Performance Max (like the more upper-funnel Demand Gen) is different enough from other Google Ads campaigns that it requires a different approach, even if the underlying search behavior and marketing principles are the same as they’ve always been.
For what it’s worth, Performance Max is typically not the first campaign to launch in any account. We typically start with Search and/or Shopping before layering on Performance Max when it makes sense, e.g., testing and scaling.
But when the time comes to make it work, it takes a specific mindset. And if your Google Ads methods and principles are still stuck in 2015, you’re not going to get very far.
Here’s how to tailor your approach and become a mentality monster for Performance Max.
Performance Max At Its Most Basic Level
A strong mindset for modern PPC begins with knowledge and education. If you still don’t understand the fundamental differences between Performance Max and legacy campaign types (like Search and Shopping), that’s step one.
The TL;DR is simple: Performance Max is driven by algorithms, not inputs or controls. There’s a certain degree of surrendering to the system that goes with it, and trying to exert control when there’s none to claim will only end up with a large chunk of wasted spend.
If you think you can be the exception to the rule and force Performance Max into traditional campaign structures, all you’ll do is choke the algorithm and spend money on poor-quality conversions. This has a compounding effect where the system then believes those are valid conversions and will try to bring you more of the same.
Here are five core truths to keep in mind:
1. You don’t control targeting. Performance Max simply does not go where you tell it to. At best, you can provide initial direction in the form of audience signals. But it will eventually start to make its own decisions about which channels to show your ads on and which audiences to pursue. Even keywords are more about guidance than a guideline to be followed strictly.
2. You don’t decide which headlines get paired with which creatives. With Performance Max, you’ll still need to build all the pieces of your ads: responsive search ads, video and static creatives, product feeds with robust descriptors, and so on. But how those get mixed and matched isn’t up to you. Google’s system will test different combinations with different audiences before settling on what works best.
3. You don’t get full visibility into every query or placement. There’s no question that Performance Max is capable of delivering great results. If you want that, then you simply have to accept that you must give up a certain degree of visibility into where your ads show and why. You may not like it, but this campaign only works when you set things up properly and trust the system (while still supervising and verifying its output).
4. Data, not content, is king. Performance Max runs on data, and Google expects you to provide far more…
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