{"id":9343,"date":"2022-02-03T13:20:22","date_gmt":"2022-02-03T13:20:22","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/03\/4-things-to-beware-of-with-googles-performance-max-automated-campaigns\/"},"modified":"2022-02-03T13:20:22","modified_gmt":"2022-02-03T13:20:22","slug":"4-things-to-beware-of-with-googles-performance-max-automated-campaigns","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/03\/4-things-to-beware-of-with-googles-performance-max-automated-campaigns\/","title":{"rendered":"4 things to beware of with Google\u2019s Performance Max automated campaigns"},"content":{"rendered":"<p> <a href=\"https:\/\/go.fiverr.com\/visit\/?bta=1052423&nci=17043\" Target=\"_Top\"><img loading=\"lazy\" decoding=\"async\" border=\"0\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/fiverr.ck-cdn.com\/tn\/serve\/?cid=40081059\"  width=\"601\" height=\"201\"><\/a>\n<\/p>\n<div itemprop=\"articleBody\">\n<figure class=\"wp-block-image size-large\"><noscript><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"450\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/sp-ao.shortpixel.ai\/client\/to_auto,q_glossy,ret_img,w_800,h_450\/https:\/\/martech.org\/wp-content\/uploads\/2022\/02\/Optmyzr-Mistakes-to-avoid-in-performance-max-campaigns-800x450.png\" alt=\"\" class=\"wp-image-347810\" data-srcset=\"https:\/\/sp-ao.shortpixel.ai\/client\/to_auto,q_glossy,ret_img,w_800\/https:\/\/martech.org\/wp-content\/uploads\/2022\/02\/Optmyzr-Mistakes-to-avoid-in-performance-max-campaigns-800x450.png 800w, https:\/\/sp-ao.shortpixel.ai\/client\/to_auto,q_glossy,ret_img,w_600\/https:\/\/martech.org\/wp-content\/uploads\/2022\/02\/Optmyzr-Mistakes-to-avoid-in-performance-max-campaigns-600x338.png 600w, https:\/\/sp-ao.shortpixel.ai\/client\/to_auto,q_glossy,ret_img,w_200\/https:\/\/martech.org\/wp-content\/uploads\/2022\/02\/Optmyzr-Mistakes-to-avoid-in-performance-max-campaigns-200x113.png 200w, https:\/\/sp-ao.shortpixel.ai\/client\/to_auto,q_glossy,ret_img,w_768\/https:\/\/martech.org\/wp-content\/uploads\/2022\/02\/Optmyzr-Mistakes-to-avoid-in-performance-max-campaigns-768x432.png 768w, https:\/\/sp-ao.shortpixel.ai\/client\/to_auto,q_glossy,ret_img,w_1536\/https:\/\/martech.org\/wp-content\/uploads\/2022\/02\/Optmyzr-Mistakes-to-avoid-in-performance-max-campaigns-1536x864.png 1536w, https:\/\/sp-ao.shortpixel.ai\/client\/to_auto,q_glossy,ret_img,w_1920\/https:\/\/martech.org\/wp-content\/uploads\/2022\/02\/Optmyzr-Mistakes-to-avoid-in-performance-max-campaigns.png 1920w\" data-sizes=\"auto, (max-width: 800px) 100vw, 800px\"\/><\/noscript><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"450\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/sp-ao.shortpixel.ai\/client\/to_auto,q_glossy,ret_img,w_800,h_450\/https:\/\/martech.org\/wp-content\/uploads\/2022\/02\/Optmyzr-Mistakes-to-avoid-in-performance-max-campaigns-800x450.png\" alt=\"\" class=\"lazyload wp-image-347810\" data-srcset=\"https:\/\/sp-ao.shortpixel.ai\/client\/to_auto,q_glossy,ret_img,w_800\/https:\/\/martech.org\/wp-content\/uploads\/2022\/02\/Optmyzr-Mistakes-to-avoid-in-performance-max-campaigns-800x450.png 800w, https:\/\/sp-ao.shortpixel.ai\/client\/to_auto,q_glossy,ret_img,w_600\/https:\/\/martech.org\/wp-content\/uploads\/2022\/02\/Optmyzr-Mistakes-to-avoid-in-performance-max-campaigns-600x338.png 600w, https:\/\/sp-ao.shortpixel.ai\/client\/to_auto,q_glossy,ret_img,w_200\/https:\/\/martech.org\/wp-content\/uploads\/2022\/02\/Optmyzr-Mistakes-to-avoid-in-performance-max-campaigns-200x113.png 200w, https:\/\/sp-ao.shortpixel.ai\/client\/to_auto,q_glossy,ret_img,w_768\/https:\/\/martech.org\/wp-content\/uploads\/2022\/02\/Optmyzr-Mistakes-to-avoid-in-performance-max-campaigns-768x432.png 768w, https:\/\/sp-ao.shortpixel.ai\/client\/to_auto,q_glossy,ret_img,w_1536\/https:\/\/martech.org\/wp-content\/uploads\/2022\/02\/Optmyzr-Mistakes-to-avoid-in-performance-max-campaigns-1536x864.png 