Overview
Performance Max is a goal-based campaign type which allows advertisers to access all of their Google Ads Inventory from a single campaign. It's designed to complement a keyword-based Search campaign to help find more converting customers across all of Google's channels like YouTube, Display, Search, Discover, Gmail, and Maps.
Digital Advertising by Fullpath leverages PMAX as one of several advertising channels within which to auto-generate, serve, and optimize paid ads for Dealer customers looking to activate their data with Google Ads. Read more about the channels supported by DigAd.
Navigation
PMAX is one of several channel supported in DigAd. PMAX specific performance and metrics are reported in a dedicated Dashboard page found here: https://dashboard.fullpath.com/acquire/performance-max/ads/objectives
- Enter the Fullpath Dashboard
- Enter Marketing solution
- Click on Digital Advertising
- Click into Performance Max channel
Page Structure
The PMAX Performance Overview page is broken into 4 sections:
- Performance overview
- Cross comparison graph
- Vehicle Ads Performance
- Objectives, Bundles, Ads overview
Performance Overview
The overview stats display high level performance metric for the entire Performance Max channel.
- Impressions (number of times ads were served in given date range)
- Clicks (number of times an ad was clicked by a shopper)
- Page Views (destination URL page load)
- Reported Leads (conversions reported off Vehicle Ads traffic)
- Phone Calls (attributed phone calls from Dynamic Number Insertion (DNI) or Call extensions on Ads)
- Spend (budget spent in PMAX)
Vehicle Ads Performance
Performance Max with vehicle feeds is a cross-channel performance-focused format powered by Google AI to help drive vehicle sales. The Vehicle Ads generated using the inventory feed within the PMAX campaigns may therefore be placed across several channels.
For those accounts running PMAX with inventory feeds, the Vehicle Ads section pulls out Vehicle Ads performance specifically. The metrics for Vehicle Ads performance include:
- Impressions (number of times ads were served in given date range)
- Clicks (number of times an ad was clicked by a shopper)
- Page Views (destination URL page load)
- Reported Leads (conversions reported off Vehicle Ads traffic)
- Phone Calls (DNI only, VAs do not have phone call extensions added)
- Spend (budget spent only for Vehicle Ads)
Objectives Overview
The objectives overview section breaks down advertising and displays performance metrics for PMAX campaigns across those objectives.
You may take bulk actions rom this view which including running or pausing selected objectives.
You may filter objectives by status as well, show all running, show all expired etc.
Bundles Overview
The bundles overview section breaks down advertising and displays performance metrics for PMAX campaigns across all ad bundles.
Date Range
All data visible on the overview page may be viewed within a selected time frame by clicking on the date range bar in the upper right-hand corner of the page. The default is a 30-day view from the current date.
Important to Note
If you are running Performance Max campaigns without a feed, and therefore no Vehicle Ads, you will not see the Vehicle Ads overview section detailed above.