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Ad automation to the max

A few months ago, Google introduced the ambitiously titled “Performance Max” advertising campaign strategy, which is about as broad and automated as the company has ever offered. It is “designed to complement your keyword-based Search campaigns to help you find more converting customers across all of Google’s channels like YouTube, Display, Search, Discover, Gmail, and Maps. (It) helps you drive performance based on your specified conversion goals, delivering more conversions and value by optimizing performance in real-time and across channels using Smart Bidding.”

In essence, advertisers give Google a campaign goal, some text, image or video, and access to feeds like Google My Business or Merchant Center, and it gets on with things. It couldn’t be much easier, but it certainly requires trust in the machine.

Should existing Google Ads users simply switch over to this? That’d be daft. Is it worth testing alongside your existing keyword-based campaigns? Possibly, although we’d only really recommend it if your campaigns aren’t being managed well, or if you were desperate to try other Google channels with the minimum of effort. There’s a more in-depth review here.