{"id":14182,"date":"2021-12-02T15:19:18","date_gmt":"2021-12-02T14:19:18","guid":{"rendered":"https:\/\/inboundcph.dk\/performance-max\/"},"modified":"2024-04-25T05:20:29","modified_gmt":"2024-04-25T04:20:29","slug":"-105","status":"publish","type":"post","link":"https:\/\/inboundcph.dk\/en\/performance-max\/","title":{"rendered":"Performance Max - Google Ads' new black box"},"content":{"rendered":"

What is the performance max?<\/strong><\/h2>\n

Performance max (PM) is the culmination of the movement in recent years towards more automated Google Ads solutions. These include Universal App Campaigns and Smart Shopping, where the user has far less influence on setting up and customizing campaigns. PM is the first step towards delivering an (almost) fully automated, full-funnel solution - something that has long been an ambition of Google.<\/p>\n

The way the format works is that we give Google all the creative material we have available, i.e. ad texts, selling points, images and video material. From there, Google takes this collection of creative and creates text, image and video ads. We then tell the system which conversion point we're interested in optimizing for, and then we let the algorithm run wild.<\/p>\n

Google's promise is that they can reach ready-to-buy users with the right message, on the right channel, as long as we give them free rein.<\/p>\n

\n

Pros and cons\u00a0<\/strong><\/h2>\n

Setting up<\/strong>
\nAdvantage:<\/em><\/strong> Easy. PM is generally easy to set up because we leave a lot to the algorithm. This means that you can essentially achieve a relatively comprehensive setup without having to configure a larger setup.
\nDisadvantage<\/em>:<\/strong> General and broad. If you have the creative material in place anyway, you can configure a guaranteed more customized setup that is easier to get insights from.<\/p>\n

Signals<\/strong>
\nAdvantage:<\/em><\/strong> Secret signals. Google has access to a number of signals that we cannot actively target ourselves. For example, users' previous browsing behavior. This data has enormous potential.
\nDisadvantage:<\/em><\/strong> Not unique. These signals also act as secondary optimization signals for our actives when we have CPA or RoAS targets on. Thus, they are not unique to Performance Max.<\/p>\n

Creative\u00a0<\/strong>
\nAdvantage:<\/em><\/strong> Google composes itself. Google has more freedom in terms of creative as it can mix and match text with banners. However, it is based on Machine Learning, so customization depends on data.
\nDisadvantage:<\/em><\/strong> Bad history. We don't always have good experiences with the quality of Google's creatives. Dynamic banners have the potential to look a bit scratchy and Google may cut the video material we upload.<\/p>\n

Data<\/strong>
\nAdvantage:<\/em><\/strong> What you don't see, you don't feel sorry for.
\nDisadvantage:<\/em><\/strong> Performance Max is a black box. We are not told what has worked. Basically, it could be targeting brand keywords on Google without us knowing it. Likewise, we are unable to optimize on what works \/ doesn't work because we have no way to find out.<\/p>\n

Infrastructure<\/strong>
\nAdvantage:<\/em><\/strong> Full plate. Google utilizes their entire network via PM - Search, Gmail, YouTube, Display and Discover. That way you reach a wide audience.
\nDisadvantage:<\/em><\/strong> Questionable tracking. The Google ecosystem doesn't talk to each other very well in general. For example, analytics tracking is almost useless when it comes to display. It's hard to trust impact and attribution as long as that's the case.<\/p>\n

 <\/p>\n

\n

Is it worth using performance max?<\/strong><\/h2>\n

As with Google's other automation solutions, there is a loss of control. This can be good and bad. If we look at automated bidding strategies and dynamic search ads, they performed poorly at first, but have been refined over time and are almost indispensable. So we'll probably also see this as a product that will have a long ramp-up period to be widely applicable.<\/p>\n

However, Google has stated that this is not an A-Z solution that will replace all your activities, but rather as a complementary activity to your other activities.<\/p>\n

My guess is that many specialists (especially at agencies) will be skeptical about the new format. After all, those who spend all their time combining targeting with the right messages should be able to put something together that a machine can't yet. But there will definitely be situations where we will see that Performance Max can do really well if you have enough data and creative.<\/p>","protected":false},"excerpt":{"rendered":"

