🚀 Google Ads Showdown: Performance Max vs. Search Campaigns - Which Drives More Business? 📈

Summary

In this video, Toby Danylchuk from 39 Celsius Web Marketing Consulting compares Google Ads' Performance Max and search campaigns. He discusses their strengths, how they can complement each other, and advises on choosing the right campaign for business goals. Toby suggests running both for a full-funnel strategy, targeting new customers with search and both new and returning with Performance Max, to avoid cannibalization. He emphasizes testing and aligning campaigns with business objectives for online success.

Takeaways

• 🤔 Are you unsure whether to use Performance Max or Search campaigns in Google Ads? Toby Danylchuk from 39 Celsius Web Marketing Consulting can help.
• 🚀 Performance Max campaigns leverage automation across various Google platforms like search, maps, Gmail, YouTube, and more.
• 🔍 Search campaigns offer precision and control, showing ads based on specific searches and keywords.
• 💰 Performance Max might have a lower cost per conversion and can broaden your audience reach.
• 🎯 Search campaigns are ideal for direct lead generation with clear audience intent, like specific service queries.
• 📈 Consider running both Performance Max and Search campaigns together for a full-funnel marketing strategy.
• 🔄 Running both campaigns can optimize your budget and amplify your brand across Google's channels.
• 📊 Cannibalization between search ads and Performance Max shouldn't be an issue if you focus search on new customers only.
• 📝 Toby recommends testing these campaigns to see which performs best for your specific situation.
• 💌 Need help with digital marketing? Reach out to Toby and his team at [email protected] to discuss your project.

Q & A

What is the main dilemma addressed in the video script for digital marketers?

The main dilemma addressed is whether to launch a Performance Max campaign or a search campaign on Google Ads, or perhaps run both together, and determining which approach will best drive business success.

Who is Toby Danylchuk and what is his role in the video?

Toby Danylchuk is introduced as a digital marketing expert with over two decades of experience and the founder of 39 Celsius Web Marketing Consulting. He guides viewers through the comparison of Performance Max versus search campaigns in Google Ads.

What is a Performance Max campaign in Google Ads?

A Performance Max campaign is Google Ads' leap into automation, reaching across various platforms like search, maps, Gmail, YouTube, the Display Network, and the Discover Channel, optimizing ad placement with machine learning.

How are Performance Max campaigns structured differently from search campaigns?

Performance Max campaigns are made up of asset groups, including images, videos, search terms, and text for search ads, whereas search campaigns consist of text ads and keywords.

What are the typical performance differences between search ads and Performance Max campaigns?

Search ads often have a lower cost per conversion and higher conversion rate due to their precision and clear user intent. In contrast, Performance Max campaigns may have a broader audience reach but less clear intent.

What is the primary advantage of using Performance Max campaigns?

Performance Max campaigns excel in lowering overall spend costs and broadening audience reach by leveraging Google's vast network to show ads across multiple channels.

In what scenarios would search campaigns be the recommended choice for direct lead generation?

Search campaigns are recommended for direct lead generation when there is clear audience intent, such as specific queries like 'personal injury attorney' or 'French Bistro restaurant near me'.

What strategy does Toby recommend for businesses seeking a wider audience reach?

For a wider audience reach, Toby recommends using Performance Max campaigns, which extend beyond search to platforms like YouTube, Gmail, and the Display Network.

What is the suggested approach when running both Performance Max and search campaigns simultaneously?

When running both campaigns, Toby suggests using the search campaign to target new customers only and setting the Performance Max campaign to target both new and returning customers.

How does Google's use of algorithms and machine learning address concerns about cannibalization between search ads and Performance Max?

Google's advanced algorithms and machine learning optimize bidding and placement, which should mitigate the fear of cannibalization when running both search and Performance Max campaigns together.

What is the final recommendation for businesses trying to decide between search campaigns and Performance Max campaigns?

The final recommendation is to align the choice of campaign type with the business goals and to test both campaigns to see which performs best for the specific situation.

Outlines

00:00

🚀 Introduction to Google Ads Decision Making

The paragraph introduces the dilemma faced by business owners and digital marketers when choosing between a Performance Max campaign and a search campaign on Google Ads. It sets the stage for a detailed comparison between the two, aiming to help viewers make an informed decision based on their business goals. The speaker, Toby Danylchuk from 39 Celsius Web Marketing Consulting, offers his expertise and invites viewers to engage with the content by liking, subscribing, and reaching out for assistance. The paragraph also outlines the structure of the video, which will compare the strengths of each campaign type and how they can complement each other.

