The new year is off to a flying start, with a wave of seasonal events: the winter 2023 sales and Valentine's Day already in the pipeline. The 2023 marketing calendar is in full swing.
And here we are. 2023 has begun, marketing strategies are ramping up, and new campaign tests are being launched.
Thinking through the highest-performing campaigns for your business is front and center right now, especially since the launch of Google Ads' automated campaign type, Performance Max.
So why should advertisers choose an expert paid search agency specialized in Google Performance Max to manage this campaign type?
Let's break it down.
What Is Paid Search and What Does It Involve?
According to Définition Marketing, paid search (Search Engine Advertising) refers to advertising on search engines.
The French market concentrates 42% of its total digital advertising spend, and 90% of advertisers' ad spend goes to Google through its paid search platform, Google Ads.
Paid search allows businesses to buy visibility and build brand awareness on intent-based networks like Google and Bing.
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What Is a Performance Max Campaign?
Late 2021. Google launches a new campaign type: Performance Max. This performance-based campaign allows advertisers to leverage the entire Google ecosystem (YouTube, Display Network, Search, Discover, Gmail, Maps...) within a single campaign.
This new campaign type allows advertisers to:
- reach new audiences across the Google ecosystem and precisely target users based on their behavior on the website or app;
- improve performance in terms of conversion volume and value;
- simplify campaign management, since everything is centralized within a single campaign.
However, this cross-channel campaign, often described as a "black box," comes with a few drawbacks:
- It is difficult to know how delivery is distributed across each Google channel, leading to a lack of visibility;
- Appearing across all networks in the ecosystem complicates tracking the advertiser's brand image.
In this context, working with an expert paid search agency is a significant advantage, making it possible to approach this campaign in the best possible way and turn it into a profitable one.
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Google Ads Experts at Your Service to Maximize Your Performance
Given the various elements that make up a Performance Max campaign, you likely now understand the specific features of this campaign type and the unique factors to consider before launching.
A paid search agency can therefore support you on a range of topics related to this Google Performance Max campaign and help you determine its profitability potential for your business.
- Determine whether a Performance Max campaign is the right fit for your business
Every advertiser's goal is to maximize results while staying within budget. Before launching any Performance Max campaign, a thorough analysis of existing Google Ads campaign data and creative assets is a must, requiring an expert and detail-oriented eye.
- Set clear, achievable goals with an appropriate budget
A Performance Max campaign is not something you launch blindly. Defining objectives, budget, and other parameters upfront are essential steps. This campaign type is particularly well-suited to the "maximize conversions" objective.
Similarly, while Google recommends a minimum budget of $30/day, it is advisable to have a more substantial budget available in order to maximize campaign performance.
- Monitor performance on a daily basis
Despite the campaign's automation, active performance management is essential. Adjusting strategy, budget, refining bids, audiences, and more is ongoing daily work.
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What Sets datashake Apart
datashake, a Google Premier Partner certified agency, maintains a privileged relationship with the ad platform, giving us daily access to the latest updates and new features, as well as personalized insights for our advertisers' accounts.
In addition, datashake gives you access to:
- a dedicated paid search consultant team, continuously trained and expert in managing your campaigns,
- a creative studio to support you with creating tailored creatives adapted to your content,
- personalized insights, including through a script integrated directly into the campaign to extract more data from this "black box" campaign type.
Want guidance on your digital marketing strategy? Feel free to reach out!