1536w, https:\/\/sp-ao.shortpixel.ai\/client\/to_auto,q_glossy,ret_img,w_1920\/https:\/\/martech.org\/wp-content\/uploads\/2022\/02\/Optmyzr-Mistakes-to-avoid-in-performance-max-campaigns.png 1920w\" data-data-sizes=\"(max-width: 800px) 100vw, 800px\"\/><\/figure>\n<p>With Google on its way to over <a href=\"https:\/\/www.forbes.com\/sites\/martyswant\/2021\/10\/26\/google-reports-strong-third-quarter-advertising-revenue-shrugging-off-apple-privacy-changes\/?sh=3408d8212f43\" target=\"_blank\" rel=\"noreferrer noopener sponsored nofollow\">$200b<\/a> per year in ad revenues, companies that aren\u2019t yet advertising online should think long and hard about why everyone else but them seems to be growing their business with Google Ads.<\/p>\n<p>Perhaps they\u2019ve tried and failed. Let\u2019s face it: Especially in recent years, Google advertising has gotten increasingly automated, yet strangely also more complex with a multitude of campaign types, bidding strategies, and targeting options to choose from.\u00a0<\/p>\n<p>In what appears to be an effort to simplify, Google recently introduced a new, streamlined, all-in-one automated-campaign type: Performance Max. This new campaign needs minimal setup and promises to run a company\u2019s ads as appropriate across Google\u2019s six primary advertising channels: Search, Maps, Display, Gmail, Discover and YouTube.\u00a0<\/p>\n<p>But as with any automation, Performance Max shouldn\u2019t be thought of as a set-it-and-forget-it campaign. After all, as we\u2019ve established many times before, the best PPC results come from humans and automation working together. Or as Frederick Vallaeys put it in his first book, <em>Digital Marketing in an AI World<\/em>:<\/p>\n<figure class=\"wp-block-image\"><noscript><img decoding=\"async\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/lh4.googleusercontent.com\/WFVU7AQgZYq3_r8wUoi6e-v1YC-mJ3xY0oCOX4_KsipJhEKltYEFzxuq9jowr5-BggC4yQPnJl2OtMfWjWmKvNaQnrAcRlzJ2iaLCH0yy-iHj9UEpQ1hbcqecCPN21yflMPjVgYU\" alt=\"\"\/><\/noscript><img decoding=\"async\" class=\"lazyload\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/lh4.googleusercontent.com\/WFVU7AQgZYq3_r8wUoi6e-v1YC-mJ3xY0oCOX4_KsipJhEKltYEFzxuq9jowr5-BggC4yQPnJl2OtMfWjWmKvNaQnrAcRlzJ2iaLCH0yy-iHj9UEpQ1hbcqecCPN21yflMPjVgYU\" alt=\"\"\/><\/figure>\n<h2 id=\"h-what-inputs-does-performance-max-use\">What inputs does Performance Max use?<\/h2>\n<p>To get started with automated ads on Google, you need to provide:<\/p>\n<ul>\n<li>Your marketing objectives and goals<\/li>\n<li>Budget<\/li>\n<li>Creative assets\u00a0\n<ul>\n<li>Text\u00a0<\/li>\n<li>Images\u00a0<\/li>\n<li>Video (optional, since this will auto-generate)<\/li>\n<\/ul>\n<\/li>\n<li>Geo-targets<\/li>\n<li>Feeds (optional)\n<ul>\n<li>Google My Business<\/li>\n<li>Google Merchant Center<\/li>\n<li>Dynamic Ads feed<\/li>\n<li>Business data feeds<\/li>\n<\/ul>\n<\/li>\n<li>Audience signals (optional)\n<ul>\n<li>First-party Audiences, including remarketing lists<\/li>\n<li>Google Audiences, including custom audiences<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>From there, automation is off to the races and promises to show your ad when it expects to be able to get you a conversion.<\/p>\n<h2 id=\"h-where-do-performance-max-ads-run\">Where do Performance Max ads run?<\/h2>\n<p>To find conversions that meet your stated objectives, Performance Max can, as appropriate, automatically serve your ad across its six channels: Search, Maps, Display, Gmail, Discover, and YouTube. Performance Max will replace Smart Shopping and Local campaigns but is intended to be a supplement rather than a replacement for the other campaign types like Search and Display.