Performance max vs search campaign has long been known as one of the best ways to get more qualified traffic, leads and sales for your business. There are many different types of campaigns available on Google Ads and it can be confusing trying to decide which one is right for you. The two types of campaigns that are often compared right now are Performance Max and Search. Understanding the difference between a performance max vs search campaign is important to get the most from Google Ads.

At Digi Uprise, we partner with brands in all types of industries to increase their success with Google Ads by using a data-driven approach and continually optimising their campaigns. In this article, we will compare the two campaign types and help you select the most suitable strategy for reaching your goals with Google Ads.

Performance Max is a Google Ads campaign type that allows advertisers to run one single campaign across all types of advertising through Google. It provides access to the full range of Google ad placement options (Search, Display, YouTube, Discover, Gmail, and Maps) without having to create separate campaigns for each type of placement. In the broader discussion of performance max vs search campaign, this all-in-one approach is what sets Performance Max apart. Rather than targeting based on keywords, Performance Max relies extensively on the machine learning (ML) and automation features provided by Google’s technology.

Advertisers provide creative assets (headlines, description text, images, videos, etc.) and audience signals to Google. Google’s algorithms will then use the provided information to determine where to place ads and the best combinations of assets to produce the highest likelihood of conversion and/or conversion value for the advertiser.

The primary benefit of Performance Max is its ability to quickly and easily scale across all advertising channels with minimal effort by the advertiser. However, the downside is that advertisers have less visibility into how ads are being placed, as well as less control over their advertising placements, compared to traditional search campaigns. This trade-off is a key point in the performance max vs search campaign comparison.

The Performance Max vs Search Campaign conversation will often conclude with Performance Max being selected because of the reach and automation that it provides compared to Search Campaigns.

Keyword Search Campaigns are Google Ads that target users who are conducting a search for specific keywords related to your market audience’s needs. In the ongoing comparison of performance max vs search campaign, Keyword Search Campaign ads are displayed on Google’s website, which allows advertisers to determine when a user is ready to purchase.

Advertisers create Keyword Search Campaigns by selecting keywords, matching them with a specific type of likelihood, writing ad copy and determining a bid price. The keyword search campaign options also include the use of negative keywords, which help to control irrelevant traffic.

Since a user is actively searching for a service or product similar to what you provide, the Keyword Search Campaigns are highly effective for generating leads, driving sales, and achieving conversion-oriented goals.

Therefore, when comparing the effectiveness of both performance Max and Keyword Search Campaigns, especially in the context of performance max vs search campaign, Keyword Search Campaigns generally outperform performance Max in terms of accuracy, transparency, and predictability.

By understanding the differences between the different types of campaigns, advertisers will be able to make better informed decisions regarding what type of campaign best meets their needs. This clarity is especially important when evaluating performance max vs search campaign strategies.

Targeting:

Performance Max campaigns use both audience signals and machine learning through automation. Search campaigns use keyword search intent to determine which ads to show.

Level of Control:

Search campaigns provide marketers with the greatest amount of control by allowing them to manage bids, keywords and placements in a detailed manner. Performance Max reduces the control of marketers as control over bids is transferred to a computer.

Reach:

Performance Max campaigns have the capability to reach users on many different Google platforms, whereas Search campaigns only offer the ability to reach users within the Search Network.

Transparency:

Search campaigns provide advertisers with the most detailed information available on the search term report. Performance Max has only recently started to allow for more detailed reporting capabilities.

User Intent:

Search campaigns only capture and display ads to users who are already ready to take action; whereas Performance Max campaigns have the opportunity to reach users who are in different stages of the marketing funnel.

Based on the above criteria, it is easy to see how search campaigns and Performance Max campaigns differ in their performance, making the performance max vs search campaign comparison essential for advertisers.

The right type of campaign for you will vary based on your goals, budget and business model. Below is a table to help illustrate the best time to use each campaign type.

Overall, this table provides a guideline for determining when to use Performance Max vs Search campaign types and should be primarily based on your business strategy.

No single type of ad campaign has proven constant superior returns on investment over the others. As campaigns mature over time, Performance Max may provide a lower cost per conversion for eCommerce advertisers who have access to historically strong, relevant, and accurate data. The strength of Performance Max lies in identifying new audiences and driving additional conversions. 

While Search Campaigns generate higher quality leads, users searching for a product or service have a strong intent to purchase and are therefore more likely to convert. Although CPCs may be higher, the general trend in conversion rates among search advertisers is towards higher consistency and measurability.

Ultimately, ROI is determined by the alignment of the campaign with the advertiser’s objectives regarding the optimization process.

Yes, this is the recommended approach in most situations.

Leveraging both types of campaigns allows you to reach customers through every stage of their buying cycle. Performance Max helps you build awareness and interest, while Search campaigns help you convert customers who have already made up their minds to buy from you.

Having a balanced approach would typically include:

• Search advertising utilizing branded & high intent keyword targets.
• Utilizing Performance Max advertising for increased reach and sales.

If both campaign types are utilized properly, they can work together and enhance your overall performance max vs search campaign strategy.

• Using Performance Max without enough conversion data.
• Not utilizing Search Campaigns to target high-intent queries.
• Expecting instant success with Performance Max implementation.
• Setting campaign objectives without alignment to business goals.

Avoiding the above listed mistakes will support success into the future when running a performance max vs search campaign configuration and help you get the most out of both campaign types.

Use a performance max or search campaign based on your company’s objectives, spending, and the current state of your business. Understanding the difference in a performance max vs search campaign can help you decide which approach will work best. Performance Max is best for automation and scaling on many different channels. Search campaigns should still be part of any successful digital marketing effort, as they are focused on driving customers with intent.

For most companies, the best way to get results is to utilize both types of campaigns at the same time. An effective way to utilize both performance max and search campaigns will create a balance that maximizes overall visibility, click-throughs, and ultimately, returns on investment (ROI) when planning your performance max vs search campaign strategy.

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