Google Search or Performance Max?

Summary

In this video, Aaron Young from Define Digital Academy guides viewers on choosing between Google Search and Performance Max campaigns for 2024. He advises starting with Google Search for new advertisers and those needing precise ad control. Discussing the pros and cons, he highlights the differences in targeting and ad types between the two. Young emphasizes the importance of having at least 30 monthly conversions before launching Performance Max for optimal results, showcasing the impact of conversion data on campaign success.

Takeaways

• 📈 **Start with Google Search**: If you're new to Google Ads, begin with Google Search campaigns before considering Performance Max.
• 🔍 **Keyword Targeting**: Google Search campaigns offer precise control over keywords, while Performance Max uses keywords more as suggestions.
• 💼 **Regulatory Considerations**: For industries with strict ad copy and keyword regulations, Google Search is recommended over Performance Max.
• 📊 **Conversion Data Importance**: Performance Max campaigns should only be initiated after accumulating sufficient conversion data, ideally 30 conversions per month.
• 🚀 **Performance Max for Scale**: Performance Max is designed to find more conversions and works best when there's a strong conversion history in the account.
• 📱 **Multiple Ad Formats**: Performance Max campaigns can include not only text ads but also shopping, image, and video ads across various networks.
• 🌐 **Wider Reach**: Unlike Search campaigns that are limited to the search network, Performance Max can display ads on search, display, maps, Gmail, and YouTube.
• 📉 **Slow Start for New Accounts**: Accounts starting with Performance Max without prior conversion data can experience slow conversion rates and higher costs.
• 💡 **Strategic Introduction**: Introducing Performance Max after establishing a solid conversion base in an account can lead to immediate and scalable results.
• 📚 **Resource for Success**: For a detailed strategy guide on setting up Google Ads campaigns, follow the link in the video description to access the guide.

Q & A

What are the three core questions to consider when deciding between Google Search and Performance Max campaigns?

The three core questions are: 1) What is your current situation with Google Ads? 2) What are the pros and cons of each campaign type? 3) How many conversions are you currently generating in Google Ads?

Why should beginners start with Google Search instead of Performance Max?

Beginners should start with Google Search because it offers more control over keywords, ad copy, and targeting, which is beneficial for those new to Google Ads. Performance Max should be considered after the first 3 to 6 months.

What is the main difference between a Google Search campaign and a Performance Max campaign?

Google Search campaigns focus on targeting specific keywords with high control over ad copy and targeting. Performance Max campaigns, on the other hand, target users across various networks (search, display, maps, Gmail, YouTube) based on demographics and audiences, with less control over keywords and ad copy.

Why is it important to have a significant amount of conversion data before starting a Performance Max campaign?

Having a significant amount of conversion data allows Performance Max to build an ideal customer persona and target similar audiences effectively. Without enough data, Google has to run extensive tests, which can be expensive and time-consuming.

What is the recommended minimum number of conversions per month before starting a Performance Max campaign?

It is recommended to have at least 30 conversions per month before starting a Performance Max campaign to ensure Google has enough data to effectively target similar audiences.

How does the lack of conversion data impact the effectiveness of a Performance Max campaign?

Without sufficient conversion data, Performance Max campaigns may struggle to find the right audience, leading to slower conversion rates and potentially higher costs before achieving a return on investment.

What are some industries where Performance Max might not be suitable due to regulations?

Industries with strict regulations on ad copy and keyword targeting, such as superannuation and retirement funds, might find Performance Max unsuitable because it requires more control over ad placement and messaging.

What is the main advantage of Google Search campaigns over Performance Max campaigns?

The main advantage of Google Search campaigns is the high level of control advertisers have over keywords, ad copy, and audience targeting, which is crucial for businesses that require precision in their advertising efforts.

How does Performance Max leverage user data to target ads?

Performance Max uses existing conversion data to understand user demographics and behaviors, then targets similar audiences across various Google networks to find more conversions.

What additional resources are offered by the speaker for those interested in learning more about Google Ads strategies?

The speaker offers a 'How to Win at Google Ads' strategy guide, which can be accessed by following the link in the video description.

What are some of the key differences in ad formats between Google Search and Performance Max campaigns?

Google Search campaigns primarily use text-based ads on the search network, while Performance Max campaigns can include text, shopping, image-based, and video ads across search, display, maps, Gmail, and YouTube.