05:02

🔍 Comparing Performance Max and Search Campaigns

This paragraph delves into the specifics of Performance Max and search campaigns, highlighting their differences and how they can be utilized together for a comprehensive marketing strategy. Performance Max is described as an automated campaign that extends across various Google platforms, utilizing machine learning for optimization. In contrast, search campaigns offer precision and control, focusing on specific searches and keywords. The paragraph discusses the performance differences, noting that search campaigns may have lower cost per conversion and higher conversion rates due to their targeted nature. It also suggests running both campaigns simultaneously, with search campaigns targeting new customers and Performance Max targeting both new and returning customers, to optimize budget and amplify brand reach. The speaker reassures viewers that cannibalization should not be a concern with this strategy due to Google's advanced algorithms. The paragraph concludes with an encouragement to test different campaigns and align them with business goals, offering additional resources and contact information for further assistance.

Keywords

💡Google Ads

Google Ads is a platform developed by Google where advertisers can create and display ads on Google's search engine and its advertising network. It is a crucial tool for digital marketers to promote their businesses online. In the video, the speaker discusses the effectiveness of Google Ads campaigns, specifically Performance Max and search campaigns, to help business owners make informed decisions about their online advertising strategies.

💡Performance Max campaign

A Performance Max campaign is a type of Google Ads campaign that utilizes automation to extend its reach across various Google platforms like search, maps, Gmail, YouTube, the Display Network, and the Discover Channel. It is designed to optimize ad placements using machine learning. The video script highlights how Performance Max campaigns differ from search campaigns and their potential to broaden audience reach.

💡Search campaign

A search campaign in Google Ads is a more traditional and precise form of advertising where ads appear based on specific searches and keywords. It offers advertisers control and focus, targeting users with high intent. The script contrasts search campaigns with Performance Max campaigns, emphasizing their strengths in direct lead generation and targeting users with clear audience intent.

💡Asset groups

In the context of Google Ads, asset groups are a feature of Performance Max campaigns where advertisers can include images, videos, search terms, and text ads. This concept is integral to the video's discussion of how Performance Max campaigns are structured differently from search campaigns, which are composed of text ads and keywords.

💡Cost per conversion

Cost per conversion is a metric in digital marketing that measures the cost for an advertiser to achieve a conversion, such as a sale or a sign-up. The video mentions that search campaigns often have a lower cost per conversion, which is beneficial for advertisers seeking efficiency in their ad spend.

💡Conversion rate

Conversion rate refers to the percentage of users who complete a desired action after viewing an ad, such as making a purchase or filling out a form. The script points out that pure search campaigns tend to have a higher conversion rate due to the clear intent of users searching for specific keywords.

💡Upper funnel

The term 'upper funnel' in marketing refers to the early stages of the customer journey where the focus is on building brand awareness and engaging a broad audience. The video contrasts upper funnel channels, like YouTube and Gmail, with search campaigns where user intent is clearer, suggesting that Performance Max campaigns are better for upper funnel activities.

💡Lower overall spend costs

In the context of the video, 'lower overall spend costs' refers to the potential of Performance Max campaigns to reduce the total cost of advertising while reaching a wider audience. This is achieved by leveraging Google's vast network and machine learning to optimize ad placements, which is a key advantage discussed in the video.

💡Full funnel marketing strategy

A full funnel marketing strategy encompasses all stages of the customer journey, from awareness to conversion. The video suggests running both Performance Max and search campaigns to create a comprehensive strategy that targets users across various channels and with different intents.

💡Cannibalization

Cannibalization in advertising refers to the situation where one campaign or product takes market share from another within the same company. The video addresses concerns about cannibalization when running both search and Performance Max campaigns simultaneously and reassures viewers that Google's algorithms mitigate this risk.

💡Machine learning

Machine learning is a subset of artificial intelligence that enables systems to learn and improve from experience without being explicitly programmed. In the video, machine learning is highlighted as a key component of Performance Max campaigns, where it is used to optimize ad placements and bidding across various channels.

Highlights

Deciding between launching a Performance Max campaign or a search campaign can impact your online success.

Performance Max campaigns extend reach across various Google platforms with machine learning optimization.

Performance Max campaigns are composed of asset groups including images, videos, search terms, and texts.

Search campaigns offer precision and control with ads appearing based on specific searches and keywords.

Search campaigns typically have lower cost per conversion and higher conversion rates.

Performance Max campaigns are suitable for broader audience reach and lower overall spend costs.

Search campaigns are ideal for direct lead generation with clear audience intent.

Running both Performance Max and search campaigns can optimize your budget and amplify brand presence.

When running both, target new customers with search campaigns and both new and returning with Performance Max.

Google's advanced algorithms reduce the fear of cannibalization when running both campaign types.

Align your campaign choice with your business goals for the best results.

Testing different campaigns is encouraged to find the best fit for your specific situation.

The presenter, Toby Danylchuk, has over two decades of experience in digital marketing.

For more information, links to a full blog post and other resources are provided in the video description.

Contact Toby Danylchuk at [email protected] for digital marketing assistance.

The video provides a detailed comparison to help business owners and digital marketers make informed decisions.

Performance Max campaigns can show your ads across multiple channels like Gmail, YouTube, and the Display Network.

Transcripts

- Hello, business owners and digital marketers.

