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Google has shared answers to the most frequently asked questions about its AI-powered Performance Max campaign type.
Here are some highlights:
- Why doesn’t Performance Max offer channel-level reporting? Performance Max optimizes bids across channels for cost-efficient, high-ROI conversions through marginal ROI optimization. Use asset group reporting, search terms insights, and audience insights to understand your results.
- How can I make sure I’m getting high-quality leads from Performance Max? Improve conversion measurement with enhanced conversions for leads, use value-based bidding for higher-quality leads, activate first-party data with Customer Match, and optimize lead forms with validation measures to drive better results.
- What can I do to stop Performance Max from serving on my branded queries? Use account-level negative keywords to block them across all campaigns or campaign-level brand exclusions to exclude your own and competitors’ branded queries.
- Can I use assets created using generative AI outside of my Performance Max campaign and Google Ads? Yes! Performance Max generates unique images for you, and all AI-generated images are invisibly watermarked with SynthID and include metadata for transparency.
- Is Performance Max just remarketing to existing customers? Performance Max helps maximize sales and revenue, and to prioritize new customers, use the new customer acquisition goal with value-based bidding and brand exclusions to refine targeting.
- Is Performance Max brand-safe? Use brand suitability controls, including content suitability settings, placement exclusions (now covering Search Partner sites), and account-level negative keywords to align ads with your brand safety requirements.
- What’s the ideal campaign structure for Performance Max campaigns? Consolidate campaigns to give Google AI more data for better predictions, creating separate Performance Max campaigns only when goals, budgets, or ROAS/CPA targets differ, and use asset groups for segmentation instead.
Check out Google’s post for additional FAQs and details.
