{"id":6789,"date":"2022-06-09T11:02:25","date_gmt":"2022-06-09T09:02:25","guid":{"rendered":"https:\/\/seoski.pl\/?p=6789"},"modified":"2022-06-09T11:02:25","modified_gmt":"2022-06-09T09:02:25","slug":"performance-max-na-czym-polegaja-kampanie","status":"publish","type":"post","link":"https:\/\/seoski.pl\/en\/seo\/performance-max-what-the-campaigns-are-about\/","title":{"rendered":"What are Performance Max campaigns on Google all about? Key information"},"content":{"rendered":"<span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading time: <\/span> <span class=\"rt-time\"> 5<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span><span class=\"span-reading-time rt-reading-time\"><span class=\"rt-label rt-prefix\">Time to read the article approx. <\/span> <span class=\"rt-time\"> 5<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span>\n<p style=\"\"><a href=\"#tve-jump-17f06fccc43\" style=\"outline: none;\" spellcheck=\"false\">1. Performance Max campaigns - what are they?<\/a><\/p>\n<p style=\"\"><a href=\"#tve-jump-17f06fcfcb6\" style=\"outline: none;\" spellcheck=\"false\">2 What are the benefits of the Performance Max campaign?<\/a><\/p>\n<p style=\"\"><a href=\"#tve-jump-17f2b41ba0a\" style=\"outline: none;\" spellcheck=\"false\">3. Creating a Performance Max campaign step by step<\/a><\/p>\n<p style=\"\">&nbsp; <a href=\"#tve-jump-18147a8c954\" style=\"outline: none;\">3.1 Setting the objective and choosing the type of campaign<\/a><\/p>\n<p style=\"\">&nbsp; <a href=\"#tve-jump-17f2b424b20\" style=\"outline: none;\">3.2 Setting the budget and rates<\/a><\/p>\n<p style=\"\">&nbsp; <a href=\"#tve-jump-181004c89a3\" style=\"outline: none;\">3.3 Completing the campaign settings<\/a><\/p>\n<p style=\"\">&nbsp; <a href=\"#tve-jump-181004cb290\">3.4 Adding a resource group<\/a><\/p>\n<p style=\"\">&nbsp; <a href=\"#tve-jump-180b750d92f\" style=\"outline: none;\">3.5 Adding an ad extension<\/a><\/p>\n<p style=\"\"><a href=\"#tve-jump-18123617cd5\" spellcheck=\"false\" style=\"outline: none;\">4. Performance Max campaign optimisation<\/a><\/p>\n<p style=\"\"><a href=\"#tve-jump-181004d4f20\" style=\"outline: none;\">5. Performance Max - harness the power of artificial intelligence and automation<\/a><\/p>\n<p dir=\"ltr\"><strong>The world has been abuzz with the news that Google is changing from Smart Shopping Campaigns to Performance Max campaigns. Not everyone liked this sudden change, but as always, Google does not act blindly, but adapts its services to the behaviour of web users. It regularly conducts market analyses, explores the new technology environment and provides solutions to improve the running of online ads, among other things. Read on to find out exactly what the Performance Max campaigns introduced by Google are about and what to look out for when setting them up.<\/strong><\/p>\n<h2>Performance Max campaigns - what are they?<\/h2>\n<p dir=\"ltr\">Performance Max is a campaign type that appeared in the Google Ads system relatively recently and is based on self-learning algorithms. However, it is not a novel solution in this respect. It has already been used in intelligent product campaigns and responsive ads. So, what is the main difference that makes Performance Max campaigns allow advertisers to reach an even larger audience? <strong>With a single Performance Max campaign, you can advertise and optimise your campaign across all Google-owned channels such as YouTube, Gmail, Discover or Google Maps.<\/strong><\/p>\n<p dir=\"ltr\">As you can read in <a href=\"https:\/\/support.google.com\/google-ads\/answer\/10724817?hl=pl\" style=\"outline: none;\">Google materials<\/a>:<\/p>\n<p dir=\"ltr\"><em>Performance Max is a new type of targeting campaign that allows advertisers focused on performance marketing to access all of Google Ads' advertising inventory in a single campaign. <\/em><\/p>\n<p dir=\"ltr\">Performance Max are fully automatic campaigns. This means that, based on the resources added by the advertiser, they aim to reach a set target. The aforementioned self-learning algorithms are responsible for targeting the ads, and rate setting is based on intelligent strategies. The choice is between maximising the number of conversions or maximising the value of conversions.<\/p>\n<h2>What are the benefits of the Performance Max campaign?