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Performance Max Google campaigns launch to all advertisers

Inska Builds Brands:

Performance Max Google campaigns launch to all advertisers

 
 
 
 
 
 
 
 
 
 
Google’s channel logos in a circle.

 

 

 

In an unpredictable year, change has been a reliable constant. And we’ve seen this clearly in online consumer behavior. For example, Google Image searches for “yard landscaping ideas” have grown globally by over 80% YoY1  as people look for more ways to spruce up their homes. Meanwhile, searches for “best all-inclusive resorts” have grown globally by over 200% YoY2  as people get inspired to travel again.

Thankfully, advertisers don’t have to predict the future to be ready for it. If change is the challenge, automation is the solution businesses and agencies are using to stay ahead of ongoing shifts in consumer demand. Last year, we introduced Performance Max campaigns as a new way to buy Google ads across YouTube, Display, Search, Discover, Gmail and Maps from a single campaign. They complement your keyword-based Search campaigns to help you grow performance across Google’s full range of advertising channels and inventory.

After strong beta results, Performance Max campaigns will roll out to all advertisers around the world starting today. They will also become the next generation of Smart Shopping and Local campaigns, which will both upgrade to Performance Max next year

Illustration of six mobile devices lined up next to each other, each showing a different ad example across Google’s channels. From left to right, they show ads on YouTube, Display, Search, Discover, Gmail and Google Maps. Above the phones are the logos for each.

Performance Max campaigns help you increase conversions across Google’s full range of advertising channels and inventory.

Find more customers where they are

Consumers are moving seamlessly between online experiences to find buying inspiration. 70% of U.S. shoppers report buying from a brand after seeing it on YouTube,4 and 91% of Google feed users say they took some kind of shopping or product-related action immediately after discovering new products, services or brands on their feed.5

Performance Max allows you to promote your business across all Google Ads inventory. As a result, you can show up for more customers and drive more conversions based on your goals. In fact, advertisers that use Performance Max campaigns in their account see an average increase of 13% total incremental conversions at a similar cost per action.6 Whether you’re focused on increasing online sales, generating leads, or growing offline sales, Performance Max helps you achieve your goals in four main ways:

1. Increasing conversions and value: Automation optimizes your budget and bids across channels to help you capture new conversion opportunities in real time

As an insurance leader in a highly competitive market, Allianz Spain strives to get the most out of its marketing budget by improving the efficiency and profitability of its advertising. Partnering with its agency Jellyfish, Allianz used Performance Max campaigns to increase qualified car insurance leads by 15% at a lower cost-per-lead compared to generic Search campaigns.

2. Finding new customers: Unlock new audience segments by using Google’s real-time understanding of user intent, behavior and context to show up in the right moments with more relevant ads.

Deezer, a global music streaming service, is constantly experimenting with new features and fluidly allocating budgets to different marketing strategies in order to generate subscription growth. Deezer is an app-first advertiser but was looking to scale web subscriptions and reach new customers across media channels. Performance Max helped Deezer and its agency Artefact increase subscriptions by 28% on the web path at a 15% lower cost-per-subscription compared to the app path. 

Performance Max can be activated quickly and at scale to optimize the web journey and drive more subscriptions. It delivers strong targeting signals for a more competitive CPA and dynamic budget optimization by channel. Guylain Meykieche, Head of Global Media Strategy, Deezer

3. Gaining richer insights: Performance Max campaigns are now part of the Insights page to help you understand how automation is working and how you can improve your campaign. Using the Combinations report, you can also see how your top-performing assets are being combined to build creatives.

4. Working together with automation: Steer automation by providing high-quality creative assets and sharing your expertise about which audiences are most likely to convert.

As part of its global expansion, SAIC-MG Motors used Performance Max campaigns to enter a strategic and highly competitive automotive market in Vietnam. By inputting custom segments and previous website visitors as audience signals, the brand helped speed up automation’s ability to optimize results while allowing Performance Max to find new customers. This led to a 39% increase in test drive leads at an 83% lower cost-per-lead compared to the account average. Performance Max is now part of SAIC-MG’s core media strategy. The results from Performance Max campaigns were amazing. They helped us enter a new market to grow potential customers in a short period. We’d like to roll out Performance Max to other markets as well!Evelyn Zhao SEA Regional Marketing Manager, SAIC-MG Motors

 

Get new features designed for retailers and local marketers

Performance Max campaigns allow retailers and local marketers to access new ad inventory and formats not currently available with Smart Shopping or Local campaigns — including on channels like YouTube, Search and Discover. To help you increase sales, Smart Shopping and Local campaigns will both upgrade to Performance Max in 2022. We’ll work closely with you and your partners to get feedback and build the right tools to help you easily transition your campaigns. Stay tuned for more information early next year.