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><noscript><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"344\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/sp-ao.shortpixel.ai\/client\/to_auto,q_glossy,ret_img,w_800,h_344\/https:\/\/martech.org\/wp-content\/uploads\/2022\/01\/Google-Ads-Channels-800x344.png\" alt=\"\" class=\"wp-image-347716\" data-srcset=\"https:\/\/sp-ao.shortpixel.ai\/client\/to_auto,q_glossy,ret_img,w_800\/https:\/\/martech.org\/wp-content\/uploads\/2022\/01\/Google-Ads-Channels-800x344.png 800w, https:\/\/sp-ao.shortpixel.ai\/client\/to_auto,q_glossy,ret_img,w_600\/https:\/\/martech.org\/wp-content\/uploads\/2022\/01\/Google-Ads-Channels-600x258.png 600w, https:\/\/sp-ao.shortpixel.ai\/client\/to_auto,q_glossy,ret_img,w_200\/https:\/\/martech.org\/wp-content\/uploads\/2022\/01\/Google-Ads-Channels-200x86.png 200w, https:\/\/sp-ao.shortpixel.ai\/client\/to_auto,q_glossy,ret_img,w_768\/https:\/\/martech.org\/wp-content\/uploads\/2022\/01\/Google-Ads-Channels-768x331.png 768w, https:\/\/sp-ao.shortpixel.ai\/client\/to_auto,q_glossy,ret_img,w_1536\/https:\/\/martech.org\/wp-content\/uploads\/2022\/01\/Google-Ads-Channels-1536x661.png 1536w, https:\/\/sp-ao.shortpixel.ai\/client\/to_auto,q_glossy,ret_img,w_1988\/https:\/\/martech.org\/wp-content\/uploads\/2022\/01\/Google-Ads-Channels.png 1988w\" data-sizes=\"auto, (max-width: 800px) 100vw, 800px\"\/><\/noscript><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"344\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/sp-ao.shortpixel.ai\/client\/to_auto,q_glossy,ret_img,w_800,h_344\/https:\/\/martech.org\/wp-content\/uploads\/2022\/01\/Google-Ads-Channels-800x344.png\" alt=\"\" class=\"lazyload wp-image-347716\" data-srcset=\"https:\/\/sp-ao.shortpixel.ai\/client\/to_auto,q_glossy,ret_img,w_800\/https:\/\/martech.org\/wp-content\/uploads\/2022\/01\/Google-Ads-Channels-800x344.png 800w, https:\/\/sp-ao.shortpixel.ai\/client\/to_auto,q_glossy,ret_img,w_600\/https:\/\/martech.org\/wp-content\/uploads\/2022\/01\/Google-Ads-Channels-600x258.png 600w, https:\/\/sp-ao.shortpixel.ai\/client\/to_auto,q_glossy,ret_img,w_200\/https:\/\/martech.org\/wp-content\/uploads\/2022\/01\/Google-Ads-Channels-200x86.png 200w, https:\/\/sp-ao.shortpixel.ai\/client\/to_auto,q_glossy,ret_img,w_768\/https:\/\/martech.org\/wp-content\/uploads\/2022\/01\/Google-Ads-Channels-768x331.png 768w, https:\/\/sp-ao.shortpixel.ai\/client\/to_auto,q_glossy,ret_img,w_1536\/https:\/\/martech.org\/wp-content\/uploads\/2022\/01\/Google-Ads-Channels-1536x661.png 1536w, https:\/\/sp-ao.shortpixel.ai\/client\/to_auto,q_glossy,ret_img,w_1988\/https:\/\/martech.org\/wp-content\/uploads\/2022\/01\/Google-Ads-Channels.png 1988w\" data-data-sizes=\"(max-width: 800px) 100vw, 800px\"\/><figcaption>Image source: Google.com January 2022<\/figcaption><\/figure>\n<\/div>\n<p>For new advertisers, this is a big deal and significant simplification because the same possible coverage would have previously required creating a separate campaign for each channel. And for advertisers who are just getting started with Google Ads, they may not have the time, or necessary experience and skill, to set up each and every one of these campaigns correctly to drive success. Now, with only a single campaign to create, advertisers can start seeing immediate results and focus on optimizing those aspects of their campaigns that have the biggest upside potential.<\/p>\n<h2 id=\"h-what-could-go-wrong\">What could go wrong?\u00a0\u00a0<\/h2>\n<p>It\u2019s important to understand what any automation\u2019s capabilities and limitations are. If you overestimate an automation\u2019s capabilities, and it fails to deliver, you really have only yourself to blame.<\/p>\n<p>A good analogy is to self-driving cars\u2019 five levels of automation, as defined by the SAE (Society of Automotive Engineers) and National Traffic and Highway Safety Administration:\u00a0<\/p>\n<p>What happens when a \u2018self-driving\u2019 car crashes?