<\/h2>\n<p>Before you learn how to create your own Performance Max campaign, it is time to know the advantages of such a solution. First and foremost, it points to <strong>accelerated time to reach advertising targets<\/strong>. This is because when optimising an ad manually, we work by trial and error. By contrast, by choosing a Performance Max campaign, we place optimisation in the \"hands\" of artificial intelligence, which adjusts the adverts in such a way as to achieve the expected results as quickly as possible.<\/p>\n<p dir=\"ltr\">Secondly, precise targeting of campaigns translates into <strong>reduction of advertising costs<\/strong>. It should also not be forgotten that, as advertisers, you have constant access to reports, and in these you will not only find information about the number of audiences acquired, but also about changes in the optimisation of the campaign.<\/p>\n<h2>Creating a Performance Max campaign step by step<\/h2>\n<h3>Setting the objective and choosing the type of campaign<\/h3>\n<p dir=\"ltr\">Log on to <a href=\"https:\/\/www.google.com\/aclk?sa=l&amp;ai=DChcSEwjU69uU3534AhXgBaIDHSZaDooYABABGgJsZQ&amp;sig=AOD64_1hIrOsU0o8lml_Zz2Y_fYS6K6EfA&amp;q&amp;adurl&amp;ved=2ahUKEwjS-dSU3534AhUnlosKHTrvD2MQ0Qx6BAgDEAE\">Google Ads<\/a> and in the menu on the left, click on \"Campaigns\", followed by the plus button and \"New campaign\". Now it's time to select the advertising objective of the campaign this can be e.g. sales, site traffic, acquisition of potential customers. If none of the Google Ads prompts suit you, select the option \"Create campaign without using the target prompts\".<\/p>\n<p dir=\"ltr\">Once you have confirmed the campaign objective, a list of campaign types to choose from will appear. Select Performance Max and proceed to the next step.<\/p>\n<p><span><img loading=\"lazy\" decoding=\"async\" alt=\"Performance max - specialist.\" data-id=\"6790\" width=\"612\" data-init-width=\"800\" height=\"383\" data-init-height=\"500\" title=\"performance-max-specialist\" src=\"https:\/\/seoski.pl\/wp-content\/uploads\/2022\/06\/performance-max-specjalista.jpg\" data-link-wrap=\"true\" data-width=\"612\" data-height=\"383\" style=\"\"\/><\/span><\/p>\n<h3>Setting budgets and rates<\/h3>\n<p dir=\"ltr\">The next stage is to determine the average daily budget and choose a rate-setting strategy. As already mentioned, you can choose between:<\/p>\n<ul>\n<li dir=\"ltr\">\n<p dir=\"ltr\"><strong>maximising the number of conversions<\/strong> (automatic rate setting in order to get the most conversions for a given campaign within a given budget)<\/p>\n<\/li>\n<li dir=\"ltr\">\n<p dir=\"ltr\"><strong>maximising conversion value<\/strong> (maximising the total conversion value of a campaign within a given budget)<\/p>\n<\/li>\n<\/ul>\n<p dir=\"ltr\">Of course, the choice of strategy depends on the specific campaign, industry etc. However, it can be stated in a nutshell that maximising the number of conversions will work better for online shops and maximising the value of conversions for services.<\/p>\n<h3>Completion of campaign settings<\/h3>\n<p dir=\"ltr\">It is time to move on to the campaign settings. At this stage, the options familiar from the other campaign types such as:<\/p>\n<p ltr>\n<\/p><ul>\n<li dir=\"ltr\">locations&nbsp;<\/li>\n<li dir=\"ltr\">languages<\/li>\n<li dir=\"ltr\">advertising schedule<\/li>\n<li dir=\"ltr\">start and end dates<\/li>\n<li dir=\"ltr\">address options <a href=\"https:\/\/seoski.pl\/en\/slownik-seo\/url\/\" class=\"glossaryLink\">URL<\/a> campaign<\/li>\n<\/ul>\n<p dir=\"ltr\">There is one new option - <strong>development of the final URL<\/strong>. By enabling it, the final URL can be replaced by a tailored landing page with a corresponding dynamic header. Whether you enable this option is, of course, up to you, but Google encourages it and points out that it serves to increase the number of conversions achieved through relevant searches.<\/p>\n<h3>Adding a resource group<\/h3>\n<p dir=\"ltr\">Before launching a Performance Max campaign, you have the option of adding one resource group, i.e. the base on which the adverts will be displayed. <strong>Once you have set up your campaign, you can add further groups, the resources from which will be automatically linked to your audience, subject matter and matched to the various Google advertising channels.