Hvad er performance max? Performance max (PM) er kulminationen p\u00e5 de sidste \u00e5rs bev\u00e6gelse mod en r\u00e6kke mere automatiserede Google Ads l\u00f8sninger. Her kan n\u00e6vnes Universal App Campaigns og Smart Shopping, hvor brugeren har langt mindre indflydelse p\u00e5 ops\u00e6tning og tilpasning af kampagnerne. PM m\u00e5 siges at v\u00e6re det f\u00f8rste skud p\u00e5 stammen for at […]<\/p>\n","protected":false},"author":2,"featured_media":15704,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[64,90],"tags":[],"class_list":["post-14182","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-annoncering_cat","category-strategi_cat"],"acf":{"form":false,"post_short_description":"Den 2. november lancerede Google deres nye Performance Max format. Med et navn der mest af alt giver associationer til et kosttilskud der kan forbedre ens seksuelle form\u00e5en, s\u00e6tter de forventningerne h\u00f8jt til produktet.","post_authors":[13313],"post_contact_section":{"post_contact_section_employee":13364,"post_contact_section_title":"Vil du h\u00f8re mere?","post_contact_section_text":"Vi forst\u00e5r, at det kan v\u00e6re en stor beslutning at v\u00e6lge et bureau. Men h\u00e5nden p\u00e5 hjertet \u2013 var vi dig, s\u00e5 havde vi valgt os selv. Vores kunder kalder os Danmarks \u00e6rligste og mest n\u00e6rv\u00e6rende bureau \u2013 og hos os finder du specialister, der mestrer strategi og digital marketing. M\u00e5ske er vi ogs\u00e5 det helt rigtige bureau for dig? Kontakt os & find ud af det."}},"yoast_head":"\nPerformance Max - Google Ads' nye black box | InboundCPH<\/title>\n<meta name=\"description\" content=\"Performance Max er kulminationen p\u00e5 de sidste \u00e5rs bev\u00e6gelse mod en r\u00e6kke mere automatiserede Google Ads l\u00f8sninger.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/inboundcph.dk\/en\/-105\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Performance Max - Google Ads nye black box\" \/>\n<meta property=\"og:description\" content=\"Performance Max er kulminationen p\u00e5 de sidste \u00e5rs bev\u00e6gelse mod en r\u00e6kke mere automatiserede Google Ads l\u00f8sninger.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/inboundcph.dk\/en\/-105\/\" \/>\n<meta property=\"og:site_name\" content=\"InboundCPH\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/inboundcph\" \/>\n<meta property=\"article:published_time\" content=\"2021-12-02T14:19:18+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-04-25T04:20:29+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/inboundcph.dk\/wp-content\/uploads\/2024\/04\/Google-Ads-blogindlaeg-1-scaled-3.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2000\" \/>\n\t<meta property=\"og:image:height\" content=\"1047\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Vincere Digital\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Vincere Digital\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/inboundcph.dk\\\/en\\\/-105\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/inboundcph.dk\\\/en\\\/-105\\\/\"},\"author\":{\"name\":\"Vincere Digital\",\"@id\":\"https:\\\/\\\/inboundcph.dk\\\/#\\\/schema\\\/person\\\/f2b963382cc96ded994c3eab85cfdabf\"},\"headline\":\"Performance Max – Google Ads nye black box\",\"datePublished\":\"2021-12-02T14:19:18+00:00\",\"dateModified\":\"2024-04-25T04:20:29+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/inboundcph.dk\\\/en\\\/-105\\\/\"},\"wordCount\":720,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/inboundcph.dk\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/inboundcph.dk\\\/en\\\/-105\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/inboundcph.dk\\\/wp-content\\\/uploads\\\/2024\\\/04\\\/Google-Ads-blogindlaeg-1-scaled-3.jpg\",\"articleSection\":[\"Annoncering\",\"Strategi\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/inboundcph.dk\\\/en\\\/-105\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/inboundcph.dk\\\/en\\\/-105\\\/\",\"url\":\"https:\\\/\\\/inboundcph.dk\\\/en\\\/-105\\\/\",\"name\":\"Performance Max - Google Ads' nye black box | InboundCPH\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/inboundcph.dk\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/inboundcph.dk\\\/en\\\/-105\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/inboundcph.dk\\\/en\\\/-105\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/inboundcph.dk\\\/wp-content\\\/uploads\\\/2024\\\/04\\\/Google-Ads-blogindlaeg-1-scaled-3.jpg\",\"datePublished\":\"2021-12-02T14:19:18+00:00\",\"dateModified\":\"2024-04-25T04:20:29+00:00\",\"description\":\"Performance Max er kulminationen p\u00e5 de sidste \u00e5rs bev\u00e6gelse mod en r\u00e6kke mere automatiserede Google Ads l\u00f8sninger.