<\/p>\n<p>As long ago as 1979, IBM put the prosecution\u2019s case this way:<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><noscript><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"579\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/sp-ao.shortpixel.ai\/client\/to_auto,q_glossy,ret_img,w_800,h_579\/https:\/\/martech.org\/wp-content\/uploads\/2022\/01\/Optmyzr-3-800x579.png\" alt=\"\" class=\"wp-image-347714\" data-srcset=\"https:\/\/sp-ao.shortpixel.ai\/client\/to_auto,q_glossy,ret_img,w_800\/https:\/\/martech.org\/wp-content\/uploads\/2022\/01\/Optmyzr-3-800x579.png 800w, https:\/\/sp-ao.shortpixel.ai\/client\/to_auto,q_glossy,ret_img,w_467\/https:\/\/martech.org\/wp-content\/uploads\/2022\/01\/Optmyzr-3-467x338.png 467w, https:\/\/sp-ao.shortpixel.ai\/client\/to_auto,q_glossy,ret_img,w_156\/https:\/\/martech.org\/wp-content\/uploads\/2022\/01\/Optmyzr-3-156x113.png 156w, https:\/\/sp-ao.shortpixel.ai\/client\/to_auto,q_glossy,ret_img,w_768\/https:\/\/martech.org\/wp-content\/uploads\/2022\/01\/Optmyzr-3-768x556.png 768w, https:\/\/sp-ao.shortpixel.ai\/client\/to_auto,q_glossy,ret_img,w_1108\/https:\/\/martech.org\/wp-content\/uploads\/2022\/01\/Optmyzr-3.png 1108w\" data-sizes=\"auto, (max-width: 800px) 100vw, 800px\"\/><\/noscript><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"579\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/sp-ao.shortpixel.ai\/client\/to_auto,q_glossy,ret_img,w_800,h_579\/https:\/\/martech.org\/wp-content\/uploads\/2022\/01\/Optmyzr-3-800x579.png\" alt=\"\" class=\"lazyload wp-image-347714\" data-srcset=\"https:\/\/sp-ao.shortpixel.ai\/client\/to_auto,q_glossy,ret_img,w_800\/https:\/\/martech.org\/wp-content\/uploads\/2022\/01\/Optmyzr-3-800x579.png 800w, https:\/\/sp-ao.shortpixel.ai\/client\/to_auto,q_glossy,ret_img,w_467\/https:\/\/martech.org\/wp-content\/uploads\/2022\/01\/Optmyzr-3-467x338.png 467w, https:\/\/sp-ao.shortpixel.ai\/client\/to_auto,q_glossy,ret_img,w_156\/https:\/\/martech.org\/wp-content\/uploads\/2022\/01\/Optmyzr-3-156x113.png 156w, https:\/\/sp-ao.shortpixel.ai\/client\/to_auto,q_glossy,ret_img,w_768\/https:\/\/martech.org\/wp-content\/uploads\/2022\/01\/Optmyzr-3-768x556.png 768w, https:\/\/sp-ao.shortpixel.ai\/client\/to_auto,q_glossy,ret_img,w_1108\/https:\/\/martech.org\/wp-content\/uploads\/2022\/01\/Optmyzr-3.png 1108w\" data-data-sizes=\"(max-width: 800px) 100vw, 800px\"\/><figcaption>Image source: https:\/\/samim.io\/p\/2022-01-24-a-computer-can-never-be-held-accountable-an-ibm-slid\/<\/figcaption><\/figure>\n<\/div>\n<p>In Los Angeles, a driver is now being <a href=\"https:\/\/www.latimes.com\/california\/story\/2022-01-19\/a-tesla-on-autopilot-killed-two-people-in-gardena-is-the-driver-guilty-of-manslaughter\" target=\"_blank\" rel=\"noreferrer noopener sponsored nofollow\">prosecuted for vehicular manslaughter<\/a> for letting his \u201cself-driving\u201d car run a red light and killing two people in the process. The driver treated his car\u2019s capabilities like a level 5 automation when in fact, it was just a level 2 automation or a driver-assistance feature.<\/p>\n<p>Likewise, in PPC, Performance Max campaigns are not level 5 fully self-driving automation, but more like a level 2 or 3 assist feature. Performance Max handles a narrowly defined task quite well, but it lacks context to be able to do it fully alone.<\/p>\n<p>It\u2019s up to you, the human advertiser, to supply that context, which includes your ultimate business goals. As an account or campaign manager, you\u2019re in the driver\u2019s seat. Google automation can\u2019t be held accountable when problems arise.\u00a0<\/p>\n<p>So what can go wrong\u2026<\/p>\n<h3 id=\"h-1-you-give-the-automation-incomplete-goals\">1. You give the automation incomplete goals.\u00a0<\/h3>\n<p>Think of automation in PPC as your newest team member. When a new person joins your team, whether they\u2019re a hired consultant or a new full-timer, you\u2019ve got to teach them about your business, like your goals and how you make money. If you share incomplete information, for example, by failing to specify that you don\u2019t just want leads but rather leads that convert into sales, they will probably do a poor job.