Introducing:

Performance Max
Campaigns
A new campaign type to maximize performance on Google Ads
Table of Contents

● Introducing: Performance Max campaigns overview

● Performance Max key features review

● Case Studies

● Next Steps & Getting Started

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The world is changing incredibly quickly.

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The world
Consumers areis changing incredibly quickly.
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For some purchases,

buyers have

500+
digital touchpoints
before a purchase.

Source: Think with Google: How intent is redefining the marketing funnel
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In this new digital economy and shift to automation,

you can harness the best of automation while driving
the most optimal performance in Google with
Performance Max Campaigns.
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Introducing: Performance Max

A new campaign type in Google Ads that helps maximize your performance across Google Ads
inventory using machine learning, saving you time and driving towards your goals

Find more converting customers:

Access the full breadth of Google Ads inventory from a single campaign to
engage customers throughout the purchase journey - and use Google’s real-time
understanding of consumers to show up in the right moments.

Drive more value from your budget:

Your budget is optimized across channels in order to optimize for the highest value
opportunities with the best of Google Ads machine learning and attribution
technology, customized to your business’s marketing objectives.

Get rich and transparent insights*:

Understand how automation is working and how you can improve your campaign.
See which audiences, creatives and other drivers (incl. consumer insights & trends)
are impacting performance.

Steer automation with inputs from Audience Signals and Value Rules
to accelerate the campaign ramp-up period and deliver better results faster.

*Announced at GML, coming soon

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Performance Max creates value by driving additional conversions

and value given your goals
When you test Performance Max alongside existing campaigns:
● Similar to adding new channel specific campaigns (e.g., a new Search, Display
or Video campaign campaign), Performance Max may serve in place of existing
campaigns when it has a higher ad rank. As such, you may see spend move
from some existing campaigns to Performance Max while still aiming to
maximize efficiency given your goals.

● Performance Max will use automation to efficiently acquire customers

you’re currently missing across valuable inventory on the Google Ads
network. If you’re testing and see great results, you can move budgets over
from other campaigns to Performance Max. However, we recommend
continuing to invest in separate keyword Search campaigns in order to get the
complementary benefits of the two.

Tip: Do not replace Search keyword campaigns with Performance Max campaigns as you may risk losing reach and
performance, given Performance Max does not utilize keywords. Run Search and Performance Max alongside each other for
best results.
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Introducing: a goals-based campaign experience

Choose a marketing objective to

automatically surface all the conversion goals
relevant to that objective.
Performance Max campaigns use
a new campaign experience that This goals-first approach to campaign setup
puts your business goals front ensures you’re including the full range of
and center and allows our goals that ladder up to your higher-order
marketing objective so you can get the most
automation to target your
value possible out of your campaign.
business goals above all else. This
is crucial in order to maximize More info on benefits of focusing on goals on
performance from Google Ads! this slide.
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maximum performance across all Google properties

Single goal-based Path-to-purchase aware Always serve on the best

campaign that focuses on so the right ad can be inventory across Google
achieving the performance served at the right time properties to reach Channel-Based
objectives that matter to according to your customers where they are Campaigns
you with automation and marketing objective efficiently and at scale
machine learning ● Attribution gaps: Separate campaigns are not
aware of customer’s full path-to-purchase
● May not always find the customer: Customers
move between Google properties now more than
ever, and having siloed campaigns means you may
miss a key moment to influence their intent
● Complex: Set up and manage multiple campaigns
split by Google properties

* Youtube and Display DDA coming in Q3 2021

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Performance Max is the newest way to drive more online sales, more leads,
and/or more Store Visits for your business.