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/inboundcph.dk\\\/en\\\/-105\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/inboundcph.dk\\\/en\\\/-105\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/inboundcph.dk\\\/en\\\/-105\\\/#primaryimage\",\"url\":\"https:\\\/\\\/inboundcph.dk\\\/wp-content\\\/uploads\\\/2024\\\/04\\\/Google-Ads-blogindlaeg-1-scaled-3.jpg\",\"contentUrl\":\"https:\\\/\\\/inboundcph.dk\\\/wp-content\\\/uploads\\\/2024\\\/04\\\/Google-Ads-blogindlaeg-1-scaled-3.jpg\",\"width\":2000,\"height\":1047},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/inboundcph.dk\\\/en\\\/-105\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/inboundcph.dk\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Performance Max – Google Ads nye black box\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/inboundcph.dk\\\/#website\",\"url\":\"https:\\\/\\\/inboundcph.dk\\\/\",\"name\":\"InboundCPH\",\"description\":\"Specialister i digital marketing\",\"publisher\":{\"@id\":\"https:\\\/\\\/inboundcph.dk\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/inboundcph.dk\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/inboundcph.dk\\\/#organization\",\"name\":\"InboundCPH A\\\/S\",\"alternateName\":\"InboundCPH\",\"url\":\"https:\\\/\\\/inboundcph.dk\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/inboundcph.dk\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/inboundcph.dk\\\/wp-content\\\/uploads\\\/2024\\\/04\\\/logo-dark-med-ikon_20211_new.webp\",\"contentUrl\":\"https:\\\/\\\/inboundcph.dk\\\/wp-content\\\/uploads\\\/2024\\\/04\\\/logo-dark-med-ikon_20211_new.webp\",\"width\":550,\"height\":109,\"caption\":\"InboundCPH A\\\/S\"},\"image\":{\"@id\":\"https:\\\/\\\/inboundcph.dk\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.facebook.com\\\/inboundcph\",\"https:\\\/\\\/dk.linkedin.com\\\/company\\\/inbound-cph\"],\"email\":\"ir@inboundcph.dk\",\"telephone\":\"27297720\",\"legalName\":\"InboundCPH A\\\/S\",\"foundingDate\":\"2013-02-03\",\"vatID\":\"DK39607255\",\"numberOfEmployees\":{\"@type\":\"QuantitativeValue\",\"value\":\"30\"}},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/inboundcph.dk\\\/#\\\/schema\\\/person\\\/f2b963382cc96ded994c3eab85cfdabf\",\"name\":\"Vincere Digital\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Performance Max - Google Ads' new black box | InboundCPH","description":"Performance Max is the culmination of the movement towards more automated Google Ads solutions in recent years.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/inboundcph.dk\/en\/-105\/","og_locale":"en_US","og_type":"article","og_title":"Performance Max - Google Ads nye black box","og_description":"Performance Max er kulminationen p\u00e5 de sidste \u00e5rs bev\u00e6gelse mod en r\u00e6kke mere automatiserede Google Ads l\u00f8sninger.","og_url":"https:\/\/inboundcph.dk\/en\/-105\/","og_site_name":"InboundCPH","article_publisher":"https:\/\/www.facebook.com\/inboundcph","article_published_time":"2021-12-02T14:19:18+00:00","article_modified_time":"2024-04-25T04:20:29+00:00","og_image":[{"width":2000,"height":1047,"url":"https:\/\/inboundcph.dk\/wp-content\/uploads\/2024\/04\/Google-Ads-blogindlaeg-1-scaled-3.jpg","type":"image\/jpeg"}],"author":"Vincere Digital","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Vincere Digital","Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/inboundcph.dk\/en\/-105\/#article","isPartOf":{"@id":"https:\/\/inboundcph.dk\/en\/-105\/"},"author":{"name":"Vincere Digital","@id":"https:\/\/inboundcph.dk\/#\/schema\/person\/f2b963382cc96ded994c3eab85cfdabf"},"headline":"Performance Max – Google Ads nye black