Google’s Performance Max (PMax) campaign type offers a highly automated way to reach customers across all of Google’s channels, including Search, Display, YouTube, Gmail, Discovery, and Maps.
What is Performance Max (PMax)?
PMAX is a separate Google Ads campaign type that uses Google’s AI to optimize ad delivery across nearly every part of the Google ecosystem. Unlike traditional campaigns, PMax operates without needing keywords. Instead, the advertiser provides two main things:
- Creative Assets: The text, images, and videos that form the ads.
- Audience Signals: Hints about who the ideal customer is.
With these inputs, Google’s algorithms handle the heavy lifting of targeting, bidding, and ad placements. PMax is an ideal solution for businesses looking to maximize their reach and conversions with minimal manual management efforts.
Key Requirements for Launching a PMax Campaign
Google requires a minimum set of assets. For a successful launch, the following should be uploaded:
- Conversion Goals: Max Clicks or Max Conversions.
- Search Themes: Contextual information about what people are searching for.
- Audience Signals: Competitors, Customer match lists, Existing customers, etc.
- 20 Images: A robust library of high-quality visuals.
- 1 Video: A minimum of one video asset, which must be uploaded to YouTube. If no video is added, Google auto-generates videos from images/text.
- Square Logo
Google’s automation generates asset combinations and optimizes delivery in real time. Provide as many relevant search themes and audience signals (especially first-party data) as possible. We highly recommend disabling automatically created assets, as these often contain major inaccuracies, especially for major hotel brands.
The Downsides and Concerns of Running PMax
While PMax excels at driving volume, its automated nature introduces specific drawbacks and risks that advertisers must consider:
1. Audience Signals Are Not Direct Targeting
One of the most critical aspects of PMax is understanding the role of Audience Signals. While you provide signals to guide Google’s algorithm toward your ideal customer segments, these signals are not a strict targeting mechanism. Google can, and often will, go beyond your defined signals to find new potential customers if its algorithm determines this will “maximize performance.” This can lead to your ads showing in placements or to users you might not have initially intended.
2. Risk of Campaign Cannibalization
The expansive reach of PMax can create conflicts with other active Paid Search efforts.
- Cannibalization of Paid Search: PMax utilizes search terms that can heavily overlap and, therefore, cannibalize other Paid Search campaigns, particularly valuable brand campaigns, because they are “low-hanging fruit.” This means PMax can draw clicks that would have otherwise gone to a more controlled, lower-cost brand campaign.
- Conversion Attribution: PMax is highly aggressive in attempting to take credit for conversions. It is known to heavily cannibalize other campaigns you are running and take credit for every single conversion if possible. This can distort reporting, making it difficult to accurately assess the incremental value of PMax versus your other Paid Search campaigns.
Key Differences Between PMax and Paid Search
PMax is more automated and “hands-off” than traditional search and currently has more limited transparency and reporting when compared to Paid Search. While it can use search themes and audience signals to find high-converting users, Paid Search offers keyword-level control (bids, search terms report, negative keywords) and granular targeting at account/campaign/ad group.
PMax requires a broader asset set than search: headlines/text plus images, logos, and videos for multi-channel placements.
PMax can be cost-effective with lower CPCs and increased impressions, clicks, bookings, and revenue in many cases, since these campaigns are distributed across every part of the Google ecosystem, which supports full-funnel presence.
PMax does require a larger and consistent budget to fully optimize across all channels. We recommend testing it for at least 3 months to give automation sufficient learning data.
Future of PMax
PMax is constantly learning, and Google continues to address the transparency and reporting gaps by rolling out significant new features. Here are some new features we have observed:
- Increased number of negative keywords: previously, it was up to 100, but now it can be up to 10,000.
- Search Terms Report: shows the actual search queries users typed into Google that triggered a PMax ad.
- Asset Reporting: this report was upgraded to break down the performance data by individual assets (headlines, images, videos) so you can see how an asset performs specifically on YouTube, Display, Search, Discover, or Gmail.
- Impression Share Reporting: this was previously only available for Paid Search and Shopping campaigns.
PMax is an ideal type of campaign for those looking to automate their campaigns and be more “hands-off” than traditional Paid Search campaigns. PMax is also constantly learning, and so should your negative keyword lists be a living document to ensure it’s not cannibalizing on current Paid Search campaigns or being advertised through irrelevant search queries.
About Cogwheel Marketing
Cogwheel Marketing™️ is a full service digital marketing agency specializing in branded hotels, first leveraging brand systems then coupling that with supplemental strategies to maximize total online presence. Their reporting and business intelligence tool, Cogwheel Analytics, aggregates data from multiple sources to allow companies to identify trends and opportunities in their online presence. Our defined processes ensure the best positioning for your hotel against the competitive set and against other hotels of the same brand. Let us work with your sales and revenue management teams to identify and close the gaps and target your ideal guests.