Online Sales Lead Generation Offline Sales

Online Purchase Request Quote Store Visit

Performance Max In-App Purchase Signup Store sales
targeting is based off
Customer Acquisition Lead Form Calls
the conversion goals
Loyalty Sign Up Phone call leads Local Actions
that you select in
Subscription Imported lead (direction and calls)
campaign set up, so
your marketing Store sales Book appointment

objectives are always Add to cart Get directions

prioritized above all Begin checkout Outbound click

else. Contact

Tip: To get the best out of automation, use the same goals for all your performance campaigns including Performance
Max. We suggest you set a consistent account level goal, but you can also select a combination of the standard goals
shown on this slide, or group specific conversion actions into ‘custom goals’ if that is important to you. * Coming soon!
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Set conversion values to represent the importance of your goals

to your business

e
or
m
lu e s
Performance Max allows you to optimize to one or more

n om
Lead is confirmed

e
io c
goals from a single campaign. You can assign different in final service +

rs be
va
purchase between

ve ad
values to your conversions, so you can ensure that

on le
advertiser and

l c as
consumer

na es
automation optimizes towards the goals that will drive the

a fi as
o re
highest ROI.

r t nc
se i
Once the lead is deemed

lo lue
/c a
‘qualified’, another high

d nv
value touch point occurs -

fie io
ali ers
such as a call,
You can define conversion values in a few different ways -

qu onv
consultation, etc.

C
1. At the time of conversion (via a static value at the conversion action Initial lead is
level or passing conversion value dynamically through a tag) processed by
2. By importing offline conversions (you can measure what happens in the advertiser

the offline world after your ad results in a click or call to your business)
3. Using Conversion Value Rules, which allows you to value conversions Initial contact happens
differently depending on specific business insights (audience, device, from conversion at the
‘front line’ of interaction
geo) in real-time using Smart Bidding

Tip: Use a Maximize Conversion Value bid strategy to get the most conversion value for your budget or
Target ROAS (if you set one). Using conversion value is an important strategy to steer automation and drive
higher performance in line with your business objectives.
Introducing Audience Signals: A new innovative and more
efficient way to reach your most valuable audiences

As advertisers build Performance Max campaigns, Audience Signals allow them to influence automation by
directly indicating the audiences that are most relevant to their business and that have the highest
likelihood of conversion.
Audience Signals is built to help advertisers speed up the campaign learning period while also steering
automation with the best of Google's automated targeting technology.

The power of Google Your own Audiences Signals*

automated targeting Exclusive to Performance Max

*we might expand beyond audiences that are selected if we predict that will help you reach your campaign's marketing objectives
Unlock time to focus on strategic performance drivers

Performance Max has been designed One of the most impactful ways to continually
drive improved performance gains is
with some of the best automated
optimizing creative. The possibilities are
technology Google Ads has to offer.
endless as the more creative assets that you
Also, it runs across all channels so you
provide our machine learning, the more
don’t have to manage so many improvement you will see in your performance.
campaigns.

A goal of Performance Max is

unlocking time for our users to
focus more on strategic
performance drivers, like
creative optimization,
campaign planning and insights
Performance Max provides rich and transparent insights

Today, Performance Max reports can help you:

● Understand how automation is working
and how you can improve your campaign
by seeing which audiences, creatives and
other drivers are impacting performance.

● Find new consumer insights that you can

apply to your broader business strategy,
such as rising search trends and new
converting audiences. We’re also adding support for Performance Max campaigns on the
Insights page.* With this update, you’ll be able to see things like
which audiences are converting, top-performing creatives, auction
insights, and trending search categories. You can also preview how
your best ads are showing up on each channel

*Announced at GML, coming soon Q3’21

CASE STUDY | APAC | LEAD GEN

The challenge
Premier Partner Sparro MoneyMe's key business objective is to profitably grow loan
originations in a sustainable way, bringing their growing pipeline of
The results
After running the Performance Max Campaign for 6 weeks,

helps MoneyMe embrace innovative products to new customers and maximising the total
value of funded loans for new and repeat customers.Through
MoneyMe saw a 22% increase in conversions, >$800K additional
funded loans and a 20% reduction in overall CPA across the

Automation with
account.
Google Ads, they seek to rapidly grow and acquire new customers
(online applications that result in a funded loan) at their target cost Sparro analyzed the performance of the campaigns after an initial 4

Performance Max per acquisition. week test, and MoneyMe is now running Performance Max
alongside their other marketing channels with an always-on
strategy.
The approach
MoneyMe leveraged Performance Max to reach high-intent
We loved the Performance Max
consumers across a variety of channels, driving conversion volume “
within their target CPA. They developed multiple creative assets, concept & how it delivered creative
MoneyMe provides consumers fast and easy personal loans and a including a video specifically for this campaign to showcase the key
digital credit card with competitive rates. value propositions of MoneyMe, to build trust amongst tech-savvy
and messaging across a variety of
Australia • moneyme.com.au Australian consumers. Their Performance Max campaign focused Google spaces that were perfect for
on driving new funded loans for their hero product - Personal Loans.
MoneyMe started with a Maximize Conversion bid strategy to define
conversion!”
an initial CPA and then moved to a Target CPA strategy to scale their —Richard Bray, Head of Marketing at MoneyMe
campaigns profitably. They also used offline conversion tracking to
measure and optimize for online application completions that lead

+22% -20% >$800K

to a fully funded loan.

