What is the P-MAX campaign? A simple explanation of the features and benefits of using it

Are you wondering, “What makes the P-MAX campaign different from other campaigns?”

This article provides an easy-to-understand overview of the P-MAX campaign.

P-MAX campaigns may become necessary for some companies to conduct web advertising operations in the future.

Check out this article to see if this is the campaign you need.

What is the P-MAX campaign?

P-MAX campaign is a Google Ads campaign that can be optimized based on set goals.

Performance Max campaigns launch to all advertisers

There are two major features.

Let’s check them out one by one.

Feature 1. Ads can be displayed on any page of Google Ads

Just by using one P-MAX campaign, you can distribute ads to various pages of Google Ads.

The channels that can be posted are as follows.

Originally, Google requires you to create a campaign for each type of ad.

However, with P-MAX Campaign, you can manage your ads all at once, so there is no need to create multiple campaigns.

Feature 2. Automate and optimize advertising operations using AI

P-MAX Campaign allows advertising optimization and automation using AI.

As mentioned above, Google requires you to create a campaign for each type of ad.

At that time, the campaign will be dispersed, so it may not be possible to secure a sufficient amount of data.

However, with P-MAX campaigns, you can manage multiple ads at once, making it easier to secure the amount of data, making it easier to optimize your ads.

Benefits of P-MAX campaign

The P-MAX campaign has the following three benefits.

You can reduce the effort and time of ad management.

1. Ads can be displayed to a wide range of users

By using P-MAX campaigns, you may be able to deliver ads to users you have not reached before.

This is because you can deliver ads to all aspects of Google Ads and reach a large number of users.

Since you can display your ads to a wide range of users, your ads may be seen by users who are close to converting.

2. You can operate operations that easily lead to results.

In the P-MAX campaign, AI automatically optimizes ads.

This is because multiple ads can be managed in one campaign, making it easier to collect operational data and making it easier for AI to learn.

Based on the goals (conversions) set by the advertiser, the system automatically improves performance across channels at all times.

Therefore, it is said that advertising results are likely to improve.

3. Reduce the effort and time of advertising management

AI enables advertising optimization and automation, reducing the effort and time advertisers spend on operations.

For traditional advertising, you must enter information such as targeting and budget for each campaign.

However, with the P-MAX campaign, AI automatically delivers ads to the distribution page effectively and controls the budget.

The ability to reduce the amount of effort and time advertisers have to operate this service is a major benefit.

Disadvantages of P-MAX campaign

There are three disadvantages to the P-MAX campaign:

1. Unable to make detailed settings

P-MAX campaigns can be automatically optimized, but the disadvantage is that it is difficult to make detailed adjustments by humans.

Basically, there are two things that people can adjust:

Ad management is left to AI, which is a disadvantage if you want to understand and operate ads in detail.

2. It is difficult to understand what led to the results

Compared to existing ads, P-MAX campaigns have less information on performance reports.

Google announced the launch of placement reports in January 2022, but there is not much information necessary for analysis, such as the number of clicks cannot be confirmed.

Therefore, it tends to be difficult to understand what led to advertising results.

However, since the P-MAX campaign has many functional improvements, there is a possibility that there will be more report content in the future.

reference:Google Ads launches placement reports for Performance Max campaigns

3. Unable to narrow down the target

Please be careful as you cannot narrow down your targeting.

Users can be listed using an item called “audience signals,” but it is not necessarily possible to display ads to users in the list.

This is accurate enough for AI to use as a reference for audience candidates.

This may be a disadvantage for companies that want to perform detailed targeting.

In what situations is it best to use the P-MAX campaign?

The P-MAX campaign is suitable for use in conjunction with an existing campaign.

This is because ads are improved using machine learning, so it is difficult to see results immediately after starting a campaign.

Google’s official information also recommends using it in conjunction with campaigns that are already running.

reference:Achieve your goals with P-MAX, which lets you take full advantage of Google’s diverse advertising channels – Google Ads Help

P-MAX campaign setting procedure

This chapter explains the P-MAX campaign settings.

Below is the setup flow.

Let’s check them one by one.

reference:Create a P-MAX campaign – Google Ads Help

step 1. Create a campaign

Let’s go into your Google Ads account and create a new campaign.

Click “Campaign” on the left menu → “+” → select “Create a new campaign”

Set your campaign goals.

The red frame in the image below is eligible for the P-MAX campaign.

*If you do not have a clear goal, please select “Create a campaign without specifying a goal”.

Select “P-MAX” as the campaign type → enter the campaign name → click “Continue”

Step 2. Setting budgets and bids

Set your budget and bid strategy in “Budget and Bid.”

Please enter the average amount of expenses per day for your budget. (*The average daily budget can be changed at any time.)

Bidding strategies can be set by selecting “Conversion” or “Conversion value” in the “Bidding setting” section.

This is optional, so set it as necessary.

Step 3. Regional and language settings

In the campaign settings, set the region where your ads will be displayed and the language used by users.

Step 4. Creating an asset group

Let’s create an asset group.

Below are recommended guidelines for assets.

assets	Recommended guidelines
ad headline	Up to 30 half-width characters (15 full-width characters) x maximum of 5
long heading	Up to 90 half-width characters (45 full-width characters) x maximum of 5
Explanatory text	short description Up to 60 half-width characters (30 full-width characters) x 1 long description Up to 4 half-width characters (90 half-width characters) (45 full-width characters)
call to action	Enter your business or brand name
image	Add up to 15 items
logo	Add up to 5 items
movie	Add up to 5 items
Ad URL options	Choose a different final URL for mobile

Step 5. Ad display option settings

Ad display options are optional features that increase the amount of information that can be displayed in ads.

By using options, you can provide users with more information such as your company’s address, phone number, and product prices.

Ad display options can be set in “Other asset types”.

Step 6. Advertising publication

Once all settings are complete, let’s do a final check.

If you’re happy with the content, click “Publish Campaign” and you’re done.

Success story using P-MAX campaign

Here are some examples of actual results achieved using the P-MAX campaign.

The following example is from Google’s official blog:

reference:Get ready for the holiday season by upgrading to P-MAX

Case 1. Rothy’s

Rothy’s is an American retail company.

We mainly sell shoes with low heels, such as low pumps and sneakers.

The P-MAX campaign introduces products with a wide variety of images and videos.

Industry	Retail (shoes, bags, etc.)
Achievements	60% increase in conversions 59% increase in revenue

Case 2. Casetify

Casetify is a company that sells smartphone cases for all types of models.

The P-MAX campaign used creatives that emphasized the products.

Industry	Retail (smartphone cases, earphone cases, etc.)
Achievements	Conversion rate increased nearly 3x CPA (cost per conversion) 68% reduction

[Summary] Understand the basics of P-MAX campaign and connect it to advertising results

In this article, we provided an overview of the P-MAX campaign.

P-MAX Campaign is an advertising campaign that allows you to distribute ads on various Google Ads pages with one campaign.

Since you can display ads on any page, you may be able to reach users you have not reached before.

In addition, AI machine learning enables automatic advertisement optimization, which has the advantage of reducing the effort and time of advertising operations.

If you are interested in the P-MAX campaign, we recommend giving it a try.

However, if you do not think about advertising operations just because advertising optimization is possible, you may end up losing money in some cases.

Therefore, in addition to entrusting advertising operations to AI, ad operators should also acquire the minimum operational knowledge.

If you have any concerns about advertising operations, please feel free to contact our staff using the button below.