campagna performance max

Performance Max Campaigns on Google Ads: What To Do To Set Them Up?

Hi there again you curious and skilled Google Ads enthusiasts!
Ready, set, go! Last news right from 2021 Google Marketing Livestream! The Performance Max Campaign has been released in its beta version.
By the way… what a name! Let’s take a closer look at it then… and let’s find out how this kind of campaign works.
No time for reading? Watch video here.

Content Index

  • (Almost) Every Google Service in One Single Campaign
  • Offer Strategy
  • How Is It Possible To Create a Performance Max Campaign?
  • Extensions Available
  • What To Do In Case Of Need

(Almost) Every Google Service in One Single Campaign

Adding Titles, Descriptions, Images and Videos makes it possible to be present on almost every Google service:

  • Research
  • Display (or GDN)
  • Discovery
  • YouTube
  • Gmail

Offer Strategy

As if it were not clear yet, Google is moving all the way towards conversions. This new campaign allows the setting of two types of strategy only:

  • Conversions (with the opportunity to add a Target CPA)
  • Conversion Rate (with the opportunity to add a Target ROAS)

It is advisable to follow, even though some other strategies are available, strategies based on conversions or conversion rates.
There may be cases which, when forced by particular customer strategies, it is necessary to use other kinds of strategies as well. In this case the oldest rule in the world of marketing needs to be applied: “the customer is always right”. However, this does not mean that customers cannot be “educated”.
So, brace yourselves Marketers!

How Is It Possible To Create a Performance Max Campaign?

As first step, it is suggested to add images. 15 slots are available in the following layouts:

  • 1:1
  • 1,91:1
  • 4:5

We can add up to five videos, previously uploaded on YouTube to get things going quicker.
Text parts include up to five 30-digit titles, four 90-digit descriptions and a long 90-digit description.

Extensions Available

In these campaigns different types of extensions are available:

  • Call Extensions
  • Lead Form Extensions
  • Sitelinks
  • Callouts
  • Structured Snippets
  • Price Extensions
  • Promotion Extensions

It is suggestable, whenever possible, to use every extension in a test mode and, if they work well (Call and Lead Form extensions) then remove them.

What To Do In Case Of Need

If You have doubts or problems you can find assistance in the Google Ads Community. Product Experts such as Andrea Testa (First Italian Platinum Level Product Expert) and I are going to answer your questions.
Obviously, it is really simple to do so. Please find a detailed explanation on how to get in touch with the Community here.

Marco






Campagna Performance Max su Google Ads: Cosa serve per configurarla?

Buongiorno curiosi e smanettoni di Ads,

Novità dopo il Google Marketing Livestream 2021! Rilasciata in Beta la Campagna Performance Max.

Nome davvero altisonante! Vediamo un po’ più da vicino com’è fatta questa campagna.

Non hai tempo di leggere l’articolo? Qui trovi il Video.

 
 

(Quasi) Tutte le reti Google in una sola Campagna

Tramite l’inserimento di Titoli, Descrizioni, Immagini e Video permette di presenziare su quasi tutte le reti di Google:

  • Rete di Ricerca
  • Rete Display (o GDN)
  • Rete Discovery
  • YouTube
  • Gmail
 


Strategia d’offerta

Come è chiaro Google si sta spostando, in tutto e per tutto, verso le conversioni.
Questa nuova campagna consente di impostare solo 2 tipi di strategia

  • Conversioni (con la possibilità di aggiungere un CPA Target).
  • Valore Conversioni (con la possibilità di aggiungere un ROAS Target).

Io raccomando sempre di seguire, anche quando sono disponibili altre strategie d’offerta, quelle basate su conversioni o valore di conversione.

Ci possono essere casi in cui, forzati da determinate esigenze del cliente, sia necessario usare altre strategie. In questo caso si applica la regola più vecchia del commercio:
“Il cliente ha sempre ragione”. Questo non significa che non lo si possa educare.


