There are many prime examples in today’s digital landscape of generative AI and LLM modules that are being used for digital marketing purposes. Most LLM modules are not yet up to scratch and require more development to reach a point of efficient application and function for marketing agencies. However, there are some automated tools that are useful and effective.
What is a Performance Max Campaign?
Google’s newly implemented Performance Max (PMAX) campaigns are defined as goal-based automated campaigns that grant advertisers access to their entire Google Ads inventory via a single ad campaign. A PMAX campaign also allows your business to advertise on every Google Ads platform and not just target specific platforms or ad groups.
The purpose of a PMAX campaign is to generate leads more efficiently by casting a wide net that spans across various platforms. These platforms include Google Search, Google Display, Gmail, Google Maps, and YouTube to name a few examples. This campaign type uses Smart Bidding – an automated bidding system that optimises your budget and spend accordingly.
What Does a PMAX Campaign Need?
When setting up and managing a PMAX campaign, you need to upload various assets that can be used on various advertising platforms. These assets include images, text ads, video clips, and banner ads that can be used by Google’s machine learning engine to produce corresponding ad content for various ad platforms.
Such a campaign still requires management and optimisation. We can also deliver monthly reports on your PMAX campaigns to keep you up to date on the performance and crucial metrics of your PMAX campaign.
Should My Business Consider Running a PMAX Campaign?
The current state of digital marketing gives your business a wide array of options when you want to try out online marketing. Ranging from SEO solutions to social media marketing, you can target specific online platforms with corresponding ads and set specific goals for your marketing campaigns. If you want to generate leads for your website, a PMAX campaign is your solution.
Its machine learning element identifies and exploits the most effective platforms and ads for your business. If you have an already established Google Ads account, it will only count in your favour when you kick off a PMAX campaign, as the machine learning can correlate with the history and performance of your previous ad campaigns. This establishes a baseline from which your PMAX campaign can build on.
The Benefits of Running a PMAX Campaign
When your business runs a PMAX campaign, you can reap several benefits from such a campaign. After giving the machine learning a little bit of time, your PMAX campaign can accurately predict the most effective combination of ad type and audience to use and target. This can lead to a noticeable increase in lead generation and reaching your campaign goals. Your PMAX campaign will also optimise the spends on your ads – saving you money and identifying areas where you should not spend money on ads.
Laetus Life Consulting can assist your business with Google PMAX campaign setup and management. We can also assist with other elements of online marketing for your business. Please contact us today if you need more info and are interested in running a PMAX campaign.