Google Search vs. Performance Max Campaigns
Search Campaigns
What are they
Google Ads search campaigns are what you would run when you want your ads to show up in front of users who are using Google to search for services or products that you provide. Because they are only shown for Google searches, they are typically reliable in making sure your ads show up in front of the right people. Of course, it always helps to know how you can narrow down your audiences, but for the most part if you are targeting the right people and locations, the leads that you receive from a search campaign can be pretty solid.
How do they work?
Search campaigns are essentially made up of 2 key factors:
Structure:
The basis of a search campaign are keywords. They are the building blocks of when and how your ads are showing up in Google searches. In order for your ad to appear for the services you offer, you have to make sure that your keywords are concise, relative, and well-searched. You can also choose to arrange the keywords based on your preference, having one ad group for multiple keywords or multiple ad groups that only focus on serving for one keyword.
Control:
A search campaign allows you to have control over many different aspects that pull the campaigns together. This can be through demographic targeting, keyword optimization, and market insights. Through these tools, you can enable the parameters of your campaign to be as broad or narrow as your marketing needs.
How are they shown to users?
In order for any of the ads you are running through a search campaign to appear in front of a user, a couple of things need to be in place:
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For example, your campaign will not pull in anyone that were looking for your service on Instagram or Facebook, because they are not connected to Google.
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Are they residing in the location targeting you have planned? Do they make enough money to qualify for the household income you have predetermined?
These points (and more) are all things Google considers before placing your ad in front of a user. If you are looking to get as many eyes on your campaign as possible, then leaving demographics open could help meet that goal.
However, if you are looking for a very specific type of clientele to click on your ads, then your campaign will have a smaller pool to grab from.
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This doesn’t necessarily mean that you have to go all out with an automatic $10 cost per click to jumpstart your campaign. Rather, you should be looking at how your keywords and ads are compared to others on the market.
What data can you pull from them?
The data that you pull from a search campaign can be extensive and thorough. Because search campaigns allow you to have so much control over who you are showing ads to, the data that comes through can be heavily relied upon for any optimizations that need to occur within the campaign. While it is not foolproof science, it does allow you to see information of how users are interacting with your ads, ultimately leading to overall improvements to the campaign.
Why are they successful?
Search campaigns are primarily successful because of their ability to showcase your ads in front of the right people at the right time. They have the ability to get specific about the who, when, and where of how your ads are placed, while you have the control over what those specifications are in the first place. These kinds of campaigns thrive when you have a clear indication of what audiences you are trying to reach, how you can interact with those audiences, and where they are finding other services similar to yours.
Performance Max campaigns
What are they?
Performance Max (PMAX) campaigns are a relatively new concept to the Google Ads world. They are an automated, data-driven campaign that allows you to utilize different audience signals and segments in order for your ads to cast a wide net in the market. PMAX campaigns can be looked at as a simpler way of reaching out to specific audiences without having to worry about keeping track of or customizing your cost per click.
How do they work?
Here is the framework they use:
PMAX campaigns are made up of asset groups.
These groups are mainly used in the same manner you would use a responsive ad. They require headlines and descriptions to make up the majority of the asset group, while the rest of the information comes from other assets like sitelinks, structured snippets, calls, etc. This essentially means that you are putting all of the assets into one group that is pushed out to users.
How are they shown to users?
There are a couple of different ways that PMAX campaign ads can show up in front of users:
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These are primarily used to get your ads in front of specific audiences. This can range anywhere from certain household income demographics to users who frequently visit particular websites. Through audience signals, you are telling Google that your ads should be appearing in front of the people who fall into these categories.
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In order to fall in line with users who are primarily using Google search to find services, search themes are a way to get your PMAX ads in front of people who are actively searching for those services. While they don’t work the same as keyword searches, they do allow you an opportunity to still get in front of those users.
What data can you pull from them?
The data that you can pull from a PMAX campaign heavily relies on some key factors:
1. How long has your campaign been running? PMAX campaigns work off of data attribution, meaning the more data that has been collected (aka the longer you have been running), then the more accurate data that it can provide you. Things like search terms your ads are showing up for become clearer and more concrete, allowing you to take the appropriate next steps.
2. How broad is your audience targeting? Since PMAX campaigns are formulated to run off of Google’s AI, they highly recommend keeping as many demographics and audience signals as open as possible to ensure that their algorithms can maximize the number of users that your ads show up for. In cases where you want to get more specific about who you are targeting, then the data that is provided to you may not be as specific nor will it follow
Why are they successful?
Performance Max campaigns can be successful when you allow yourself to lean into Google machine-learning. Overall, they are great if you want a presence on the Google Ads platform without investing too much time or resources into keeping the campaign up and running. PMAX’s are designed to allow you to take the back seat, giving Google the ability to market and place your ads as needed.
Which should you choose?
Varies from person to person but typically:
While both styles of campaigns can provide extensive results, picking between the two really comes down to who you are and what marketing goals you are trying to achieve.
Search campaigns are best for those with bigger budgets in competitive markets because they can help you get more solid leads.
Because of the level of control that comes with a search campaign, it may be more beneficial to rely on this if you know exactly who you are trying to reach. With the right budget and campaign plan, you could begin to see leads coming in that feel like perfect matches for your services. It works well with someone who wants to be at the forefront of optimizing their campaign based on the data that comes in.
PMAX campaigns are best for those who have smaller budgets but want brand visibility or to maintain a surface level of marketing across a variety of platforms
PMAX campaigns on the other hand hold more surface level data in terms of leads specifically because of the wide net that it casts into the market. This type of campaign would thrive under someone who is looking to get brand recognition and market presence but wants to be more hands off with a smaller start budget.
No matter which campaign is chosen, you can always assume that Google will take the information that you have provided and apply it to the users who end up seeing your ads. While one campaign allows you to hold the reins, the other gives you the opportunity to let go of control and see what kind of users are attracted to your ads. The choice between the two should take into consideration the short and long marketing goals that you have, how involved you are (or want to be) in those marketing efforts, and the resources that you can expend to capitalize your efforts.
