Google Search or Performance Max?
Summary
TLDRIn 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.
Outlines
🔍 Choosing Between Google Search and Performance Max
The video discusses the decision between using Google Search or Performance Max campaigns in 2024. It suggests considering three core questions: your current situation, the pros and cons of each campaign type, and the number of conversions you're generating. The video is particularly aimed at non-e-commerce businesses but also beneficial for e-commerce brands that use search. The presenter recommends starting with Google Search for new advertisers and introduces a strategy guide for further assistance. They emphasize that Google Search allows for precise targeting with keywords, while Performance Max targets a broader audience, including those not actively searching for your product, which could be both a pro and a con.
📊 Pros and Cons of Search vs Performance Max Campaigns
This section delves into the pros and cons of Google Search and Performance Max campaigns. Google Search campaigns offer high control over keywords and ad copy, making them suitable for businesses needing precise targeting. In contrast, Performance Max campaigns have broader reach, including display networks and YouTube, but with less control over targeting. The video also highlights that Performance Max is not ideal for industries with strict ad regulations. It stresses the importance of having at least 30 conversions per month before starting a Performance Max campaign to ensure Google has enough data to effectively target similar audiences.
📈 The Importance of Conversion Data for Performance Max
The final part of the script emphasizes the necessity of having substantial conversion data before launching a Performance Max campaign. The presenter shares an example of two different accounts: one that started with Performance Max without conversion data and another where Performance Max was introduced after establishing a strong conversion base. The latter approach yielded immediate and cost-effective results, illustrating the importance of conversion data in optimizing Performance Max campaigns. The video concludes with a reminder to access the Google Ads strategy guide for planning the best approach for one's business.
Mindmap
Keywords
💡Google Search
💡Performance Max
💡Conversions
💡Ad Copy
💡Auction
💡Demographics
💡E-commerce
💡Coaching Appointments
💡Regulations
💡Conversion Data
Highlights
Decide between Google search and Performance Max based on three core questions: current situation, pros and cons of each campaign type, and current conversion rates.
For new Google ads users or first-time campaigns, start with Google search campaigns.
Performance Max campaigns should be considered after the first 4 to 6 months of running Google ads.
Google search campaigns offer more control over keywords, ad copy, and landing pages.
Performance Max campaigns operate differently, targeting users based on demographics and audiences, not just keywords.
Performance Max can display ads on various networks, including search, display, maps, Gmail, and YouTube.
Businesses with strict regulations on ad copy and keyword targeting should stick with Google search campaigns.
A minimum of 30 conversions per month is recommended before starting a Performance Max campaign.
Performance Max campaigns require sufficient conversion data to effectively target similar audiences.
Examples of two accounts are provided to illustrate the difference between starting with Performance Max versus introducing it after establishing conversion data.
A strong conversion history in Google ads account is crucial for the success of Performance Max campaigns.
Aaron Young from Define Digital Academy offers a guide on how to win at Google ads strategy.
The guide helps evaluate the best campaign type and account structure for a business.
For e-commerce businesses, a similar video will be released to discuss Shopping vs. Performance Max in 2024.
The video provides a high-level strategy for reviewing Google ads accounts and deciding on campaign types.
Aaron Young emphasizes the importance of setting up campaigns correctly for success, with separate videos for search and Performance Max setup.
