They may have tried and failed. Let's be honest: Google advertising has become increasingly automated in recent years, but it has also become oddly more complex, with a plethora of campaign kinds, bidding tactics, and targeting options to select from.
Google recently announced a new, streamlined, all-in-one automated-campaign type: Performance Max, in what appears to be an effort to simplify. This new campaign requires little setup and promises to distribute ads across Google's six key advertising channels: Search, Maps, Display, Gmail, Discover, and YouTube.
Performance Max, like any other automation, isn't a "set it and forget it" campaign. After all, as we've previously stated, the best PPC results come from a combination of human and automated efforts.
Where can you see Performance Max ads?
Performance Max may serve your ad across any of its six channels, including Search, Maps, Display, Gmail, Discover, and YouTube, to locate conversions that fit your specified goals. Performance Max will replace Smart Shopping and Local campaigns, however it is meant to complement rather than replace existing campaign types such as Search and Display.
This is a big deal for new marketers and a significant simplicity, because earlier, the same prospective coverage would have required planning a different campaign for each channel. And marketers that are new to Google Ads may not have the time, or the requisite knowledge and skill, to properly set up each of these campaigns in order to achieve success. Advertisers may see instant results and focus on optimizing those areas of their ads that have the most upside potential now that they just have to design one campaign.
What is the worst that can happen?
1. You offer the automated goals that aren't complete.
Consider PPC automation as your newest team member. Whether a hired consultant or a new full-time employee joins your team, you must teach them about your business, including your goals and how you earn money. They will most likely do a terrible job if you provide incomplete information, such as failing to mention that you don't just want leads, but leads that convert into sales.
PPC automation is the same way. If you inform the automatic Google Ads system that your goal is to generate leads, it will most likely generate a large number of leads. But that wasn't your true intention. You want leads to convert into paying clients. It's vital to be able to send this and other goal-related data back to Google so that they can give exactly what you want.
2. You provide Google with feeds that aren't well optimized.
You can send Google data in one of their numerous structured data formats if you sell things or have multiple business locations. This is a Google Merchant Feed when it comes to products.
The data from the feed is then used by Google to determine which queries are relevant to your offer and display the image, title, and price that it believes to be the best in each ad. Your advertising will look and feel worse than your competitors' if your feed contains missing data or your headline copy is poorly optimized, and you'll either obtain fewer or more expensive conversions.
3. You don't make use of first-party information.
As privacy concerns grow, online advertising is moving away from third-party data. As a result, first-party data is becoming increasingly important. To increase targeting, feed first-party data into your Google Ads ads if you have a list of existing customers. Yes, Google AI could probably figure out what kind of audience to target over time. But why should you let the system squander thousands of dollars learning what you could have informed it right away?
4. You don't write "useful" ad elements.
If you're used to advertising on social media and other platforms, you're probably used to producing ads or posts that prioritize grabbing attention. After all, the easiest method to stop a consumer from fast swiping down their page is to use a controversial title or a catchy image.
With Google Ads, things are a little different and a little trickier. People use Google to look for items that they already know they require. Stopping them in their tracks is unnecessary if you can assist them. Instead, focus on responding to their queries and assuring them that your solution is the finest one available. What are your plans for assisting them? That means adding distinct value propositions and unambiguous calls to action in the ad text components that will eventually make up the various elements of your Responsive Search Ads (RSAs).