We know the holidays are a critical time of year for your business. You should continue using Smart Shopping and Local campaigns to reach more shoppers across online and in-store experiences this holiday season. However, when the time is right for your business, you can start testing Performance Max campaigns before next year’s campaign upgrades.

Furniture retailer Joybird was seeing great success driving online sales with Smart Shopping campaigns. To take its automation to the next level, Joybird and its agency Go Fish used Performance Max to help deliver 95% in revenue lift at a 40% higher ROI. Not only did Performance Max outperform our previous Smart Shopping campaigns, but it also took our efficiency to the next level, and allowed us to grow our revenue in a more profitable way.Eric Tsai VP of Marketing and Business Development, Joybird

Online retailer microspot.ch was experiencing rising market competition across their core area of consumer electronics. As a result, they tested Performance Max to drive additional sales and increased revenue by 40% compared to Smart Shopping campaigns. Performance Max became such a significant contributor towards our marketing objectives that we are now planning to roll it out across all of our accounts.Simon Achermann Head of Online, microspot.ch

In the next few months, we’ll introduce new features in Performance Max specifically for retailers and businesses with store locations. For example, you’ll have the option to focus your campaigns to exclusively optimize for new customer acquisition. If you’re a retailer with a local inventory feed, you’ll also see new Search and Maps ad formats powered by your products to help drive more foot traffic to your stores.

Upgrading Smart Shopping and Local campaigns to Performance Max next year will help you get more value from Google Ads while simplifying the number of campaigns you use to achieve your goals. We’ll continue investing in Performance Max and improving our automation technology over time to help you get better results.

To set your Performance Max campaigns up for success, check out our new best practices guide and video. You can also take the Skillshop e-learning course for Performance Max campaigns to get more tips on how to use them to their full potential. And explore the Demystifying Automation interactive demo to learn how different automation technologies can supercharge your marketing capabilities.


1. Google Data, Global English, Jun 22, 2021 – Aug 20, 2021 vs Jun 22, 2020 – Aug 20, 2020
2. Google Data, Global English, Jun 22, 2021 – Aug 20, 2021 vs Jun 22, 2020 – Aug 20, 2020
3. In Europe, Performance Max campaigns can be used with any Comparison Shopping Service (CSS) you work with. The ads will show on general search results pages and on any other surfaces the CSS has opted in to.
4. Google/Talkshoppe, US, whyVideo study, n=2000 A18-64 Genpop video users, Feb 2020
5. Google/Ipsos, Google Feed Consumer Insights, June 2020, Online survey. Americans 18+ who made a discovery on at least one Google feed (feeds defined as Google app, Chrome app, YouTube, Gmail) on a mobile device. Base: Feed users n=1,053
6. Google Data, Global, Ads, July – September 2021

 

All credits to Eduardo Indacochea, Sr. Director, Product Management 

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Business Design Hints & Tips Industry News

The Power of Print

Inska Builds Brands:

The Power Of Print

Our post-pandemic world is constantly evolving and increasing digitally, but some things have a timeless resonance — like the power of printed media. When it comes to sharing information, connecting with others, and establishing your brand in a B2B world, print is hard to beat.

Somewhere between the dawn of the Internet and the age of social media, business generally lost its faith in print marketing. Now, 66% of customers feel overwhelmed and turned off by an endless barrage of online ads. Online marketing has created its own worst nightmare – and a prodigal industry is having a change of heart. 

As a response to changed pandemic lifestyles where much of our day is working and socializing in an online world, people are spending more time with print. Print is ideal for Brand investment given it’s inherently more trusted than digital channels, delivering more recall and response than its digital equivalent. 

