It is now possible to harness Google’s extraordinary algorithm to promote your own business, and we’re going to show you how!
Sometimes it’s creepy…you walk into a store and up pops a coupon on your phone. Or you linger for a little longer than usual on a YouTube ad for socks, and suddenly every website you visit is barraging you with fuzzy footwear. How does this happen, and more importantly, will it work for you?
Google is Always Watching
Much like Santa Claus — who sees you when you’re sleeping and knows when you’re awake — Google continuously tracks your purchases, preferences, habits, locations, and browsing history. And not just across Google platforms; as of April 2022, over 28 million sites — including 87% of the top 75,000 — have Google Analytics installed.
Google Analytics is a free website metrics platform. After embedding a unique tracking code, Google collects information on the people who visit that particular website and what they do while there. The reporting lets site owners see the number of visitors, the types of devices they use, and the pages they visit.
Now, couple this data with the personal information we all provide to Google; where we live, our age, gender, marital status, education, annual income, etc., and you see how Google develops your profile and uses it to customize the content you’re served.
The Power of Performance Max
Using a combination of machine learning, automation, and human-provided information and assets, PM drives leads, sales, page views, and location visits—in real-time—across the network of Google properties:
- Discover Feed
Once you’ve provided Google with everything it needs to know about your business, PM’s automation puts the right ad in front of the right person on the right platform—at the time they’re most likely to convert—using the most optimal bid.
And unlike the other types of ad campaigns, PM pairs your knowledge of your audience with Google’s understanding of consumer intent to find customer segments you didn’t even know existed!
Don’t Set It and Forget It
For all the automation Performance Max provides, it’s the human touch that drives conversions.
While true that Google combs its platforms looking for your potential customers, what you give it to work with is key. To launch a PM campaign, you must first provide:
- Marketing objectives and goals
- Creative assets
- Google My Business
- Google Merchant Center
- Dynamic Ads feed
- Business data feeds
- Audience signals
- First-party Audiences
- Google Audiences
However, as the campaign runs, Google provides insights designed to help you optimize your ads for maximum performance. It’s important to monitor your assets and improve them as indicated consistently.
When left to learn on its own, Google uses information from businesses it thinks are like yours, often leading to a loss of campaign focus and wasted ad dollars.
PRO TIP: If you cannot optimize your assets to an “excellent” rating, consider running a keyword-based search campaign along with PM to meet your conversion goals.
The Businesses of Performance Max
PM campaigns were originally tested on apps, retailers, and e-commerce companies looking for direct-to-consumer sales.
According to a Google case study, the results were phenomenal. After running a six-week Performance Max campaign, a company called MoneyMe saw a 22% increase in conversions, more than $800K in revenue from newly funded loans, and a 20% reduction in overall CPA across the account.
Since then, PM has also proved successful for B2B companies looking for leads.
PRO TIP: Send people to a single landing page with a lead form if your company targets other businesses. Decision makers won’t spend time searching your site for information, so make the process hassle-free.
The Proof is in the Performance
We at Top Fox Marketing discovered Performance Max campaigns while they were still beta testing at the end of 2021. Curious, we educated ourselves and then proposed its use to our client, Boulder Frameworks.
- 500k impressions and nearly 7,500 clicks in just 2 months
- A marked increase in-store visits, calls, and sales
From the client:
As a Google Partner, we currently have ten clients running successful Performance Max campaigns with impressive increases in:
- Click-through rates
- View-through conversions
- In-store visits
- Online sales
Ready to Launch?
If you’re ready to put Google’s algorithms to work promoting your business, we’re here to help! Contact us to get started.