The perfect time to set up Performance Max campaigns

Performance Max (PMax) campaigns in Microsoft Advertising are the optimal way to help advertisers reach more customers with the right message at the right time with our industry-leading AI. We’ve recently covered how the automated campaign type is working for advertisers, and highlighted how it’s the best way to ensure advertisers are showcasing their ads in Copilot chat: for example, in initial data from the original Copilot launch, we saw that Performance Max increases click-through rate of multimedia ads by 13% in Copilot and impression share by 24%.

With the holiday season upon us and how we’re now transforming audience engagement in our new and improved Copilot, there’s truly never been a better time to get set up for Performance Max campaigns. And with the help of Copilot in Microsoft Advertising Platform, it’s also never been easier to get started!

Here are a few videos to help you get started, first by using the power of Copilot to add assets to your Performance Max campaign:

Once you’ve uploaded assets for your Performance Max campaign, there’s a series of steps to set your targeting, campaign details, and budget. Check out this video to prepare for success with your Performance Max campaign.

While the workflow to get started with Performance Max has never been easier, note that you can also import Performance Max campaigns from Google Ads.

Performance Max: Tips and recommendations

As you set up your Performance Max campaign, here are some additional best practices and considerations to keep in mind:

• Campaigns should receive their first impressions within three days (for retail campaigns) or four days (for non-retail campaigns) after enablement.
• The campaign learning period can take two to four weeks or two to three conversion cycles to stabilize, depending on factors such as volume, duration of conversion cycle, and external factors such as seasonality.
• Ensure you have enough budget to not be constrained. A right-size budget will allow for more data for better optimization and insights, faster learning, and more available reach.
• Performance Max campaigns can begin learning either with or without a Target CPA/ROAS to start, as targets can be a helpful baseline signal for the campaign. If you choose to include a target, start with a less restrictive goal (based on other campaign targets within your account) to enable faster learning. Make small incremental changes as the campaign ramps.
  • It’s not recommended to change the target frequently, wait a couple of weeks before updating.
  • Leverage the bid landscape tool for suggested bid targets based on historical data and market conditions.
• Add as many assets as possible and ensure auto-generated assets are turned on.
• Add search themes and audience signals. Remarketing, custom audiences, and customer match are some of the strongest signals for Performance Max.

Conclusion

When preparing for the holiday season, consider Performance Max and how it can deliver results for you within your budgets. Research shows Performance Max can significantly boost performance, achieving 2.6x more site visits and 4.2x more conversions compared to those not exposed to PMax.¹

Take a look at the holiday season marketing playbook for 2024 if you haven’t already!

Additionally, when you’re thinking about optimizing to run ads in Copilot, think Performance Max: this AI-powered campaign type creates the opportunity to provide the greatest number of assets and variables to match ads to consumer intent, which gives Copilot the most to work with and match your ads to the right customers at the right time.

We hope the above resources get you set up for success for this holiday season. Get in touch with your Microsoft Advertising representative or schedule a consultation with our team of experts today.

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