Performance Max (also known as PMAX) is a new campaign type enabling you to work with best-in-class AI for your campaign management, from building your assets to finding your audiences, all to bring you better results in one hassle-free campaign.
What is Microsoft’s Performance Max?
Performance Max is a new automated campaign type that brings together the best of Microsoft’s automation to find you more conversions. You architect the strategy with goals, assets, and signals, and our industry-leading AI dynamically creates and optimises ads across our unique Microsoft Advertising surfaces to maximise performance.
This all-in-one campaign provides you with a streamlined setup for multi-format, cross-channel optimisation that can bring you more conversions and AI-powered recommendations designed to meet your goals.
Advertisers in the open beta for Performance Max have seen great performance from their campaigns so far, providing more conversions at efficient costs. Here’s what one agency has had to say about their experience with Performance Max:
“We have been closely monitoring our PMAX campaign as we have now been running ~2 weeks and we are very happy with initial performance, allowing us to shift additional budget over to Microsoft.”
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What are some things I should keep in mind when first setting up Performance Max?
You can import your Performance Max campaigns from Google AdsOpens in new window, or set up your own new Microsoft campaign in three easy steps:
- Define your goals.
- Performance Max optimises based on the types of conversions that you indicate are worth most to your business.
- Add creative assets
- Providing as many high-quality text and image assets as possible helps you create more relevant ads for customers.
- Based on your initial inputs and final URL, Microsoft Advertising’s AI will generate new asset recommendations for your campaign which you can choose to leverage, providing you with the opportunity for more ad formats to be created and inventory your ads can appear on (see image below).
- For information on image recommendations, see hereOpens in new window.
- Create audience signals
- Share which types of customers are most valuable to you and more likely to convert, and Performance Max will optimise towards those users across our unique Microsoft network.
- Setting up audience signals are not required, but they can help speed up the learning and optimisation as your Performance Max campaign gets started.
Note about Google Import for smart shopping and DSA campaigns: If you’ve imported a Performance Max campaign from Google Ads that originally came over as a smart shopping campaign or dynamic search ads (DSA) campaign, we’ll upgrade it to a Performance Max campaign in phased approaches over the next few weeks. If you are currently using a third-party platform that does not yet support Performance Max, they will continue to be imported as smart shopping or DSA.
SOURCE: Microsoft
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