Google’s Performance Max Taught Me This Advertising Lesson
Google’s Performance Max Taught Me This Advertising Lesson
Have you ever run ads for your business? Most people I ask answer a no and that was my answer too till sometime ago. Ads are hard to crack but they are becoming easier and advertising is going out of your hands into the hands of AI.
That is the trend I am seeing over the period of the last many months. Select any platform you want, customization options are going away.
You are getting less and less control over who you are targeting. You are getting less and less control over who’s responding. The platforms want you to just publish your ads, connect your website, and move away.
Everything will be handled with AI
Anytime I log into an ads platform now, I see a strong push to let the platform take control.
Google Ads even created a product that’s fully AI-run. It’s called “Performance Max." It doesn’t let you qualify an audience. All you can do is give it ‘signals’. The AI decides what to do with them.
It just runs on full autopilot.
Is it working? Yes.
I’ve started using some of the features and I don’t see a huge drop in the effectiveness of the ads. That’s personal, but I’ve seen a bigger sign at the community level.
There are less people advertising their ad-running skills, fewer coaching programs, and fewer professionals offering to run your ads for you for a fee.
It’s clear that running successful ads is now less about skill and more about the offer.
The new advertising paradigm looks like this – Trust AI to give you the audience, just make sure your offer works.
Your offer should really be compelling
Pages should be well designed, well written, not spammy and should make the user want to take out the card!
That’s what it’s about now. Not trying to find that secret combination of audience attributes that will just magically get buyers to your landing page.
Put that same focus on the offer and things will start looking up.
One tip - This doesn’t happen very quickly. Ad algorithms take time to ripen and your initial ads will not convert very well. Over time the algo will learn to identify who is a good fit for your business and then conversions get better.
Of course, you have to keep tweaking your offer and your landing page to convert the best that you can.
Do this and you will be able to create a viable income stream even with paid ads.
So, here’s my big question – What can you sell online to people who show up to your landing page?
- Does that product stand out? Have you studied the competition?
- What can you do to make sure your prospect doesn’t bounce. Offer? Price? Features?
- Did you grab that lead? Sometimes buyers don’t buy in the first go. You need to nurture them.
- Have you set up your retargeting pixels? Retargeting is cheap, you must do it every single time.
If you have the budget, a product and a sales pipeline… It’s time to get going.
Need help? You can always reach out 🙂
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Of Teknikforce