<\/p>\n<p>It\u2019s the same with PPC automation. For example, if you tell the automated Google Ads system that your goal is to get leads, it will probably get you lots of leads. But that wasn\u2019t your real goal. You want leads that turn into customers. It\u2019s critical to have a way to feed this and other goal-related data back to Google so they can deliver what you truly want.<\/p>\n<p>Tools like Optmyzr can help advertisers <a href=\"https:\/\/www.optmyzr.com\/blog\/bid-adjustments-back-smart-bidding-google\/\" target=\"_blank\" rel=\"noreferrer noopener sponsored nofollow\">create value rules<\/a> to help steer Google automation to better quality conversions.\u00a0<\/p>\n<h3 id=\"h-2-you-supply-google-with-poorly-optimized-feeds\">2. You supply Google with poorly optimized feeds.<\/h3>\n<p>If you sell stuff, or you have multiple business locations, you can give this data to Google through one of their many structured data formats. In the case of products, this is a Google Merchant Feed.\u00a0<\/p>\n<p>Google then uses the data from the feed to decide what searches are relevant to your offer and show what it deems the best image, title, and price in each ad. But if your feed contains incomplete data, or if your title text is poorly optimized, your ads will look and feel worse than your competitors\u2019, and you\u2019ll either get fewer or more expensive conversions.<\/p>\n<p>While long-time PPC pros may stress the importance of keywords, bids, and creative, Performance Max lets you control almost none of this. In Fred Vallaeys\u2019s just-published second book, <a href=\"https:\/\/www.amazon.com\/dp\/B09QMTY7PN\/ref=tmm_kin_swatch_0?tag=scribemedia-20&amp;_encoding=UTF8&amp;qid=1642547356&amp;sr=8-9&amp;geniuslink=true\" target=\"_blank\" rel=\"noreferrer noopener sponsored nofollow\"><em>Unlevel the Playing Field: The Biggest Mindshift in PPC History<\/em><\/a>, he explains that modern PPC managers shouldn\u2019t manage every detail but should rather know how to manage Google Ads on the periphery, where they interface with the automated system.\u00a0<\/p>\n<p>Knowing how to optimize a feed is a great example of this. The feed connects to the ads system, where Google\u2019s automation takes over and turns it into keywords, targeting, and the ads themselves.\u00a0<\/p>\n<p>And if you want more control, PPC software can help <a href=\"https:\/\/landing.optmyzr.com\/campaign-automator-inventory-ads\/?gclid=Cj0KCQiA_8OPBhDtARIsAKQu0gZWn2yRc-HvM_a-jLF926jxalE3qGWdt7P6vhVOsV0MXCyOSf--Oh4aAnmHEALw_wcB\" target=\"_blank\" rel=\"noreferrer noopener sponsored nofollow\">turn your feed into keywords<\/a>, ads, and campaigns from a template you control.\u00a0\u00a0<\/p>\n<h3 id=\"h-3-you-don-t-leverage-first-party-data\">3. You don\u2019t leverage first-party data.<\/h3>\n<p>As privacy concerns mount, there\u2019s a big shift away from third-party data in online advertising. That means that first-party data is gaining in importance. If you have a list of existing customers, feed that first-party data into your Google Ads campaigns to improve targeting. Yes, over time, Google AI could probably learn what type of audience would be best to target. But why let the system potentially waste thousands of dollars to learn what you could have told it right from the start?<\/p>\n<p>And with more advanced PPC tools, you can bring virtually any first-party data into a <a href=\"https:\/\/help.optmyzr.com\/en\/articles\/3076017-what-is-the-rule-engine\" target=\"_blank\" rel=\"noreferrer noopener sponsored nofollow\">rule engine<\/a> to automate your PPC decision-making.<\/p>\n<h3 id=\"h-4-you-fail-to-write-helpful-ad-components\">4. You fail to write \u201chelpful\u201d ad components.<\/h3>\n<p>If you\u2019re used to advertising on social media and similar platforms, you may have gotten used to writing ads or posts that aim to be attention-getting above all. After all, when a user is rapidly swiping down their feed, the best way to stop them maybe with a controversial title or catchy image.