Are you standing at a crossroads within Google Ads

wondering, "should I launch a Performance Max campaign,

or is a search campaign the better choice for me?

Should I run both together?

And, if so, which one will truly drive my business forward?"

These questions are more common than you think,

and the answers can be the difference between

just getting by and achieving unprecedented success online.

You're not alone in seeking clarity in the complex world

of Google Ads.

In today's video, I will guide you

through the comparison of Performance Max

versus search campaigns.

We'll explore each option's strengths,

uncover how they can compliment each other,

and ultimately help you make an informed decision

that aligns with your business and your goals.

But, before we get further into the content,

let me briefly introduce myself.

I'm Toby Danylchuk with 39 Celsius Web Marketing Consulting.

I have been actively involved in digital marketing

for over two decades,

and I have been actively running my agency since 2008.

a friendly reminder, if you find this video helpful,

please give me a like on the video

and subscribe to my channel

for regular digital marketing strategies and tips.

And, because I do this for a living,

if you need help with your digital marketing,

reach out to me and my team now at [email protected],

and let's discuss your project.

Okay, back to the content.

First up is Performance Max,

Google Ads leap into automation.

Imagine a campaign that extends its reach across search,

maps, Gmail, YouTube, the Display Network,

and the Discover Channel, all while optimizing ad placement

with the magic of machine learning.

That's a Performance Max campaign.

And, unlike search campaigns,

P Max campaigns are made up of asset groups.

You build your campaigns with images, videos, if you have,

search terms and texts for search ads,

since P Max also runs in Google search.

Now, compare Performance Max with search campaigns,

the stalwart of Google Ad.

Here, precision and control meets opportunity

as your ads appear based on specific searches and keywords,

offering unparalleled control and focus.

But, compared to Performance Max,

you are not loading asset groups.

Your search campaign is made up text ads and keywords.

And, in terms of performance differences

between search ads and Performance Max,

you often will see that your cost per conversion

may be lower with search, which is a good thing,

and your conversion rate will be higher

with pure search campaigns.

But, that makes sense, right?

You have a search ad that only shows

when someone searches for a specific keyword,

so it's very focused, and the intent is very clear.

Versus a Performance Max campaign,

which shows your ads across multiple channels,

Gmail, YouTube, Display Network, and others.

Those channels are what we refer to

as more of an upper funnel.

In other words, the intent of what someone wants

on those upper funnel channels,

is not as clear as it is in search

where someone had to type in the keywords.

And, your results may vary based on your unique situation,

and you should always test these results.

But, what sets Performance Max and search campaigns apart?

Performance Max campaigns shine

in their ability to lower overall spend costs

while broaden broadening your audience reach,

leveraging Google's vast network

of showing ads across multiple channels.

In comparison, search campaigns excel in their focus,

targeting and converting users with high intent,

thanks to the keyword specificity in search.

So, which campaign should you use for direct lead generation

with clear audience intent.

Search campaigns are your go-to campaign,

for example, with queries, such as personal injury attorney,

French Bistro restaurant near me. That's very specific.

Or, how about Mother's Day brunch specials in Temecula?

That's very specific,

and you can craft an ad that speaks to that intent

with search ads.

But, if you're seeking a wider audience reach,

beyond just people that go to search,

Performance Max is your ally.

And, another strategy to consider,

is why not run both campaigns?

Performance Max with search campaigns at the same time.

Running both campaigns can optimize your budget

and amplify your brand, across Google's channels,

crafting a full funnel marketing strategy,

where you still target in Google search,

but you also reach people

across all of Google's other channels,

like YouTube, Gmail, the Display Network, and more.

If you run both together,

my recommendation is to use your search campaign

to target new customers only.

This is a setting in the campaign,

where you choose to target new customers or new

and returning customers,

and then set your Performance Max campaign

to target new and returning customers.

Now you have a full funnel strategy that reaches people

across the channels and specifically in search.

Now, a question that comes up about this strategy

is cannibalization between search ads and Performance Max,

"Is that a problem when you run both together?"

Since you're focusing search on new customers only,

and Performance Max on new and returning customers,

And because Google uses advanced algorithms

and machine learning to optimize bidding and placement,

the fear of cannibalization

between these two campaigns running together,

should not be an issue.

But, as always, testing is the best course

for your unique situation.

So, to wrap this up,

whether you lean towards the targeted precision

of search campaigns,

or the automated outreach of Performance Max,

the key lies in aligning your choice

with your business goals that you're trying to achieve.

And, I do encourage you to test these campaigns yourself

to see which performs best for your particular situation.

And, for more information,

I put links in the video description

to the full blog post on our website,

along with other helpful resource links for you.

So, hopefully this helps you manage your Google Ads

to even more success.

But, if you have more questions that I can answer

about Google ads, SEO, or Facebook ads,

leave a comment on the video or blog post,

or contact me directly now.

And, if you need help with your company's digital marketing

and want to grow lead sales and profit,

contact me now at [email protected],

and let's discuss your project.

Until next time, we'll see you on the web.