August 2, 2022
Google Performance Max is an all-new, goal-based campaign type that allows advertisers to access all the goodies in the Google Ads inventory into a single campaign. Consolidating your classic Google Responsive Search, Display, and Video assets into one. GPM is designed to complement your keyword-based search campaigns to assist in finding more eager and converting customers across all of Google’s channels. (e.g., YouTube, Display, Search, Discover, Google Maps, and Gmail).
What is Google Performance Max?
Why Should I Care?
As I mentioned earlier, GPM shows ads on the following: Google Search Network, Display Network, YouTube, Gmail (in the form of closed and opened email ads), Google Maps, and Google Discover. For those who are not familiar with Google Discover, this allows you to receive updates on your interests, like your favorite sports team or news site, without searching for them. You can choose the types of updates you want to see in Discover in the Google app or when you’re browsing the web on your phone.
GPM also has some pretty in-depth and niche features. These including unlocking new audiences across Google’s channels and networks, driving stronger performance against your goals, receiving more transparent insights, the ability to steer automation with campaign inputs, and simplifying campaign management, all while easily optimizing ads.
Moreover, it's all about conversions. A conversion is an action that is counted when someone interacts with your ad, (for example, clicks a text ad or views a video ad) and then takes an action that you’ve defined as valuable to your financial institution, such as a loan application or a call to one of your branches or banking centers from a mobile phone. GPM delivers more conversions and value by optimizing performance in real-time and across channels using Smart Bidding based on specified conversion goals. It also combines Google’s Automation technologies across bidding, budget optimization, audiences, creatives, attribution, and more. GPM is powered by your specific advertising objective, and the creative assets, audience signals, and optional data feeds provided. Conversions are the goals set for a campaign’s effort.
It’s simple, especially if you already have the assets on hand. Consolidating those assets into one campaign, even with the same budget, is a breeze. Here’s the toolbox of what Google requires to run a successful effort:
How Does This Thing Work?
1. A maximum of 5 short headlines, 5 long headlines, and 5 descriptions BUT a minimum of 3 for each is okay.
2. Your financial institution name. Should be easy enough!
3. Up to a maximum of 20 landscape images, 20 square images, up to 20 portrait images - however this is not necessary, 2 of each will work. A maximum of 5 logos, a minimum of 1. A landscape logo is also allowed, but not necessary.
4. Finally, a YouTube video; a minimum of 1 is best practice, however, a video isn't necessary. Caveat: performance will be impacted negatively without one.
Giving Google as many assets as possible will allow for your digital campaign to be shown in more places and reduce creative fatigue, as more assets equal different ads that Google’s artificial intelligence (AI) can create and serve to consumers.