If you’ve ever run Google Ads, chances are you have come across the term PMAX campaign. But what are they, and should you be incorporating one into your SEM strategy?
A PMAX campaign (short for Performance Max) is a type of advertising campaign offered by Google Ads that gives advertisers access all of Google’s assets from within a single campaign.
This can include:
- Search
- Display
- YouTube
- Discovery
- Gmail
- Maps
Originally launched in 2021, PMAX campaigns use a goal based approach, leveraging AI and machine learning to deliver more conversions for your brand.
In fact, statistics show that PMAX campaigns see a conversion rate 18% higher than paid search campaigns, at a similar cost per action.
Should you swap search campaigns for PMAX?
While PMAX is incredibly innovative and drives more conversions by optimising bids and placements in real time, it shouldn’t be your sole SEM approach. Search ads have their own benefits and PMAX should complement these, not replace them.
There are three key differences between the different campaign types:
Placements
Search campaigns are only shown on the Google search results page (and also the Search Partners network if you opt in for that). Many brands may only want to run ads in the search results, rather than showing up in Gmail, YouTube and other places.
Intention
PMAX campaigns target uses across platforms regardless of intent. Whereas search ads target users with higher intent (actively looking for a product or service).
Targeting options
Search uses keyword targeting (potentially in combination with demographics and interests) whereas PMAX uses machine learning and audience signals to target users.
Both PMAX and search have specific advantages, and leveraging them both usually gets the best results.
Key features of a PMAX campaign:
Automated Ad Placement: PMAX uses Google’s machine learning algorithms to optimise ad placements across various Google properties and networks.
Broad Reach: By using a single campaign, PMAX allows access to a vast array of Google’s platforms, maximising reach.
Goal-Based Optimisation: An advertiser sets their campaign goals (such as conversions, sales, or leads), and Google’s algorithms automatically adjust bids, targeting, and creative elements to meet those goals.
Performance Insights: PMAX offers reporting tools to help an advertiser help understand how their ads are performing and which channels are driving the best performance
Creative Assets: An advertiser provides assets such as text, images and videos, which Google then uses to create different ad formats suited to different placements.
Overall, PMAX campaigns are a very useful innovation, designed to streamline the management of ad campaigns while utilising Google’s technology to optimise performance of ads across multiple platforms.
For more information on Google Ads management, contact us today.