Transcripts
in this video I'm going to be letting
you know whether you should be using
Google search or performance Max in 2024
and the learning is going to start right
now now to answer this you need to look
at Three core questions and the first
one is what is your current situation
the second one is is that we need to
look at the pros and cons of each type
of campaign and then finally we need to
look at how many conversions you're
currently generating in Google ads now
while this video will be suitable for
anyone who is running a Google ads
campaign it is going to be more suitable
for people who are not focusing on
e-commerce but if you are an e-commerce
business don't stress because in a
couple of weeks I'm going to be
releasing a similar Style video breaking
down whether you should be using
shopping or performance Max in 2024 but
having said that you will still find
this video very very valuable especially
if you're an Ecom brand that does use
some search now the process I'm going to
take you through is this is a high level
strategy that we take through when I
review any accounts through different
coaching appointments or if we're taking
on the management of an account this is
the process that we go through and if
you want to be able to do this exact
process in your own business or for some
of your client businesses I want you to
follow that link in the description
below because you can then get my how to
win a Google ads strategy guide and this
is a booklet which I've put together
which really allows you to really
evaluate what type of campaigns and what
account structure is going to be the
best for your business business and as I
said if you want to get free access to
that guide just follow that link in the
description below now let's answer the
first of those questions and that is
your current situation and this is very
much in regards to Google ads and what I
mean by that is that are you just
starting at Google ads and if this is
your first campaign that you're running
for this business or your client's
business I would definitely start with
Google search and I would not even think
about using performance Max and the
absolute earliest that I would bring
performance Max in would be after the
first 3 months but real ically it's
after about the first 4 to 6 months so
if you're new to Google ads this is a
really really simple answer and the
answer is is that you need to start with
Google Search now to expand out on that
further we need to look at the different
pros and cons of each type of campaign
now the reason for why this is so
important is because as you would
probably be aware that a Google search
campaign is very very different to a
performance Max campaign with a Google
search campaign that is very much what
if you say Google ads to someone this is
what they imagined it's the original
type of Google ads campaign it very much
functions how people think Google ADS
works in that the business targets
individual keywords with those keywords
they then write their ad copy and then
they select the landing page which they
want the user to go to so it's all about
targeting keywords and then getting your
ads to be clicked on so that you can
sell your products or Services now there
has been some different changes and
updates and keyword match types have
changed and new types of AD copies have
been brought in over the close to 20
years that Google ads has been around
but that process Still Remains the Same
for a search campaign in that at its
core The Advertiser selects the keywords
writes the ad copy and then their ads go
into an auction to send people through
to that landing page but a performance
Max campaign is very very different and
the reason for why it's different is
that by you giving keywords they're not
really what Google targets yes Google
takes it as a suggestion but the way
that performance Max has been designed
is that for selecting where to trigger
your ad it doesn't only happen on the
search Network it can also happen in the
Display Network and because Google is
also targeting users not by keywords but
also by demographics and audiences your
ads could be shown to people who have
never even searched for your product or
have even heard of your brand now that's
not necessarily a bad thing but it's
just something to keep in mind so what I
want to do right now to explain this out
further let's jump into a quick screen
share so we can go through and finer
details some of the pros and cons of
these different types of campaigns so
what we're going to be looking at
between search and performance Max
campaigns is we're going to be looking
at the keyword and audience targeting
how much control you have over the ad
copy and the different types of
conversion endpoints that you could be
using so for a search campaign as we
said you've got a really high level of
control over the keywords and also the
audience targeting if you really want to
get technical you can actually block
certain audiences you can also add
negative keywords and you've got a high
level of control over the ad copy
whereas for a performance Max campaign
as I said before you have have a real
level low control now you can add in
what performance Max CA signals but it's
really really important to note that
they're just really suggestions they're
not the keyword targeting that you can
use in a Google search you also can't
add in direct negative keywords yes you
can exclude different URLs you can add
in brand exclusions you can also contact
Google to get some manual keywords but
it's not the same as what you can do on
a search campaign and the same with the
ad cop you don't have the same level of
control now you could argue that the
conversion end points are the same on
both types of campaigns although
performance Max you do also have your
local campaigns so your St visits and
map directions once again you can do
that in search but that is going to be
much easier to do inside of performance
Max and it's also important to note
about the different types of ads where
your ads will show and what I want to
show from here is obviously for search
it's only text based ads which is
searching on the search Network and for