box","datePublished":"2021-12-02T14:19:18+00:00","dateModified":"2024-04-25T04:20:29+00:00","mainEntityOfPage":{"@id":"https:\/\/inboundcph.dk\/en\/-105\/"},"wordCount":720,"commentCount":0,"publisher":{"@id":"https:\/\/inboundcph.dk\/#organization"},"image":{"@id":"https:\/\/inboundcph.dk\/en\/-105\/#primaryimage"},"thumbnailUrl":"https:\/\/inboundcph.dk\/wp-content\/uploads\/2024\/04\/Google-Ads-blogindlaeg-1-scaled-3.jpg","articleSection":["Annoncering","Strategi"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/inboundcph.dk\/en\/-105\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/inboundcph.dk\/en\/-105\/","url":"https:\/\/inboundcph.dk\/en\/-105\/","name":"Performance Max - Google Ads' new black box | InboundCPH","isPartOf":{"@id":"https:\/\/inboundcph.dk\/#website"},"primaryImageOfPage":{"@id":"https:\/\/inboundcph.dk\/en\/-105\/#primaryimage"},"image":{"@id":"https:\/\/inboundcph.dk\/en\/-105\/#primaryimage"},"thumbnailUrl":"https:\/\/inboundcph.dk\/wp-content\/uploads\/2024\/04\/Google-Ads-blogindlaeg-1-scaled-3.jpg","datePublished":"2021-12-02T14:19:18+00:00","dateModified":"2024-04-25T04:20:29+00:00","description":"Performance Max is the culmination of the movement towards more automated Google Ads solutions in recent years.","breadcrumb":{"@id":"https:\/\/inboundcph.dk\/en\/-105\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/inboundcph.dk\/en\/-105\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/inboundcph.dk\/en\/-105\/#primaryimage","url":"https:\/\/inboundcph.dk\/wp-content\/uploads\/2024\/04\/Google-Ads-blogindlaeg-1-scaled-3.jpg","contentUrl":"https:\/\/inboundcph.dk\/wp-content\/uploads\/2024\/04\/Google-Ads-blogindlaeg-1-scaled-3.jpg","width":2000,"height":1047},{"@type":"BreadcrumbList","@id":"https:\/\/inboundcph.dk\/en\/-105\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/inboundcph.dk\/"},{"@type":"ListItem","position":2,"name":"Performance Max – Google Ads nye black box"}]},{"@type":"WebSite","@id":"https:\/\/inboundcph.dk\/#website","url":"https:\/\/inboundcph.dk\/","name":"InboundCPH","description":"Digital marketing specialists","publisher":{"@id":"https:\/\/inboundcph.dk\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/inboundcph.dk\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/inboundcph.dk\/#organization","name":"InboundCPH A\/S","alternateName":"InboundCPH","url":"https:\/\/inboundcph.dk\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/inboundcph.dk\/#\/schema\/logo\/image\/","url":"https:\/\/inboundcph.dk\/wp-content\/uploads\/2024\/04\/logo-dark-med-ikon_20211_new.webp","contentUrl":"https:\/\/inboundcph.dk\/wp-content\/uploads\/2024\/04\/logo-dark-med-ikon_20211_new.webp","width":550,"height":109,"caption":"InboundCPH A\/S"},"image":{"@id":"https:\/\/inboundcph.dk\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/inboundcph","https:\/\/dk.linkedin.com\/company\/inbound-cph"],"email":"ir@inboundcph.dk","telephone":"27297720","legalName":"InboundCPH A\/S","foundingDate":"2013-02-03","vatID":"DK39607255","numberOfEmployees":{"@type":"QuantitativeValue","value":"30"}},{"@type":"Person","@id":"https:\/\/inboundcph.dk\/#\/schema\/person\/f2b963382cc96ded994c3eab85cfdabf","name":"Vincere Digital"}]}},"_links":{"self":[{"href":"https:\/\/inboundcph.dk\/en\/wp-json\/wp\/v2\/posts\/14182","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/inboundcph.dk\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/inboundcph.dk\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/inboundcph.dk\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/inboundcph.dk\/en\/wp-json\/wp\/v2\/comments?post=14182"}],"version-history":[{"count":0,"href":"https:\/\/inboundcph.dk\/en\/wp-json\/wp\/v2\/posts\/14182\/revisions"}],"acf:post":[{"embeddable":true,"href":"https:\/\/inboundcph.dk\/en\/wp-json\/wp\/v2\/employee\/13313"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/inboundcph.dk\/en\/wp-json\/wp\/v2\/media\/15704"}],"wp:attachment":[{"href":"https:\/\/inboundcph.dk\/en\/wp-json\/wp\/v2\/media?parent=14182"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/inboundcph.dk\/en\/wp-json\/wp\/v2\/categories?post=14182"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/inboundcph.dk\/en\/wp-json\/wp\/v2\/tags?post=14182"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}