Performance Max campaigns is the latest product that Google has been encouraging marketers to use in an effort for us to start committing to using AI, machine learning and automation. For someone who has always been loyal to more manual-based strategies and just scratched the surface of what automated bidding can do, the thought of Performance Max initially was met with some hostile and very sarcastic comments from myself.
At first, this campaign type felt like I would be letting go of any element of control that I have over my client’s campaigns and leaving it all in the hands of Google’s ever-evolving algorithms.
But since these campaign were unleashed to the wider market and using them daily on a range of accounts, I think it’s time I compiled my thoughts and shared them with fellow digital marketers who, like me, are still sceptical about Performance Max and Google’s AI in general.