You may have given up on paper, but paper has never given up on you. Quality printed marketing is an important part of the B2B buyer journey, especially to build Brand trust and recognition; supported by digital campaigns and a dynamic, engaging website. Here are seven reasons every business owner should believe in the power of print!

It’s Competitive.

The web bandwagon has been very successful; even big publications like Newsweek have made the switch to digital-only. But in a world plagued by ad fatigue, more of the same may not be all that’s needed to give you an edge. Print material is like a breath of fresh air, and not just to your customers! Your marketing team will take great pride in a quality printed assets,  without the pressure of standing out in an oversaturated medium. Despite many elements of our lives going digital, no email or online ad can ever take the place of stunningly executed, physical printed brochure.

The same logic applies when it comes to making a powerful impression for your business. Build your Brand to create a meaningful and lasting connection with your customers with clear, smart designwork and beautifully printed materials! Research shows that print is well worth the investment — according to a study by the Direct Marketing Association, spending $1.00 on print advertising can generate an average of $12.57 in sales.

It’s Tangible.

Studies show that customers are 70% more likely to remember the printed marketing they received than one they saw online. That’s because print literally puts your brand in the customer’s hand, gaining their complete engagement and taking up physical space in their home, office or store. A web page disappears with the click of a button, but a brochure can see a month’s worth of foot traffic just by sitting on a table. The physical nature of print also offers it a level of credibility – if the content is permanent, it must be important, thoughtful and true. Brands should consider spend more money on print because it offers a tangible, human experience- the value of the marketing mindset lies in taking the human perspective, not the spreadsheet perspective. 

It Builds Trust.

Many Businesses and Customers trust print ads when making a purchase decision, especially in the B2B marketplace. Sure, the ease of publishing on digital channels makes it easy to reach a wide audience, but it also leads to increased levels of misinformation and untrustworthy content on the internet. By contrast, printed materials are still considered trustworthy by the majority of consumers. The quality of the paper, the texture, the look and feel- even the scent- create a rich experience with your Brand that when done right, translates to communicating trustworthiness and quality without needing to be said. 

It Creates Meaningful Moments.

A customer’s interaction with print is known as having ‘Moments with meaning’, compared to the ‘Micro moments’ they have with digital media. While micro-moments have the advantage of being measurable and monetised, moments with meaning provide greater engagement, higher quality content and a shared experience, ultimately leading to greater brand success. Great analogies those experiences of meaning moments is automatic opening doors replacing real doormen, and the value of paper invites compared to email.

It’s Adaptable.

Print is not the fossil it’s made out to be; in fact, it’s totally compatible with modern marketing technology! A creative print campaign can lead your customers to your website, social media account, or to send an email, and many businesses correlate their print and web designs for a cohesive brand. The back of a business card or brochure is also a perfect place for a QR code linked directly to your mobile platform. 

It’s Professional.

Nothing says “we’re here to stay” like personalized print materials. They reflect a business that’s polished and established, showing your customers that you’re invested, mindful, and creative when it comes to your brand. These days, anyone can create a website for free – with nearly 600 sites going live per minute, print lets consumers and competition know you’re the real deal, not a dime a dozen.

It’s Creative.

When innovative design meets provocative content, people can enjoy consuming advertising – and there’s no better medium than print to make it happen. We’re very visual creatures. A large percentage of the human brain dedicates itself to visual processing so we’re easily absorbed and engaged with the creative elements of graphics & imagery. Our love of images lies with our cognition and ability to pay attention, combined with the physical on-paper experience of print with touch, feel and fold. Tangible material gives designers a whole new dimension to work with, allowing for unique textures and shapes that emphasize your brand. Content marketing works online, but for real resonance, let your customers pick up your print messaging and engage with the copy on a deeper level. A great printed work can feel like a magazine, associating your business with a lasting piece of art.

Demonstrate your commitment to brand quality by partnering with Inska Creative team,  who can help you get the job done right. Its important to remember that the quality and graphics of print materials are the most important to represent your brand and capturing the client’s attention. 

Your Inska Strategic Account Manager can help you plan, design and print:

• Brochures

• product guides, 

• catalogues, 

• capability statements 

• Corporate Profiles

• brand stationery

• Calendars & Charts

• Product packaging

To help you accomplish your business goals. Call Inska today to get started!

 

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