What is Performance Max?
Performance Max is Google’s goal-based campaign type that allows performance advertisers to access all Google channels (or platforms) within a single campaign. You can reach converting customers across channels (or platforms): YouTube, Display, Search, Discover, Gmail, and Maps.
How does it work with Search Campaigns?
- Performance Max compliments existing Search campaigns and respects your keyword targeting.
- If the user’s query is identical to to an eligible Search keyword of any match type in your account, the Search campaign will be prioritized over Performance Max.
Adthena: Points of Differentiation
Gain better control
Performance Max has lack of control where the automation controls almost everything. Adthena leverages AI to map out your entire competitive landscape. Only Adthena gives you complete clarity into your ad campaigns.
Spot opportunities to shift budgets or targets
Adthena can help you better understand context around targets. Manage them strategically to increase market share or increase ROAS. You are able to recognize aggressive bidders who aren’t competitors and therefore not worth pursuing.
Capture detailed search query
You cannot see inside the Smart bidding box so blindfolded to detailed search term data. You are able to get visibility with Adthena search terms and estimated volumes in Performance Max campaign.
Monitor auto-generated ad creative
Auction Insights only leverages bid adjustments to improve results, while Adthena gives you recommendations on each level of your search strategy: i.e. ad copy improvements, day-parting, lone rangers, paid vs. organic etc.
Points of Parity
- Both boost paid search and provide insights into creatives that are impacting performance.
- Both help advertisers reduce time.