Pushing advertising to the (P)MAX: How to best leverage Google Performance Max

Greg Shickle

Advice for brands on using Google’s new PMAX advertising solution.

Today’s marketers face a dilemma. Unpredictable customer behaviours across a plethora of channels and devices are making it difficult to truly connect with and understand how to reach their customers effectively. 

Enter Google’s Performance Max (PMAX) – a streamlined solution designed to consolidate ads across every Google channel, all in a single campaign. This fully automated campaign type requires advertisers to provide a goal (e.g. a cost per sale target), a bank of creative, audiences and insights. Google will then use machine learning to find the optimal combinations of creative, frequency, placement and position to deliver the highest number of...

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