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Sinds medio 2021 heeft Google namelijk weer wat nieuws bedacht; Performance Max. Deze campagne vorm zal in de loop van de tijd de Smart-Shopping campagne vorm volledig gaan overnemen. Na een uitrol waarin eerst een beta-versie beschikbaar werd voor grote accounts, is de tool nu voor iedereen beschikbaar. Performance Max; de toekomst van Google Ads?
\nDit lees je in deze blog
\n- \n
- Google ads met machine learning \n
- Wat houdt Performance Max in? \n
- De eerste resultaten van Performance Max \n
- Performance Max; de toekomst van Google Ads? \n
Google Ads met machine learning
\nDe reden voor veel van deze veranderingen is het steeds slimmer worden van het Google-algoritme, ook wel machine learning genoemd. Waar de online marketeer enkele jaren geleden nog bijna alles zelf in moest stellen om een campagne werkend en succesvol te krijgen, neemt het machine learning van Google tegenwoordig in steeds meer gevallen de operationele rol in handen.
\nWat houdt Performance Max in?
\nPerformance Max kan omschreven worden als een soort ‘one-stop shop’ op het gebied van adverteren. Aan de hand van de opgeleverde materialen – denk hierbij aan teksten, video’s en afbeeldingen – gaat Google zelfstandig aan de slag om de meest relevante combinaties te maken. Ook op het gebied van plaatsingen heeft Performance Max een brede insteek, waarbij bijna alle online kanalen geraakt worden. Hier een overzicht van de kanalen waar een Performance Max campagne op te vinden is:
\n- \n
- Google Search en zoekpartners \n
- Google Display-netwerk \n
- Discover \n
- Gmail \n
- YouTube en andere videokanalen \n
- Google Maps \n
Creëer een sterke 'digital appearance'
\nNu Performance Max al enkele maanden voor iedereen beschikbaar is, komen ook de eerste resultaten langzaam maar zeker binnen druppelen. Over het algemeen zijn deze resultaten uiterst positief. Bij veel bedrijven levert de Performance Max een veel hogere Return on Ad Spend (ROAS) op dan standaard Shopping of Smart-Shopping campagnes. De resultaten hierbij lopen uiteen van 20% hoger tot meer dan 100% hogere ROAS!
\nHierbij moet wel de kanttekening gemaakt worden dat de beste resultaten behaald worden door e-commerce bedrijven en andere bedrijven met een webshop. De resultaten van B2B ondernemingen zijn tot nu toe een stuk minder rooskleurig. Het sturen op leads lijkt in de huidige vorm nog niet geoptimaliseerd en het is afwachten of we hier in de toekomst verbeteringen in te zien krijgen.
\nPerformance Max; de toekomst van Google Ads?
\nOf al geconcludeerd kan worden dat Performance Max de toekomst is van Google Ads is misschien nog een beetje voorbarig, maar dat het er vooralsnog goed uitziet is duidelijk, zeker voor webshops en e-commerce bedrijven. Voor B2B bedrijven is het nog de vraag of er extra optimalisatiemogelijkheden komen. Tot die tijd zullen dit soort bedrijven misschien toch nog even andere campagne vormen moeten gebruiken.
\nConclusie
\nPerformance Max is een makkelijke manier van het inzetten van Google Ads. Je hoeft namelijk alleen teksten, video’s en afbeeldingen op te leveren. Google gaat hier vervolgens zelfstandig mee aan de slag om de meest relevante combinaties te maken. Het wordt nu al door veel bedrijven gebruikt, maar de voorspelling is dat Performance Max in de toekomst nog een grotere rol zal gaan spelen.
\nPerformance Max; de toekomst van Google Ads?
14 juni 2022
Redactie Heroes
Dat Google niet vies is van wat opschudding in de structuur van Ads is de laatste jaren al vaker gebleken. Expanded Text Ads kwamen, en vertrokken enkele jaren later weer. Daarvoor in de plaats kwamen Responsive Text Ads. Shopping campagnes deden hun intreden, maar zijn inmiddels ook alweer passé. Hiervoor in de plaats kwamen zogenoemde ‘Smart’-Shopping campagnes, maar ook deze gaan binnen afzienbare tijd weer de prullenbak in.
Sinds medio 2021 heeft Google namelijk weer wat nieuws bedacht; Performance Max. Deze campagne vorm zal in de loop van de tijd de Smart-Shopping campagne vorm volledig gaan overnemen. Na een uitrol waarin eerst een beta-versie beschikbaar werd voor grote accounts, is de tool nu voor iedereen beschikbaar. Performance Max; de toekomst van Google Ads?
Dit lees je in deze blog
- Google ads met machine learning
- Wat houdt Performance Max in?
- De eerste resultaten van Performance Max
- Performance Max; de toekomst van Google Ads?
Google Ads met machine learning
De reden voor veel van deze veranderingen is het steeds slimmer worden van het Google-algoritme, ook wel machine learning genoemd. Waar de online marketeer enkele jaren geleden nog bijna alles zelf in moest stellen om een campagne werkend en succesvol te krijgen, neemt het machine learning van Google tegenwoordig in steeds meer gevallen de operationele rol in handen.
Wat houdt Performance Max in?
Performance Max kan omschreven worden als een soort ‘one-stop shop’ op het gebied van adverteren. Aan de hand van de opgeleverde materialen – denk hierbij aan teksten, video’s en afbeeldingen – gaat Google zelfstandig aan de slag om de meest relevante combinaties te maken. Ook op het gebied van plaatsingen heeft Performance Max een brede insteek, waarbij bijna alle online kanalen geraakt worden. Hier een overzicht van de kanalen waar een Performance Max campagne op te vinden is:
- Google Search en zoekpartners
- Google Display-netwerk
- Discover
- Gmail
- YouTube en andere videokanalen
- Google Maps
Creëer een sterke 'digital appearance'
Nu Performance Max al enkele maanden voor iedereen beschikbaar is, komen ook de eerste resultaten langzaam maar zeker binnen druppelen. Over het algemeen zijn deze resultaten uiterst positief. Bij veel bedrijven levert de Performance Max een veel hogere Return on Ad Spend (ROAS) op dan standaard Shopping of Smart-Shopping campagnes. De resultaten hierbij lopen uiteen van 20% hoger tot meer dan 100% hogere ROAS!
Hierbij moet wel de kanttekening gemaakt worden dat de beste resultaten behaald worden door e-commerce bedrijven en andere bedrijven met een webshop. De resultaten van B2B ondernemingen zijn tot nu toe een stuk minder rooskleurig. Het sturen op leads lijkt in de huidige vorm nog niet geoptimaliseerd en het is afwachten of we hier in de toekomst verbeteringen in te zien krijgen.
Performance Max; de toekomst van Google Ads?
Of al geconcludeerd kan worden dat Performance Max de toekomst is van Google Ads is misschien nog een beetje voorbarig, maar dat het er vooralsnog goed uitziet is duidelijk, zeker voor webshops en e-commerce bedrijven. Voor B2B bedrijven is het nog de vraag of er extra optimalisatiemogelijkheden komen. Tot die tijd zullen dit soort bedrijven misschien toch nog even andere campagne vormen moeten gebruiken.
Conclusie
Performance Max is een makkelijke manier van het inzetten van Google Ads. Je hoeft namelijk alleen teksten, video’s en afbeeldingen op te leveren. Google gaat hier vervolgens zelfstandig mee aan de slag om de meest relevante combinaties te maken. Het wordt nu al door veel bedrijven gebruikt, maar de voorspelling is dat Performance Max in de toekomst nog een grotere rol zal gaan spelen.


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