People today move quickly between channels and devices. The consumer journey is almost always-on and rarely straightforward. Automation is one way auto dealers can meet customers at the right moment along the journey. Are you looking to stay ahead of shifting consumer behavior? Hoping to unlock incremental conversions from new places? Performance Max finds the optimal mix of Google Ads inventory and formats to help dealerships drive better results.

What Is Performance Max?

Performance Max is Google’s most recent advertising innovation. It’s a goal-based campaign type that allows advertisers to access all Google ad types from a single campaign. It’s designed to complement your keyword search campaigns to help you find more converting customers across all of Google’s channels like YouTube, Display, Search, Discover, Gmail, and Maps.

Dealers can enable Performance Max to:

• Drive performance based on specific conversion goals
• Deliver more conversions
• Optimize performance in real-time and across channels

Performance Max combines Google’s automation technologies across bidding, budget optimization, audiences, creative, attribution, and more. They’re all adjusted to your specific advertising objective (for example, if you have a conversion or ROAS target).

What's The Benefit For Dealers?

With Performance Max, you set one budget and a goal for your campaign. After that, you can feel confident your campaign will be optimized across all ad types with Google’s machine learning algorithm.

Whether you’re focused on increasing online sales, generating leads, or growing offline sales, Performance Max can help you achieve results in four ways:

1. Increase conversions and value: Automation optimizes your budget and bids across channels to help you capture new conversion opportunities in real time.
2. Find new customers: Unlock new audience segments with real-time understanding of user intent, behavior and context to show up in the right moments with relevant ads.
3. Gain richer insights: Performance Max campaigns are part of the Insights page — helping you understand how automation is working and how to improve your campaign.
4. Seasonality adjustments: There is now an option to tell your Performance Max campaign when it’s likely to see a peak in traffic and/or sales for a short period/event, such as a limited-time sales promotion.

PureCars & Performance Max: Taking Results To The Max

With our premier partnership with Google, we were able to execute an early pilot program to see how Performance Max fared for auto dealers. With a 9-store dealer group based in the Southeast region, we saw first-hand results from running Performance Max campaigns in tandem with standard Google search campaigns vs. standard search campaigns only. The test was conducted from August-December, 2021.

Performance Max campaigns proved to be more successful in:

CONVERSION EFFICIENCY

• 98% More Conversions
• 136% Higher Conversion Rate

COST EFFICIENCY

• 80% Lower Cost per Conversion
• 60% Lower Ad Spend
• 53% Lower Cost Per Click

Combining both standard Google paid search campaigns with Performance Max was a success for this dealer group. Significant gains in sales, revenue, and leads were made August through December 2021 vs. 2020.

• 500% YOY Increase in lead volume
• 13% Increase in sales
• 27% Increase in revenue

Performance Enhancing Digital Advertising

If you’ve always wanted to take advantage of the entire Google Network, this is your opportunity to do just that. Performance Max takes your keyword-based search campaigns to the next level as machine learning serves the right ads to the right people at the right time.

Performance Max makes it possible for auto dealers to maximize reach, drive traffic and sales, and uncover actionable insights to improve campaign performance.