Google’s Performance Max (PMAX) solution hints at a more automated, machine learning-driven future for digital advertising, according to a new WARC Exclusive.

What’s PMAX?

• Launched in 2020, Performance Max (PMAX) is a streamlined solution designed to consolidate ads across all Google products and platforms.
• PMAX combines automation technology with access to all Google property auction data to optimise machine learning.
• A news agency client used PMAX to deliver a 20% improvement in registrations at a 31% reduction in cost per acquisition (CPA) compared to pay-per-click (PPC) approaches.

Why it matters

Automation will become increasingly vital to digital marketing....