performance Max it's not just text Bas
ads there's also shopping ads if you
have them image based ads so they appear
on the dis play Network Google Maps and
video ads so it even appears on YouTube
so unlike with a search campaign where
your ads only appear on the search
Network for performance Max they display
on search display maps Gmail and YouTube
so as you can see the search campaigns
and performance Max campaigns are very
very different now the other thing that
I would add there if that you are in a
business or an industry that has some
strong regulations around the type of AD
copy that you can show and the type of
keywords that your ads can appear for
that's also going to be another red flag
for performance Max let me give you a
perfect example for a client that we are
working for here in Australia for some
different superannuation and retirement
funds performance Max is just not an
option because of the regulations around
ad copies and also keyword targeting the
company really need to stay with search
so that they could guarantee that they
weren't going to get any regulation fins
so it is really really important to know
that when you're deciding whether to use
search or performance Max that you are
cover in both of those areas now that
brings us down to the last question or
consideration that you need to use in
order to make the decision as to whether
you're going to be using search or
performance Max so as a wrap-up so far
if you're new to Google ads and this is
your first campaign start with search
not performance Max and if you have any
regulation concerns and you have to have
greater control over your ad copy and
your ad placement you also need to stay
with search and not performance Max and
this then brings us to the third
consideration in that I would not be
starting a performance Max campaign
until we have enough conversion data in
your account and the reason for why
that's so important is remember when we
were talking about just before about how
performance Max Works got to remember
that performance Max is designed to find
more conversions remember that
performance Max could Target your ads to
someone who is not even searching for
your product or service and may have no
awareness of your brand the way that
performance Max does that is it looks at
the the current conversions and it looks
at their audiences and their
demographics so it builds out an ideal
customer Persona and then from there it
targets similar audiences with the
problem being is that if you don't have
enough conversion data in your account
Google has to run that testing by itself
and it can actually get quite expensive
and timec consuming so as a rule I would
not be starting a performance Max
campaign until you're seeing at least 30
conversions every month which is why I
say generally for performance Max you're
not starting it until 5 or 6 months down
the track now why 30 conversions in 30
days and that comes from internal data
that we've been running and we've just
seen that if we started performance Max
where it's been getting 30 conversions
every month we find that's a much better
environment to launch performance Max
what I'm going to show you right now is
I'm going to show you an example of two
different accounts one of them started
with performance Max and only new
performance Max so no conversion data
while the other one we introduced
performance Max after we had a really
strong basis of conversion actions let's
jump into the screen share so I can show
you the Stark difference between these
two campaigns what I'm showing you here
first this is the campaign that we
started with performance Max so it had
no other account data in there there was
no other campaigns that have been
running so this was the very first
campaign we ran in this account and you
can see through here that the
conversions got off really slow we
started advertising in February we got
two conversions in March 23 in April and
then we started to get up a good level
of conversions but you can see here it
took quite a bit of money to get those
results There Was You Know 3 and 1/2
spent 2 and 1/2 spent and then another 3
and A2 spent it was just short of
$10,000 before we really started to
break even with this account it also
took 4 months to get that data versus
with another account that we introduced
performance Max and you can see that
when we introduced performance Max and
this is in a weekly review so you can
see right from the very first week we
were getting conversions straight away
so we started spending money and we got
conversions and then the results also
did continue and we were able to scale
it you can see it was very very much
immediate in the results and if we break
this down to a daily view you can see
that once again right from the very
first day we started to see those
conversions come on in but what I want
to show you through here is I've just
now moved it over to all of the
campaigns and you can see we didn't
start performance Max till here but we
had a high level of conversions coming
into that account and that's why
performance Max works so well in that
account so the last thing you need to do
before you start performance Max
campaign is make sure that you've got a
high level of conversion data in your
Google ads account so that you can see
those best results thank you for joining
me it's been an absolute pleasure having
you here and remember if you want to get
access to my how to win a Google ads
planner so that you can plan the best
strategy for your business make sure you
follow that link in the description
below my name is Aaron Young and I'm
from Define Digital Academy now whether
you're going to be using search or
performance Max for Success you need to
make sure that those campaigns are set
up the right way so if you want to make
sure that you're using the correct setup
and structure for your search campaigns
go through and watch this video right
here or if you want to make sure that
you're using the correct setup and
structure for your performance Max
campaigns go through and watch this
video right here thanks again see you
next time
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