\u00a0<\/p>\n<p>Things are different and more complicated with Google Ads. People use Google to search for things they already know they need. If you can help them, there\u2019s no need to stop them in their tracks. Instead, aim to answer their questions and assure them that yours is the best possible solution to their problem. How will you help them? That means including unique value propositions and clear calls to action in the ad text components that will then make up the various parts of your Responsive Search Ads (RSAs).\u00a0<\/p>\n<p>For more great insights about how to create effective RSAs, take a look at Optmyzr\u2019s <a href=\"https:\/\/www.optmyzr.com\/blog\/optmyzr-study-responsive-search-ad-performance\/\" target=\"_blank\" rel=\"noreferrer noopener sponsored nofollow\">2021 RSA research<\/a> and its <a href=\"https:\/\/marketinglandevents.com\/smx\/next\/agenda\/#sessId-1251\" target=\"_blank\" rel=\"noreferrer noopener sponsored nofollow\">RSA presentation<\/a> at SMX Next.<\/p>\n<p>So while Google makes it ever easier to run automatic PPC ads, the reality is that these campaigns will deliver far better results with your ongoing help and optimization. You can either do this work manually or get help from automations you manage and control, like those available in PPC-management software suites like <a href=\"https:\/\/www.optmyzr.com\/\" target=\"_blank\" rel=\"noreferrer noopener sponsored nofollow\">Optmyzr<\/a>.\u00a0<\/p>\n<p>\u201cAutomation layering\u201d is what we call automation you install that provides checks and balances to Google\u2019s automation. This is automation you, the manager sitting in the driver\u2019s seat, insert in the interface between you and the Google Ads system. To do this, you don\u2019t need to spend inordinate amounts of time monitoring all the minutiae of the ad engine. Instead, use simple rules and scripts to do this work for you. You can then focus on the strategic elements that add the most value when you, the human driver, deploy them in the system.<\/p>\n<p>Automation layering PPC software doesn\u2019t have to cost a lot. Optmyzr recently introduced <a href=\"https:\/\/www.optmyzr.com\/lite\" target=\"_blank\" rel=\"noreferrer noopener sponsored nofollow\">Optmyzr Lite<\/a>, a free tier of service specifically designed for new Google advertisers with single-business ad budgets under $10k per month. Advertisers get access to a dashboard, reports, audits, and optimization suggestions different from and independent of those Google provides. It\u2019s a great way to monitor and correct Google AI when it could use your help, as it inevitably will at times.\u00a0<br \/>Many advertisers say: don\u2019t let the auctioneer tell you how or when to bid. <a href=\"https:\/\/www.optmyzr.com\/lite\" target=\"_blank\" rel=\"noreferrer noopener sponsored nofollow\">Optmyzr Lite<\/a> is a trustworthy third-party tool that can offer a different perspective on how to optimize your Google Ads account so that you can focus on growing your business.<\/p>\n<hr\/>\n<div class=\"about-author\">\n<h3>About The Author<\/h3>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3\">\n<div class=\"avatar\"> <noscript><img decoding=\"async\" class=\"img-fluid\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/marketingland.com\/wp-content\/ml-loads\/2021\/04\/Optimyzr-logo-140x140-1.png\"\/><\/noscript><img decoding=\"async\" class=\"lazyload img-fluid\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/marketingland.com\/wp-content\/ml-loads\/2021\/04\/Optimyzr-logo-140x140-1.png\"\/><\/div>\n<\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<p> <iframe loading=\"lazy\" id=\"twitter-widget-0\" data-lazy=\"true\" data-src=\"https:\/\/martech.org\/4-things-to-beware-of-with-googles-performance-max-automated-campaigns\/about:blank\" class=\"twitter-follow-button twitter-follow-button\" title=\"Twitter Follow Button\" data-twttr-rendered=\"true\" style=\"width: 251px; height: 