your google ads campaigns to improve targeting. Of course, Google’s AI will probably learn what type of audience is best to target itself, but why give Google a lot of money to find that out when we could have provided that information from the start?
3. Clear CTAs
People use Google to search for things they often know they need. Through your ads, try to answer questions your customers might have. Then, assure them that your solution is the best. How? Well include your value propositions and clear call-to-actions in the ad text in and it will become part of your RSA (Responsive Search Ads).