Performance Max (pMax) campaigns, are basically all forms of google advertising – lumped into one campaign.

Pmax does work really well, if you optimise it properly.

It is not keyword focused – it is audience focused.

You give it a CPA or ROAS target or goal, and basically let it run itself.

The downside of pMax, is that it does not give you much data. So it is difficult to really optimise campaigns to get the best out of them.

Pros

It works!

It’s going to hit other channels, that most advertisers previously ignored.

Cons

No real insights

Limited control

Cannibalisation – it will take credit from your other campaigns – or show instead of them

Wasted spend – that you can’t identify

Can have wild swings in performance – make sure you have all tracking set up. It can still be hard to identify what goes wrong.

Takes a while to learn what …