However, this increased performance is often at the expense of campaign control.
The challenge
Performance Max (PMax) campaigns are a powerful tool to drive search performance using Google’s advanced AI. Whilst incredibly effective, the campaigns often operate as a ‘black box,’ with Google’s AI managing key elements, meaning that brands lose visibility over:
- Product Prioritization: minimal control over which products are being advertised
- Search Term Coverage: no control over which search terms ads are showing on
- Incrementality: potential cannibalizing on high-value SEO terms
This lack of transparency is a problem.
The solution
Marketers need the best of both worlds – leveraging the power of AI while maintaining strategic control over their campaigns. This is Outperform PMax.
Currently in beta, Outperform PMax is a solution that solves PMax control challenges from multiple angles – integrating additional data via three key approaches:
- Enhanced PMax
- GenAI Feed Enhancements
- Seamless Search
Enhanced PMax
Enhanced PMax boosts product control in PMax with advanced data integrations and machine learning clusters.
What this does:
1: Feed Google AI More Data – the more data Google has, the more powerful it can be
2: Enhanced ML Product Clustering – identifies similar performing products
3: Multi Tier Campaign Activation – maximizes performance of PMax campaigns within targets
4: Ongoing Optimization -continuously optimizes product clusters and campaign allocations to drive optimum performance and meet business goals
Why it’s important:
Enhanced PMax delivers increased ROI, Volumes, Product Coverage and Control.
GenAI Feed Enhancements
GenAI Feed Enhancements leverage AI to add high value search queries to product feeds to own the SERP.
What this does:
1: Matches Search Terms to Products
2: Identifies Missing Words
3: Uses AI to Generate Improved Product Title
4: Approves & Activates Data
5: Tests & Optimizes
Why it’s important:
GenAI Feed Enhancements enables marketers to own the search space for key terms, drive more clicks on high converting terms, and test multiple versions of the feed to drive maximum growth.
Seamless Search
Seamless Search leverages machine learning across paid and organic search to incentivise PMax towards incrementality.
What this does:
1: Apply Negative Keywords – managing negative keyword applications of high value SEO keywords to PMax campaigns
2: Manage Terms Separately – Manage high value SEO terms on a ML bidding model, factoring in organic performance
3: Drive Incrementality – ensure any paid activity on high value SEO terms is driving incremental value over and above the organic listing
Why it’s important:
Seamless Search enables marketers to have complete confidence in PMax campaigns’ incremental value, protect high volume organic terms from cannibalization, and save additional budget to fund new customer acquisition in the longtail with PMax.
The impact
With Outperform PMax, brands will achieve:
Enhanced Control: Take command of product selection and search term coverage, ensuring alignment with your strategic goals.
Optimized Revenue: Drive significant growth through showing more products in the places your customers are searching
Improved ROI: Achieve better returns on your investment through improved targeting and more strategic control
Incremental Growth: Ensure campaigns are incentivized to drive incremental growth over and above organic listings.
Achieve more with Outperform PMax
Representing a new approach to PMax campaigns, Outperform PMax combines the power of Google’s AI with intelligent, data-driven controls. Empowering you to think outside the box, and deliver innovative solutions that help overcome complex challenges.
Fully launching in March, fill in the form below, and join our waiting list to find out how Outperform PMax can help take your PMax campaigns to the next level.
