Google released comprehensive answers to the most frequent questions about Performance Max, based on feedback from webinars, advertiser roundtables, and account team interactions.
The big picture. Performance Max has become a central piece of Google’s advertising ecosystem, but marketers have expressed concerns about its “black box” nature and effectiveness across different business goals.
Why we care. As advertisers grapple with Google’s AI-powered Performance Max campaigns, the company addresses crucial questions about transparency, lead quality, and campaign optimization. With some of their latest updates released this year, Google has made new updates to this guide that they started creating last year.
Key concerns addressed:
Channel-level reporting transparency
Lead quality optimization
Brand safety and guidelines
Campaign structure best practices
Branded query control
Creative requirements, including video assets
Customer acquisition vs. remarketing
Geographic targeting
Integration with Demand Gen campaigns
Between the lines. The FAQ release suggests Google is actively working to address advertiser skepticism while maintaining the AI-driven approach that powers Performance Max.