At the start of 2022, Google launched a brand new campaign type: the Performance Max. In a nutshell: one campaign that focuses on maximizing your goals by combining all existing Google Ads campaign types, namely Shopping ads, Search ads, Youtube ads, Display ads, Discovery ads and ads in Gmail & Maps.

A big thing, which is fully supported by Google’s smart algorithms which provide the best combinations between all these possibilities.

For us, as digital marketers, this was an exciting change as on the one hand it can deliver the best results, but on the other hand it reduces our manual control and also insights. And it is the latter that makes us less happy, as we at The Dot Society are always looking for the best results in targeting, visuals & copy and want to be fully informed about them. Hence we immediately set to work, so that today we can share our first results with you. 

Strategy

For several of our clients we started setting up asset groups containing text, images, products and videos. We also launched multiple of these asset groups to test them against each other, but also to add different target groups. This created insights on best practices in targeting.

Results so far

By implementing the above strategy, there are three indicators that we can look at in order to assess the results.

Click through rate (CTR) : how easily / quickly people click through on our ads compared to all other non-branded campaigns (*Search, Shopping, Display, Video)

Conversion rate (CVR): how easily / quickly will people perform a conversion compared to all other non-branded campaigns

Return on ad spend: how many euros do I get back after investing €1.

In terms of CTR & CVR, we do not see significant progress today, 

but the main KPI (ROA) is making tremendous progress.

We see an average increase of +154%, which indicates that investing your €1 in a Performance max campaign generates €1.5 more compared to other campaigns.

If you ask us, not a bad start at all & we are very curious to see what else Performance max can offer us.