Partnering with Sparro

Increase in Lower CPA In new funded
MoneyMe worked with their Premier Partner, Sparro, a team of conversions on across the loans
performance experts and the largest independent agency in top of existing Account
Australia. Sparro set the campaigns up for success and helped campaigns
MoneyMe understand how the automation within Performance Max
could help them reach prospects and drive conversions.

© 2021 Google LLC. All rights reserved. Google and the Google logo are trademarks of Google LLC. All other company and
product names may be trademarks of the respective companies with which they are associated.
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The world is changing incredibly quickly.

Performance Max can help you automate to deliver
the best of Google reach and performance at scale.
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Next steps

1. 2. 3.
Let your Google Rep Your Google Rep will In the meantime, you can
know if you’d like to help confirm when you’re start reviewing the next
test the newest submitted for allowlisting slides on Getting Started,
campaign type from and confirmed to start including the required
Google Ads testing creative assets
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Getting started
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What is required to test?

✓ Google Ads Conversion Tracking
○ (Recommended) Enable Enhanced Conversions
for more accurate conversion measurement
✓ Recommend campaign timeframe: At least 4 weeks
✓ Text
○ 3 x 30 character headline
○ 2 x 90 character descriptions
○ 1 x 90 character headline
✓ Image
○ 1 x 600x316 landscape
○ 1 x 300x300 square
○ 1 x 314x314 square (for campaigns with Store
Visits goal)
○ 1 x 128x128 logo
○ Recommended: 1200 × 628
○ Max file size: 5,120KB
✓ Video (Recommended, but optional)
○ > 10 seconds in length
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How Performance Max works

You provide: Campaign Goals
✓ Marketing objective/campaign goal using the new
conversion goals framework
✓ Assets - text, image, video
✓ Feeds
Creative
○ Google My Business (optional) Location
Assets
○ Google Merchant Center (will be available in Q2)
○ Dynamic Ads feed (optional)
○ Business data feeds (optional)
✓ Signals
○ First-party Audiences, incl. Remarketing lists (optional)
○ Google Audiences, incl. custom audiences (optional)
✓ Geo-targets
Targeting Signals
✓ Budget Merchant Center Feed
& Brand Safety

From here, ads will automatically serve across Search, Maps,

Display, Gmail , Discover feed, YouTube, and Shopping ad
inventory coming in ~Q3 2021
How will ads look?

...and more!
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Use Pre/Post framework to test & evaluate Performance Max

Pre
Include: Campaigns optimizing toward the same goal as Performance Max
Example
Today: May 5
Exclude: Existing campaigns not optimizing for the same goal, such as Example:
"Branding" campaigns like Youtube Instream and CPM Display Feb 1 - Feb 28

Conversion
Performance Max leverages all Pre-period
lag time
Google Ads properties

Post
Metrics to look at
Example: Example: Example: Example:
● Change in Overall Conversions
Mar 15 Mar 15~31 Apr 1 - Apr 28 Apr 29 - May 4
● Change in Conversion Value at
a similar CPA / ROAS*
Implement Learning Conversion
Post period
Looking at the breakdown of Perf Max period lag time
performance by goal might also be
helpful.

