Google Performance Max Lead Generation

Being the largest search engine in the world has its perks–rewarding businesses with a wide reach across platforms. 

And because Google is vast, running several campaigns simultaneously across its platforms could be time-consuming and resource-heavy. 

The search giant consolidates this process with Performance Max, complementing keyword-based campaigns with a more audience-centric strategy. 

In this article, we delve into how Performance Max works and how it benefits automotive lead generation. 

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Performance Max is a goal-based Google campaign type. It lets you run a single campaign across all your Google Ads inventory, including YouTube, Gmail, Search, Display, Maps and the Discover feed. 

A Performance Max campaign leverages Google's automation tools to complement keyword-based campaigns. 

It's designed to help you find more converting customers, drive value, and acquire valuable insights to optimise your performance.  

‍All you have to do is upload a selection of different assets and then let Google's tools do the rest. Your creative assets will be rotated and optimised to find the best combination, helping you extract better value from your Google Ads budget.

How does Google Performance Max work?

Google's Performance Max campaigns combine the platform's automation technology across all ad elements—bidding, budget optimisation, audience, creatives, attribution and more. 

It also automates ad targeting and delivery based on your asset groups.

At its core, Performance Max has 4 key elements:

1. Ziele

Essentially, in Performance Max, your campaign goals lay the groundwork for your campaign. Google uses ad objectives and conversion goals to push your ad to the right audience at the right time. 

You can also choose which goals to optimise for each campaign. For instance, a specific campaign may focus on awareness, while others need to generate leads.

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2. Vermögenswerte

All your Performance Max campaigns are accompanied by assets such as creatives (images, videos), headlines, descriptions, logos and audience signals. You can submit them to Google in the 'Asset Groups' section.

The best part is that you don't need to create ads with individual creatives. Google mixes and matches the assets automatically into top-performing combinations. 

These combinations are selected based on the platforms on which your ad appears. Each asset is, therefore, customised for the intended audience. 

You can find more information on assets and the requirements here.

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3. URL-Erweiterung

URL expansion is a feature available within the asset group section. With this feature, you don't need to choose the landing page destination. Google decides which page is most relevant to a user's journey. 

If you don't want to rely entirely on automation, select the 'exclude URLs' option to avoid sending users to links you don't want them to land. 

For instance, your website's 'Products' section may be a relevant landing page, but not the 'Blogs' section. You can choose to exclude this. 

You can also direct traffic solely to the URLs you've provided.

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4. Publikum

Audience signals determine who should see your ads, depending on the assets you provide. 

Google uses audience signals as a starting point to reach the best audiences instead of narrowing it down to specific targeting (like in its former ad campaigns).

Diese Funktion verbessert die Chancen, dass Ihre Anzeige von Zielgruppen mit einer höheren Kaufabsicht oder Konversionsmöglichkeit gesehen wird.

The signals work better if you add your data–customer lists, analytics data and remarketing data—custom segments and suggestions to guide Google Ads targeting.

‍‍Testing by Google demonstrated a 22% increase in conversions and a 20% reduction in overall cost per conversion by switching to Google Performance Max.

Aber das ist noch nicht alles. Hier sind 8 weitere Vorteile, die diese Kampagne bietet.

1. With Performance Max, you don't have to create individual campaigns for different platforms in the Google network.

Instead, your campaign expands to include YouTube, Gmail, Maps, Applications, Analytics, Display Network and Android.

2. Performance Max lets you serve audiences across channels, thus helping you unlock new segments.
3. You get to customise audience goals as per your preferences and customer data.
4. You can strengthen targeting by leveraging audience signals with Google Search and web behaviour data. 
5. Performance Max campaigns also provide rich insights, helping you optimise for higher ROI. 

You can also reach out to customers having a higher chance of conversion. Google AI and insights help improve your lead quality, too. 

6. You can understand which ads (including creatives, audience segments and platforms) work best for you within a single campaign. 
7. You can use these insights to adapt your broader digital marketing and lead generation strategy for better ROI.
8. A lead generation campaign through Performance Max makes submitting entries with lead forms easier, resulting in lower CPL.

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Hyundai's Performance Max ads for the Palisade use multiple display ads in different sizes. These ads could typically appear on Google's Display Network. 

Quelle: Google Ads-Bibliothek

While Hyundai primarily uses images, GMC leverages video in multiple variations to promote the Hummer EV. 

Quelle: Google Ads-Bibliothek

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