25px;\" data-rocket-lazyload=\"fitvidscompatible\" data-lazy-data-lazy=\"true\" data-src=\"https:\/\/platform.twitter.com\/widgets\/follow_button.1392079123.html#_=1392650032615&amp;id=twitter-widget-0&amp;lang=en&amp;screen_name=Optmyzr&amp;show_count=true&amp;show_screen_name=true&amp;size=m\"><\/iframe><noscript><iframe id=\"twitter-widget-0\" data-lazy=\"true\" data-src=\"https:\/\/platform.twitter.com\/widgets\/follow_button.1392079123.html#_=1392650032615&amp;id=twitter-widget-0&amp;lang=en&amp;screen_name=Optmyzr&amp;show_count=true&amp;show_screen_name=true&amp;size=m\" class=\"twitter-follow-button twitter-follow-button\" title=\"Twitter Follow Button\" data-twttr-rendered=\"true\" style=\"width: 251px; height: 25px;\"><\/iframe><\/noscript><\/p>\n<p> Optmyzr\u2019s PPC management platform provides intelligent optimization suggestions that help advertisers across the world manage their online advertising more effectively. Optmyzr connects with Google Ads, Microsoft Ads, Amazon Ads, Facebook Ads, Google Analytics, Google Merchant Center, Google Sheets, and SA360. The company was founded by former Google AdWords executives. The Optmyzr PPC suite includes over 30 tools to improve Quality Score, manage manual and automated bids, find new keywords, A\/B test ads, build new campaigns, manage placements, automate budgets, and automate reports. Optmyzr was named best PPC management software at the 2020 US, UK, and Global Search Awards.<\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<p><\/div>\n<iframe data-lazy=\"true\" data-src=\"https:\/\/www.fiverr.com\/gig_widgets?id=U2FsdGVkX18x7XQvttUTrv1oEqmGNGTgvvCUiUoJ\/AP4z\/UyMz8lXGOLpu15jIMxBbTR0gmD5uBoFvhC4KWeALQRp3h\/X\/AwcVD0K8Wj9H\/ZzYKzcCNHosB9oS4SCJJFWiN85P9ICAc4OgCoE\/wHKIY7CDkf2\/DQ1vqGvk4smVe5cRDEmrLPCWi4FC8p40VUhSmWQ5udCm0zoJtorgWv3vbDQw0kKYkwn39ozAnQXDe+YvWMxkLFWA+O3TFwkJvdkIK+\/AUSnRssPKt5WHY0FhNOxnSPcLslEL4G4\/RfP95ve99U+kRnDy3X+KtzdQLY+u935ghON\/o3UE4IMv9oN6JX9RnxzL\/LRcOgnHigxStSGPKsZYtnz8RWNVT\/rOLAibqiWJadC5MYHRbekF3eg6FOGrQGkXYbsn0+a5aovnlLCbLwIqY9fcS17UX8J235iQ6cdmHNbrPeS84CMm34RA==&affiliate_id=1052423&strip_google_tagmanager=true\" loading=\"lazy\" data-with-title=\"true\" class=\"fiverr_nga_frame\" frameborder=\"0\" height=\"350\" width=\"100%\" referrerpolicy=\"no-referrer-when-downgrade\" data-mode=\"random_gigs\" onload=\" var frame = this; var script = document.createElement('script'); script.addEventListener('load', function() { window.FW_SDK.register(frame); }); script.setAttribute('src', 'https:\/\/www.fiverr.com\/gig_widgets\/sdk'); document.body.appendChild(script); \" ><\/iframe>\n<br \/><a href=\"https:\/\/martech.org\/4-things-to-beware-of-with-googles-performance-max-automated-campaigns\/\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>With Google on its way to over $200b per year in ad revenues, companies that aren\u2019t yet advertising online should think long and hard about&#8230;<\/p>\n","protected":false},"author":1,"featured_media":9344,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-9343","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tech-universe"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>4 things to beware of with Google\u2019s Performance Max automated campaigns - mailinvest.blog<\/title>\n<meta name=\"description\" content=\"Technology is forever changing, and there are always new pieces of technology to replace obsolete ones. Tons of people enjoy reading tech blogs on a daily basis.mailinvest.blog tracks all the latest consumer technology breakthroughs and shows you what&#039;s new, what matters and how technology can enrich your life. mailinvest.blog also provides the information, tools, and advice that helps when deciding what to buy.