Forza e coraggio Marketers!

 

Cosa serve per creare una campagna Performance Max?

Come prima cosa suggerisco di inserire le immagini. Abbiamo 15 slot disponibili per immagini nei formati:

  • 1:1
  • 1,91:1
  • 4:5

Possiamo aggiungere fino a 5 video. Ovviamente caricati preventivamente su YouTube.

Fino a 5 Titoli da 30 caratteri, 4 Descrizioni da 90 caratteri e una Descrizione Lunga sempre da 90 Caratteri.

 

Estensioni Disponibili

In questa campagna sono disponibili diversi tipi di estensione:

  • Estensione di Chiamata
  • Estensione Modulo per i Lead
  • Sitelink
  • Callout
  • Snippet Strutturati
  • Estensioni di Prezzo
  • Estensioni di Promozione

Io suggerisco sempre, nel limite del possibile, di utilizzare tutte le estensioni come test e, se ci si rende conto che non funzionano (Chiamata e Lead) andare a rimuoverle.

 

Se avessi bisogno di aiuto?

Se hai dei dubbi o dei problemi puoi trovare assistenza e risposte alle tue domande nella Community degli Inserzionisti di Google Ads. Nella community ti risponderanno Esperti di Prodotto tra cui io e Andrea Testa (Primo Esperto di Prodotto Platino in Italia).

Ovviamente è semplicissimo e puoi trovare a questo link la spiegazione dettagliata su come fare.

Marco

Performance Max Campaigns on Google Ads: What To Do To Set Them Up?

Hi there again you curious and skilled Google Ads enthusiasts!
Ready, set, go! Last news right from 2021 Google Marketing Livestream! The Performance Max Campaign has been released in its beta version.
By the way… what a name! Let’s take a closer look at it then… and let’s find out how this kind of campaign works.
No time for reading? Watch video here.

Content Index

  • (Almost) Every Google Service in One Single Campaign
  • Offer Strategy
  • How Is It Possible To Create a Performance Max Campaign?
  • Extensions Available
  • What To Do In Case Of Need

(Almost) Every Google Service in One Single Campaign

Adding Titles, Descriptions, Images and Videos makes it possible to be present on almost every Google service:

  • Research
  • Display (or GDN)
  • Discovery
  • YouTube
  • Gmail

Offer Strategy

As if it were not clear yet, Google is moving all the way towards conversions. This new campaign allows the setting of two types of strategy only:

  • Conversions (with the opportunity to add a Target CPA)
  • Conversion Rate (with the opportunity to add a Target ROAS)

It is advisable to follow, even though some other strategies are available, strategies based on conversions or conversion rates.
There may be cases which, when forced by particular customer strategies, it is necessary to use other kinds of strategies as well. In this case the oldest rule in the world of marketing needs to be applied: “the customer is always right”. However, this does not mean that customers cannot be “educated”.
So, brace yourselves Marketers!

How Is It Possible To Create a Performance Max Campaign?

As first step, it is suggested to add images. 15 slots are available in the following layouts:

  • 1:1
  • 1,91:1
  • 4:5

We can add up to five videos, previously uploaded on YouTube to get things going quicker.
Text parts include up to five 30-digit titles, four 90-digit descriptions and a long 90-digit description.

Extensions Available

In these campaigns different types of extensions are available:

  • Call Extensions
  • Lead Form Extensions
  • Sitelinks
  • Callouts
  • Structured Snippets
  • Price Extensions
  • Promotion Extensions

It is suggestable, whenever possible, to use every extension in a test mode and, if they work well (Call and Lead Form extensions) then remove them.

What To Do In Case Of Need

If You have doubts or problems you can find assistance in the Google Ads Community. Product Experts such as Andrea Testa (First Italian Platinum Level Product Expert) and I are going to answer your questions.
Obviously, it is really simple to do so. Please find a detailed explanation on how to get in touch with the Community here.

Marco

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