{"id":5260,"date":"2022-12-02T17:47:17","date_gmt":"2022-12-02T17:47:17","guid":{"rendered":"https:\/\/hamak.ca\/?p=5260"},"modified":"2026-08-11T15:38:00","modified_gmt":"2026-08-11T15:38:00","slug":"performance-max-why-and-how-to-use-it-for-your-campaigns","status":"publish","type":"post","link":"https:\/\/hamak.ca\/en\/performance-max-why-and-how-to-use-it-for-your-campaigns\/","title":{"rendered":"Performance Max: why and how to use it for your campaigns?"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Rolled out by the web giant earlier this year, Performance Max campaigns are without doubt one of the biggest recent changes to Google Ads. PMax shakes up the rules, redefines the way SEM experts work, and reinvents advertising campaigns through automation and machine learning.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But what is it really, how does it work, and how should you use it? Follow this guide and the tips from our media expert, S\u00e9bastien Ferrand!<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Google Performance Max: how does it work?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Almost a year ago, Google announced the rollout of Performance Max campaigns to all advertisers. It&#8217;s a brand new type of advertising campaign that lets you run a single campaign <a href=\"https:\/\/hamak.ca\/en\/services\/digital-media\/google-ads\/\" target=\"_blank\" rel=\"noreferrer noopener\">across the entire Google Ads network<\/a>. You can now show ads from the same campaign across Search, Display, Discover, Gmail, Maps, and YouTube.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Performance Max campaigns run on Google&#8217;s automation technology and machine learning. Unlike more traditional campaigns, the Google Ads algorithm itself takes care of setting bids, placements, attribution, creative assets, and targeting to reach the goal YOU set. This technology works to improve your results in real time, across all channels, in order to drive a growing number of conversions.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">So you need to give the platform your target cost per action (CPA) or return on ad spend (ROAS), along with your creative asset groups and audience signals. Google then uses all of this to build different ads based on placement and the targeted user.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Audience signals: reaching the right target<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">To speed up the learning period for the Performance Max algorithm, you can now add audience signals. Since a single Performance Max campaign runs across all of Google&#8217;s networks, setting an audience signal creates a common base across the different delivery channels, helping the automation zero in on the right target faster.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Working on the same idea as Facebook Ads&#8217; Lookalike audiences, PMax campaigns use your signal to find people with similar intent, driving conversions across every channel.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">An audience signal is made up of three parts:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Custom segments<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">This level lets you give Google Ads more information about the leads you want to reach, based on four criteria:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>users&#8217; interests and purchase intent,<\/li>\n\n\n\n<li>users who search using a targeted keyword,<\/li>\n\n\n\n<li>users who visit certain websites,<\/li>\n\n\n\n<li>and finally, those who use certain apps.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Your own audience<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Here you share your data on current and potential customers, meaning your customer list and your remarketing audiences.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Interests and demographic data<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">You can target people by gender, age, parental status, or income, and tell Google which audiences are doing well on your other campaigns.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Google won&#8217;t stop at this information, but it gives the platform a solid starting picture of what your audience looks like.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Before jumping into Performance Max, take a look at <a href=\"https:\/\/hamak.ca\/en\/how-to-create-a-high-performing-google-ads-campaign\/\" target=\"_blank\" rel=\"noreferrer noopener\">how to build a high-performing campaign on Google Ads<\/a>, so you better understand how the platform works and what rules to follow!<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">What are the advantages of Performance Max?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Performance Max has plenty of advantages. What won us over at Hamak? PMax campaigns save managers a lot of time, time we can then put toward planning for our clients selling online. In fact, once the campaign is set up properly, Google handles the micromanagement, freeing us up to focus on the big picture.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This is all thanks to the power of automation. We have to admit, Google&#8217;s algorithm is impressive and does a great job of hitting the goals you set. Nothing is left to chance. Bids, ads, videos, and images are all tailored to match the conversion behavior of the audience you&#8217;re targeting.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Google Performance Max&#8217;s automation boosts conversions both in number and in value. These new campaigns help you avoid overspending, maximizing your ROI, or return on investment. On top of that, you get detailed reports on the Insights page, which can help you understand how the automation works and improve your campaigns.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Along with easier access to Google Ads inventory and a wide range of tools, Performance Max&#8217;s machine learning lets it make more accurate predictions about your ads, giving you a head start.