{"id":39253,"date":"2024-02-22T08:28:57","date_gmt":"2024-02-22T08:28:57","guid":{"rendered":"https:\/\/thedotsociety.be\/?p=39253"},"modified":"2024-02-22T08:39:54","modified_gmt":"2024-02-22T08:39:54","slug":"performance-max-how-is-it-doing-after-its-first-2-years","status":"publish","type":"post","link":"https:\/\/thedotsociety.be\/en\/performance-max-how-is-it-doing-after-its-first-2-years\/","title":{"rendered":"Performance Max: how is it doing after its first 2 years"},"content":{"rendered":"<div id='av_section_1'  class='avia-section av-jtwvlqm2-3a7d2b78bb86f25086aef43f937e556d main_color avia-section-small avia-no-border-styling  avia-builder-el-0  avia-builder-el-no-sibling  avia-bg-style-scroll  av-minimum-height av-minimum-height-100  container_wrap fullsize'   data-av_minimum_height_pc='100'><div class='container av-section-cont-open' ><main  role=\"main\" itemprop=\"mainContentOfPage\"  class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-39253'><div class='entry-content-wrapper clearfix'>\n<div class='flex_column_table av-av_one_fourth-c52f5124e023bf331f94ab1e3fde6aa8 sc-av_one_fourth av-equal-height-column-flextable'>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_fourth-c52f5124e023bf331f94ab1e3fde6aa8\">\n.flex_column.av-av_one_fourth-c52f5124e023bf331f94ab1e3fde6aa8{\nborder-radius:0px 0px 0px 0px;\n-webkit-border-radius:0px 0px 0px 0px;\n-moz-border-radius:0px 0px 0px 0px;\n}\n<\/style>\n<div class='flex_column av-av_one_fourth-c52f5124e023bf331f94ab1e3fde6aa8 av_one_fourth  avia-builder-el-1  el_before_av_one_half  avia-builder-el-first  beneden first flex_column_table_cell av-equal-height-column av-align-bottom av-zero-column-padding '   ><\/div><div class='av-flex-placeholder'><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-3d2t061-4492d517ecf1866d3d172f15dfacb683\">\n.flex_column.av-3d2t061-4492d517ecf1866d3d172f15dfacb683{\nborder-radius:0px 0px 0px 0px;\n-webkit-border-radius:0px 0px 0px 0px;\n-moz-border-radius:0px 0px 0px 0px;\n}\n<\/style>\n<div class='flex_column av-3d2t061-4492d517ecf1866d3d172f15dfacb683 av_one_half  avia-builder-el-2  el_after_av_one_fourth  el_before_av_hr  flex_column_table_cell av-equal-height-column av-align-bottom av-zero-column-padding '   ><p><section  class='av_textblock_section av-l6dkoo6l-b5c24f00f517483f52b3524f98814bde '  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock '  itemprop=\"text\" ><p><span style=\"font-weight: 400;\">Once upon a time, an online marketing agency started experimenting with a new Google campaign type: the Performance Max! Let&#8217;s guide you back to the beginning of 2022: that&#8217;s when we began rolling out the first Performance Max campaigns within Google for our clients. Now, you may be wondering, what exactly does this entail? Simply put: it&#8217;s a single campaign designed to maximise your objectives by integrating all existing Google Ads campaign types, such as Shopping ads, Search ads, YouTube ads, Display ads, Discovery ads, and ads within Gmail &#038; Maps.<\/span><\/p>\n<p><a href=\"https:\/\/thedotsociety.be\/en\/performance-max-our-first-results-insights\/\"><span style=\"font-weight: 400;\">As previously described,<\/span><\/a><span style=\"font-weight: 400;\"> the initial results were indeed very promising. However, how does this campaign type fare today? What changes have occurred in the meantime, and what results are we seeing now? Well, I&#8217;m happy to share with you.<\/span><\/p>\n<h4><b>Which novelties occurred in the meantime?<\/b><\/h4>\n<h5><b>a) Refine by search themes<\/b><\/h5>\n<p><span style=\"font-weight: 400;\">Let\u2019s start with the most recent one: the introduction of search themes by the start of 2024. Through this way, Google gives the ability to input additional context &#038; signals to target customers on. Think of closely related search queries fitting with your product or a specific context closely related to your target audience. Why is Google doubling down on this approach? Well, we can now pinpoint their target audience even more effectively with their asset group. In other words, start using this feature to assess its impact as soon as possible.<\/span><\/p>\n<h5><b>b) Is the blackbox still there?<\/b><\/h5>\n<p><span style=\"font-weight: 400;\">One of the most frequently mentioned downsides of the Performance Max, was the limited information given on targeting, ad variants and just all over in-depth insights. Prayers were heard at Google, as more insights are available today. These include audience insights, top-performing assets, auction insights and results based on asset group. However, this does not imply that we are already there. Let us say that it\u2019s still a bit of blind faith in machine learning, but that a watchful agency eye is definitely needed here. <\/span><\/p>\n<h5><b>c) Exclude your own brand name<\/b><\/h5>\n<p><span style=\"font-weight: 400;\">Shortly after the launch, Google came up with the possibility to actively exclude your own brand name from your Performance Max campaign. This offers the ability to ensure that sessions gathered via this campaign type are solely non branded. However, we\u2019ve experienced that chances are high that it blocks your campaign performance. Test &#038; monitor is the golden rule!<\/span><\/p>\n<h4><b>What are the results?