*Note: Please account for any difference in CPA / ROAS when comparing performance between the pre and post
periods (in case targets are different).
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Thank you
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APPENDIX
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More info on Goals-based buying, a new & easier way to

express your conversion goals across campaign types
What’s new Why it’s important How it’s different

Allows Google to quickly surface the full range of In Sept 2020, we expanded the number of defined
relevant conversion actions for your marketing conversion categories to make it easier to understand
objective. You can assign a value to each conversion conversion funnel metrics based on your MOs.
action and choose which conversion actions are
primary to the goal for campaign optimization. In Q1 2021, we will automatically migrate and organize
conversion actions under these new categories. These
✔ New & intuitive
Automatically includes more meaningful columns in will become goals that can be semantically searched
semantic
your reporting without needing to create custom during Performance Max campaign setup to define
categorization of columns. what should be included in optimization. This will roll
conversion actions out to all campaign types in Q3.
Check to make sure your conversion actions are
correctly categorized under the right goal. In the
future, this may unlock new bidding improvements and
optimization opportunities.

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What’s new Why it’s important How it’s different

Make sure your campaign is capturing all the Better integration into the campaign workflow.
✔ Select and edit relevant conversion actions to help you achieve your Previously, you had to use conversion action sets
conversion goals directly marketing objective and campaign goal(s). (selective optimization) or account-level Conversion
in the campaign settings to assign which conversions to include in
construction flow optimization.

What’s new Why it’s important How it’s different

In Performance Max campaigns, we will soon roll Today, new customer acquisition is only available in
out new customer acquisition as a conversion goal beta for Smart Shopping campaigns for retailers.
✔ New optimization across marketing objectives and channels.
capabilities

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Performance Max has a unique and intentional

Feature Evolution compared to existing channel
campaign
EXISTING CHANNEL capabilities
CAMPAIGNS PERFORMANCE MAX VISION & PRODUCT FOCUS

Controls bids granularly and often Campaign Defines goals with targets & bidding is fully automated for optimal settings without manual
Bidding
manually, or utilizing Smart Bidding Goals management

Direct construction of the ad as it will Creatives will render automatically to suit the audience based on assets provided, this is key
Creatives Assets
render to users focus of advertiser optimizations

Input Audiences Signals to tell Google which segments of users that are more likely to convert
Hard limits on the reach of a campaign, Signals & Value and speed up your campaign's learning period (Brand Safety controls maintained)
Targeting
by inventory, keyword, audience, etc. Rules Conversion Value Rules allows you to value your audiences so automation knows where to
focus

Individual Budgets Budgets siloed by channel Pooled budgets Pooled across inventory and option to be shared across goals for better overall performance

Curated goal-centric insights & machine learning explanations; category insights. Ways for
Reporting Granular metric reporting Insights
reporting to expose ‘back-end’ and build trust in automation.

Siloed X-Channel
Channel attribution in silos Multi-channel attribution improves serving resulting in stronger performance
Measurement Attribution
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MO specific narratives
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Lead Generation Narrative

Lead generation businesses face unique challenges...

Quality vs. Complex Optimization

Quantity Customer Journey
Finding the quality leads is Users must take several Optimizing to find quality
more important but also steps to find the company leads requires robust
more challenging than they are looking for & measurement solutions
finding cheap leads provide information to
ensure proper follow-up

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...and also face unique consumer journeys
Consumers expect business interactions to be seamless, fast, and convenient for them

Seamless Fast Convenient

Minimal work to reach No delays in Limited navigation required
out to connect mobile load time

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88%
of consumers favor brands that provide
helpful information along every stage of their
journey, from research to purchase. But only
47% of brands customize and serve
information across the customer journey.

i
i

Source: Google / Ipsos Connect, Consumer Discovery Study, U.S.,

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December 2018, n of 2,001 US consumers age 18-54 who go online
at least once a month
What matters most for lead generation advertisers?

70%
of lead gen marketers cite
improving the quality of leads as
their most important objective.

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Customer data is key to drive lead quality and growth

+20% +30%
incremental revenue cost efficiency

when integrating strategies with customer data

across the whole lead journey.

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PMax + Lead Gen MO: A single campaign to maximize Leads across all of
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Google!

Performance Max, a new Google Ads

campaign type currently in beta, helps drive
the highest quality leads for your business
across all Google channels, leveraging
best-in-class lead generation ad formats.
Performance Max BETA is complementary to primary Lead Gen campaigns
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● Customers should continue running their primary lead generation campaigns (Search, GDA Discovery, and YouTube form ads
and call extensions) and prioritize maximizing opportunities on these formats (including adopting automation best practice).