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Lastly, Google doesn&#8217;t stop at your assumptions. Its artificial intelligence looks to tap into new audiences or channels that were previously overlooked. Performance Max can also help you reach new audiences by analyzing user intent, behavior, and journey in real time.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Google Performance Max: the drawbacks<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">As game-changing as it is, Performance Max still has a few limits. We recommend making the most of networks with higher conversion intent before diving into this type of campaign. It&#8217;s also worth always investing in things you still have control over.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This type of campaign needs a certain amount of historical data to feed its algorithm. If you&#8217;re managing a newer account, it may be better to stick with classic campaigns first, so you can get more out of the automation later on.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">On top of that, Performance Max campaigns can be criticized for reports that aren&#8217;t very accessible or transparent. The tool doesn&#8217;t really explain the details behind its decisions.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Also, you can&#8217;t exclude certain keywords when running the campaign, which carries some risk, like ending up bidding on your own brand name. Those customers would often have converted anyway through a Brand campaign on the Search network.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Lastly, there&#8217;s a real risk of cannibalization between your Performance Max campaigns and your classic campaigns.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">When should you use Performance Max campaigns?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">As we&#8217;ve seen, Performance Max offers plenty of advantages. That said, you need to know when to use it, particularly in the following situations:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>you&#8217;ve set a <strong>clear conversion goal<\/strong>,<\/li>\n\n\n\n<li>you have enough <strong>historical data<\/strong> for Google to work with,<\/li>\n\n\n\n<li>you&#8217;re working on an account with <strong>quality content<\/strong>, both in copy and in images and videos,<\/li>\n\n\n\n<li>you want to get the most out of your results <strong>without limiting yourself to the channels<\/strong> where your ads already run,<\/li>\n\n\n\n<li>you&#8217;d like to <strong>reach all of Google&#8217;s advertising channels<\/strong> from a single campaign,<\/li>\n\n\n\n<li>you want to try out a new type of campaign,<\/li>\n\n\n\n<li>you have a client selling online.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Don&#8217;t hesitate <a href=\"https:\/\/hamak.ca\/en\/contact\/\" target=\"_blank\" rel=\"noreferrer noopener\">to ask our experts<\/a> for advice on picking the type of campaign that best fits your needs!<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Our tips for using PMax<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">We&#8217;ve had time to test and retest Performance Max across different campaigns, which helped us pin down a few good habits to add to Google&#8217;s own recommendations.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">First, always stick to the golden rule: one conversion goal equals one Google Performance Max campaign.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Don&#8217;t forget to specify your website&#8217;s language, since your ads will run across all of Google&#8217;s inventory.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">You can choose whether or not to turn on final URL expansion, meaning you allow Google to swap the final URL for a different landing page depending on prospects&#8217; search queries and intent. At this same step, you can exclude specific pages. We&#8217;d suggest ruling out URLs that aren&#8217;t meant to convert, like legal notices, your return policy, or blog pages.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Another tip: upload as many creative assets as you can. This goes a long way in helping the machine find the best possible combination. Try to refresh your creatives regularly and keep only the ones that perform best!<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Lastly, take the time to define your audience signal. Either way, give the algorithm a chance. Wait until it&#8217;s past the learning phase before jumping to conclusions about how your campaigns are performing.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">A final word<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">After testing this new type of campaign carefully, we&#8217;d suggest not putting blind trust in it. It&#8217;s worth making the most of the channels where you still have control before jumping in blind. Google is sharing more and more information about campaigns through the Insights tab. Eventually, we hope to get more control over targeted keywords and placements.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Rolled out by the web giant earlier this year, Performance Max campaigns are without doubt one of the biggest recent&#8230;<\/p>\n","protected":false},"author":2,"featured_media":1331,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[61],"tags":[],"class_list":["post-5260","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-paid-search-sem"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Performance Max: why and how to use it for your campaigns? - Hamak Marketing Num\u00e9rique<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/hamak.ca\/en\/performance-max-why-and-how-to-use-it-for-your-campaigns\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Performance Max: why and how to use it for your campaigns? 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