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mailinvest.blog\/index.php\/2022\/02\/03\/4-things-to-beware-of-with-googles-performance-max-automated-campaigns\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"4 things to beware of with Google\u2019s Performance Max automated campaigns - mailinvest.blog\" \/>\n<meta property=\"og:description\" content=\"Technology is forever changing, and there are always new pieces of technology to replace obsolete ones. Tons of people enjoy reading tech blogs on a daily basis.mailinvest.blog tracks all the latest consumer technology breakthroughs and shows you what&#039;s new, what matters and how technology can enrich your life. mailinvest.blog also provides the information, tools, and advice that helps when deciding what to buy.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/mailinvest.blog\/index.php\/2022\/02\/03\/4-things-to-beware-of-with-googles-performance-max-automated-campaigns\/\" \/>\n<meta property=\"og:site_name\" content=\"mailinvest.blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/freelanceracademic\/\" \/>\n<meta property=\"article:published_time\" content=\"2022-02-03T13:20:22+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/mailinvest.blog\/wp-content\/uploads\/2022\/02\/Optmyzr-Mistakes-to-avoid-in-performance-max-campaigns.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"1080\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"admin@mailinvest.blog\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"admin@mailinvest.blog\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"9 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/mailinvest.blog\\\/index.php\\\/2022\\\/02\\\/03\\\/4-things-to-beware-of-with-googles-performance-max-automated-campaigns\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/mailinvest.blog\\\/index.php\\\/2022\\\/02\\\/03\\\/4-things-to-beware-of-with-googles-performance-max-automated-campaigns\\\/\"},\"author\":{\"name\":\"admin@mailinvest.blog\",\"@id\":\"https:\\\/\\\/mailinvest.blog\\\/#\\\/schema\\\/person\\\/012701c4c204d4e4ebd34f926cfd31a4\"},\"headline\":\"4 things to beware of with Google\u2019s Performance Max automated campaigns\",\"datePublished\":\"2022-02-03T13:20:22+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/mailinvest.blog\\\/index.php\\\/2022\\\/02\\\/03\\\/4-things-to-beware-of-with-googles-performance-max-automated-campaigns\\\/\"},\"wordCount\":1742,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/mailinvest.blog\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/mailinvest.blog\\\/index.php\\\/2022\\\/02\\\/03\\\/4-things-to-beware-of-with-googles-performance-max-automated-campaigns\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/mailinvest.blog\\\/wp-content\\\/uploads\\\/2022\\\/02\\\/Optmyzr-Mistakes-to-avoid-in-performance-max-campaigns.png\",\"articleSection\":[\"Tech Universe\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/mailinvest.blog\\\/index.php\\\/2022\\\/02\\\/03\\\/4-things-to-beware-of-with-googles-performance-max-automated-campaigns\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/mailinvest.blog\\\/index.php\\\/2022\\\/02\\\/03\\\/4-things-to-beware-of-with-googles-performance-max-automated-campaigns\\\/\",\"url\":\"https:\\\/\\\/mailinvest.blog\\\/index.php\\\/2022\\\/02\\\/03\\\/4-things-to-beware-of-with-googles-performance-max-automated-campaigns\\\/\",\"name\":\"4 things to beware of with Google\u2019s Performance Max automated campaigns - mailinvest.blog\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/mailinvest.blog\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/mailinvest.blog\\\/index.php\\\/2022\\\/02\\\/03\\\/4-things-to-beware-of-with-googles-performance-max-automated-campaigns\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/mailinvest.blog\\\/index.php\\\/2022\\\/02\\\/03\\\/4-things-to-beware-of-with-googles-performance-max-automated-campaigns\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/mailinvest.blog\\\/wp-content\\\/uploads\\\/2022\\\/02\\\/Optmyzr-Mistakes-to-avoid-in-performance-max-campaigns.png\",\"datePublished\":\"2022-02-03T13:20:22+00:00\",\"description\":\"Technology is forever changing, and there are always new pieces of technology to replace obsolete ones. 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