<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">Let\u2019s start to make an honest comparison based on the same KPI\u2019s as we did <\/span><a href=\"https:\/\/thedotsociety.be\/en\/performance-max-our-first-results-insights\/\"><span style=\"font-weight: 400;\">back in the days<\/span><\/a><span style=\"font-weight: 400;\">. <\/span><span style=\"font-weight: 400;\">Allow us to jog your memory. What were those indicators again?<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Click through rate (CTR) : how easily \/ quickly people click through on our ads compared to all other non-branded campaigns (*Search, Shopping, Display, Video)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Conversion rate (CVR): how easily \/ quickly will people perform a conversion compared to all other non-branded campaigns<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Return on ad spend: how many euros do I get back after investing \u20ac1.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">First results showed a significant increase in ROAS, CTR &#038; CVR changes were rather limited. <\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">After 2 years of testing and optimising, we can today proudly say that both conversion rate &#038; ROAS are positively evolving. Apart from the traditional (and essential) branded search campaign, the Performance Max emerges as the top-performing campaign across most of our accounts. P.S.: Bear in mind that the search queries of a Performance Max campaign are a mix of both branded &#038; generic ones. Considering the impressive improvements we&#8217;ve seen from Google&#8217;s end in the past two years, we&#8217;re enthusiastic about further leveraging this campaign type. Additionally, we&#8217;re eagerly anticipating the fresh demand generation outcomes. Curious about the latter? Stay tuned because there&#8217;s more to come soon&#8230;<\/span><\/p>\n<\/div><\/section><br \/>\n<div  class='hr av-uvr6iv-6da1a53ea5b4ac225445380fb98b4d88 hr-default  avia-builder-el-4  el_after_av_textblock  el_before_av_social_share  '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<div  class='av-social-sharing-box av-ju1btkev-f59141a98e85e75b5a92920338aea74f av-social-sharing-box-minimal  avia-builder-el-5  el_after_av_hr  avia-builder-el-last  av-social-sharing-box-fullwidth '><div class=\"av-share-box\"><h5 class='av-share-link-description av-no-toc '>Share this article<\/h5><ul class=\"av-share-box-list noLightbox\"><li class='av-share-link av-social-link-facebook' ><a target=\"_blank\" aria-label=\"Share on Facebook\" href=\"https:\/\/www.facebook.com\/sharer.php?u=https:\/\/thedotsociety.be\/en\/performance-max-how-is-it-doing-after-its-first-2-years\/&amp;t=Performance%20Max%3A%20how%20is%20it%20doing%20after%20its%20first%202%20years\" aria-hidden=\"false\" data-av_icon=\"\ue8f3\" data-av_iconfont=\"entypo-fontello\" title=\"\" data-avia-related-tooltip=\"Share on Facebook\" rel=\"noopener\"><span class='avia_hidden_link_text'>Share on Facebook<\/span><\/a><\/li><li class='av-share-link av-social-link-twitter' ><a target=\"_blank\" aria-label=\"Share on Twitter\" href=\"https:\/\/twitter.com\/share?text=Performance%20Max%3A%20how%20is%20it%20doing%20after%20its%20first%202%20years&amp;url=https:\/\/thedotsociety.be\/en\/?p=39253\" aria-hidden=\"false\" data-av_icon=\"\ue8f1\" data-av_iconfont=\"entypo-fontello\" title=\"\" data-avia-related-tooltip=\"Share on Twitter\" rel=\"noopener\"><span class='avia_hidden_link_text'>Share on Twitter<\/span><\/a><\/li><li class='av-share-link av-social-link-pinterest' ><a target=\"_blank\" aria-label=\"Share on Pinterest\" href=\"https:\/\/pinterest.com\/pin\/create\/button\/?url=https%3A%2F%2Fthedotsociety.be%2Fen%2Fperformance-max-how-is-it-doing-after-its-first-2-years%2F&amp;description=Performance%20Max%3A%20how%20is%20it%20doing%20after%20its%20first%202%20years&amp;media=https%3A%2F%2Fthedotsociety.be%2Fwp-content%2Fuploads%2F2024%2F02%2F10-1-705x385.png\" aria-hidden=\"false\" data-av_icon=\"\ue8f8\" data-av_iconfont=\"entypo-fontello\" title=\"\" data-avia-related-tooltip=\"Share on Pinterest\" rel=\"noopener\"><span class='avia_hidden_link_text'>Share on Pinterest<\/span><\/a><\/li><li class='av-share-link av-social-link-linkedin' ><a target=\"_blank\" aria-label=\"Share on LinkedIn\" href=\"https:\/\/linkedin.com\/shareArticle?mini=true&amp;title=Performance%20Max%3A%20how%20is%20it%20doing%20after%20its%20first%202%20years&amp;url=https:\/\/thedotsociety.be\/en\/performance-max-how-is-it-doing-after-its-first-2-years\/\" aria-hidden=\"false\" data-av_icon=\"\ue8fc\" data-av_iconfont=\"entypo-fontello\" title=\"\" data-avia-related-tooltip=\"Share on LinkedIn\" rel=\"noopener\"><span class='avia_hidden_link_text'>Share on LinkedIn<\/span><\/a><\/li><li class='av-share-link av-social-link-mail' ><a  aria-label=\"Share by Mail\" href='mailto:?subject=Performance%20Max%3A%20how%20is%20it%20doing%20after%20its%20first%202%20years&#038;body=https:\/\/thedotsociety.be\/en\/performance-max-how-is-it-doing-after-its-first-2-years\/' aria-hidden='false' data-av_icon='\ue805' data-av_iconfont='entypo-fontello' title='' data-avia-related-tooltip='Share by Mail'><span class='avia_hidden_link_text'>Share by Mail<\/span><\/a><\/li><\/ul><\/div><\/div><\/p><\/div><\/div><!--close column table wrapper. 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