First, Meta* has become a serious competitor. Like Google, Meta* covers major online platforms, especially Instagram and Facebook, which are significant in terms of advertising placement. Meta* also offers a much simpler user interface for marketers. Performance Max aims to give marketers the same breadth and ease of setting up campaigns.
The second reason for the change is that Google has unsold whatsapp number list ad inventory that it wants to use. Ad spaces on YouTube and the Display Network are not being used, even though these placements receive a lot of traffic and represent a real opportunity for advertisers. Google is looking to make it easier for marketers to use this opportunity and increase the fill rate of ad spaces.
Finally, Performance Max is a chance for Google to continue training its machine learning algorithms. When you use a new campaign variation, you help teach the system what makes an ad effective. So the more you use it, the more effective it becomes.
There’s now even less of a difference between Google Ads and social media marketing. The formats are more similar in style: for example, you can now create display ads with photo carousels based on the sponsored post template on Instagram.
Search and social advertising are also closely linked in the buyer’s journey. Imagine seeing an ad for a product on Instagram several times. You don’t click on the ad, but the brand name sticks in your mind. When you decide a few weeks later that you want that product, where do you go? For most people, the answer is Google. While social media may be the first touchpoint, the buyer’s journey often ends with a conversion from Google.
Social marketers should use Google as part of an integrated advertising strategy. Performance Max simplifies this process because now you only need to set up one ad campaign to cover the entire Google network.