● For customers who are ready to expand their reach beyond their primary lead generation campaigns, Performance Max (in
BETA) is a way to do so efficiently. They should run Performance Max in parallel to their primary lead generation campaigns, to:

Search campaigns and Performance Max will maximize your performance:

● By driving more performance through automation: Explore the full potential of Google
Ads machine learning and attribution technology with Search and PMax

● By driving more performance through unlocking cross-channel inventory while

meeting your CPA and ROAS goals: Cross-account bid strategies and broad match drive
better performance by optimizing for the conversion across a large slice of traffic

● By investing in your brand with Search keywords and expand your reach with PMax:
Use Search keywords to position your brand and use the automation and machine
learning from PMax to increase your coverage

Tip: Do not replace Search keyword campaigns with Performance Max campaigns as you may risk
losing reach and performance. Run Search and Performance Max complementary for best results.
Drive higher quality leads with offline conversion import (OCI)
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Import lower funnel conversions and gain deeper understanding of

offline actions

Measure offline Import these events Gain a deeper and more granular Distinguish between clicks and Leverage this intelligence to
conversion events up to directly into Google Ads. understanding of how each queries that lead to high vs. low unlock better bid optimization.
90 days after the click. online click drives offline actions quality leads.
through better reporting.
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Introducing:
Performance Max
A new way to buy Google Ads that maximizes your
performance across all Google inventory using
machine learning

● Goals-based for maximizing your marketing goals: Express your

marketing objectives as the primary target for Performance Max
and let our machine learning find your customers across all
Google properties

● Optimal machine learning for even stronger performance: The

best of Google Ads machine learning and attribution technology
to find your customer at the right time with the right ad

● Local campaigns part of Performance Max: To drive return on

your location Performance Max utilises the existing Local
campaigns infrastructure in a new Google Ads UI experience.
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Toyota Italy wanted

to destock at the
end of year

“ The new Local Campaigns represent the best way to

achieve our main goal: to transform online
investment into showroom traffic, guaranteeing
maximum efficiency and talking to our customers at
all stages of the customer journey. ”
—Davide Fraccalvieri, Marketing Manager

52% 27X 14,000

YoY Store ROAS Store Visits
Visits* in 30 days

*On top of their other omnichannel campaigns

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Implementation
Step by Step
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Creative Requirements
● Text
○ 3 headlines (30 char)
○ 2 descriptions (at least 1 60 char, others 90 char)
○ 1 CTA (dropdown of options)
○ Business Name (25 char)
○ 1 long headline (90 char - not yet used, may be in YT
home feed)
● Images
○ 1 logo (1:1)
○ 1 landscape (1.91:1)
○ 1 square (1:1) - 314x314
● Video
○ 1 video (YT URL) - UI requirement
● (optional) Product information feed for the display format
○ Business data feed
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Best Practices
 Setup Best Practices Proprietary + Confidential

● Performance Max is machine learning powered. Give the machine as much data as you can that meets your
business needs!
● Recommended: promote a minimum of 10 locations per account.
● If you would like to control your budgets per location, set one campaign per location (although more is
Campaign recommended whenever possible), while meeting the recommendations at the account level.
Set up ● Run for at least 30 days.
● Minimum account level investment: See below for per market guidance. Please note the minimum spend adjustment is
possible due to markets ad pricing differences and should be followed to help the campaign serving and performance.
○ US, SE, CH, DK, FR, ES, DE, IT, NL, BE, AT, CA, PL, TW and NO: $1,000 per day ($30,000 for 30 days)
○ GB, NZ, SG, BR, AU, and JP: $700 per day ($21,000 for 30 days)
○ MX, TR, and IN: $450 per day ($13,500 for 30 days)

● Refresh your creative! Creative is your most powerful tool to drive performance, and allows you to customize the
campaign to promote new products, menu items or sales.
Creative ● For weekend sales, start the campaign 2-3 weeks in advance, then refresh your creative frequently to move from
more generic store creative to sales-focused creative. This allows you to do time-based promotions without
compromising performance.

● Focus on offline relevant metrics, especially foot traffic (SVs)

Reporting ● Visits will be reported by individual store location, provide per store performance insights to your customer
● If available, compare to other offline media with similar offline objectives (print, radio, flyers, TV, etc)