Overview:

One of the biggest differences between Performance Max and all the other types of Google Ads is automation. Indeed, many users and entrepreneurs use automation as it's fast and efficient too. However, the downside to this is that it takes away personalization. It doesn't allow you to humanize your brand or employ creative strategies to use to improve your campaigns.

In this article, TGQ’s host, Ted, talks bout just that. He shares how you can improve your Performance Max ads and make the most out of your campaigns.

Learn the following:

• Image Assets
• Video
• Ad Copy
• Optimization

KINDS OF IMAGES YOU CAN USE

There are several kinds of images you can use for your campaigns to capture the attention and retain the interests of your buyers. Here are a few.

Video Best Practices

The rule of thumb in doing videos is to match your videos with the audience signal and listing groups. The videos should also be longer than 10 seconds and add as many videos as you can to test out which one world best.

Other tips are as follows: 

• Test voice-over videos over live action
• Remember, video attribution isn’t great on Performance Max because it’s mainly a click network. 
• Opt out of the video network if you don’t have any videos. However, having videos is still much better.

The ABCs in Video Creation

Attention

Branding

Connection

Direction

• Attention. Make use of a good hook. You can start your ad in the middle of the action, or open with a close-up. Use audio inputs like music, voice-overs, and sound effect to create a rich, sensory experience. These things keep people interested. Get to the heart of the story fast. Reinforce your message with audio and test. Avoid using competing elements. 
• Branding. Regardless of any kind of shot, make sure to always show your brand. But, don’t overdo it. Use graphic elements, voice-overs or musical treatments. Work your brand identity into your video story.
• Connection. Help people think or feel somethingHumanize your story. Lean into emotional levers with storytelling techniques, such as humour or surprise. Always focus on the message. Be very engaging. 
• Direction. Ask them to take action. A written call to action, graphics, audio, or even a scene from your story can help guide the customers to make decisions

Using Voice-Overs

• 7 voices (4 male and 3 female) in English (US)
• Filipino, French, Hindi, Indonesian, Korean, Malaysian, Mandarin, Spanish, and Swedish To do this, go to your Google Ads  > Tools and Settings > Asset Library > Click on the + button > click on the video and select the video. Just follow the prompts and input the necessary information for your voice-overs.

Live Action Videos

• These kinds of videos are recordings of either still or moving objects. Often, it’s about real people and real locations, rather than creating things digitally.
• Live-action videos are typically more expensive than voice-overs and other types of creative videos.

YouTube Shorts

• Shorts are shortform videos on YouTube platform. You can use this as ads.
• It’s perfect for targeting those who often use mobile devices. Also, short-form video engagement are goring. So, take advantage of the hype.