<\/strong><\/p>\n<p><strong>Read also:<\/strong><a href=\"https:\/\/seoski.pl\/en\/tips\/performance-marketing-you-need-to-know-before-you-start\/\" rel=\"nofollow noopener\" style=\"outline: none;\" target=\"_blank\" spellcheck=\"false\">Performance marketing - this is what you need to know before you start!<\/a><\/p>\n<p dir=\"ltr\">What should be included in the resource group?<\/p>\n<p ltr>\n<\/p><ul>\n<li dir=\"ltr\">images<\/li>\n<li dir=\"ltr\">logo<\/li>\n<li dir=\"ltr\">films<\/li>\n<li dir=\"ltr\">headings<\/li>\n<li dir=\"ltr\">long headings<\/li>\n<li dir=\"ltr\">advertising texts<\/li>\n<li dir=\"ltr\">call to action (CTA)<\/li>\n<li dir=\"ltr\">advertising URL options<\/li>\n<\/ul>\n<p><span><img loading=\"lazy\" decoding=\"async\" alt=\"Setting up Google campaigns - specialists.\" data-id=\"6791\" width=\"612\" data-init-width=\"800\" height=\"383\" data-init-height=\"500\" title=\"setting-campaigns-google\" src=\"https:\/\/seoski.pl\/wp-content\/uploads\/2022\/06\/ustawianie-kampanii-google.jpg\" data-link-wrap=\"true\" data-width=\"612\" data-height=\"383\" style=\"\"\/><\/span><\/p>\n<p dir=\"ltr\">Detailed guidelines for resource groups can be found <a href=\"https:\/\/support.google.com\/google-ads\/answer\/10724492\" style=\"outline: none;\">HERE<\/a>.<\/p>\n<p dir=\"ltr\">There is also a new setting in the resource settings, which is <strong>signal concerning recipients<\/strong>. At this point, it is a good idea to add the lists of users created in your Google Ads account (e.g. remarketing, custom) who have converted in previous campaigns. In this way, you will help the campaign learn faster.<\/p>\n<h3>Adding an ad extension<\/h3>\n<p dir=\"ltr\">Google recommends the use of extensions in Performance Max campaigns because they increase the possibilities of the ads and are attractive from the audience's point of view. <strong>Extensions in Performance Max campaigns are linked to specific marketing objectives.<\/strong><\/p>\n<p dir=\"ltr\">For example, one can distinguish between extensions: connections, contact forms, prices, locations or explanations.<\/p>\n<h2>Performance Max campaign optimisation<\/h2>\n<p dir=\"ltr\">Algorithms, artificial intelligence (AI) and machine learning (ML) play a key role in a solution such as Performance Max. With these, Google continuously collects and analyses data in order to optimise a specific ad. This is an indisputable advantage of the new type of campaign, but some point out that advertisers or specialists are thus limited in their ability to 'manually' optimise.<\/p>\n<p dir=\"ltr\"><strong>But what is worth doing?<\/strong><\/p>\n<ul>\n<li dir=\"ltr\">\n<p dir=\"ltr\">Test the \"Audience Signals\" option - if you have a number of different defined audiences, test which statements are most effective in meeting your objectives<\/p>\n<\/li>\n<li dir=\"ltr\">\n<p dir=\"ltr\">Analyse the ad schedule - if the effectiveness of the ads is particularly low on particular days\/at particular times, exclude the range in question in the campaign settings.<\/p>\n<\/li>\n<li dir=\"ltr\">\n<p dir=\"ltr\">Test different groups of resources - Performance Max allows you to add multiple groups of resources, so test different creations to choose the ones that are most effective<\/p>\n<\/li>\n<\/ul>\n<h2>Performance Max - harness the power of artificial intelligence and automation<\/h2>\n<p dir=\"ltr\">Automation and massive reach - these are the two terms that best describe Google's new ad type, Performance Max. With it, you can increase your conversions by displaying your ad in all Google services simultaneously! For some people, the automatic, automated and fully automated performance is a big advantage for others. <a href=\"https:\/\/seoski.pl\/en\/slownik-seo\/optimisation\/\" class=\"glossaryLink\">optimisation<\/a> campaigns. If you opt for Performance Max adverts, however, this does not mean that you have to do absolutely nothing! You need to add as many creative assets as possible so that the artificial intelligence can achieve its marketing objectives with maximum effectiveness!<\/p>\n<p style=\"text-align: center; color: rgb(231, 141, 57) !important; --tcb-applied-color:rgb(231, 141, 57) !important;\"><span style=\"text-decoration: underline; --tcb-applied-color:rgb(194, 101, 14) !important;\">[Download Free E-book ]<\/span><\/p>\n<p style=\"text-align: center;\"><strong>6 secrets to increasing website visits in ANY industry, without using paid tools....<\/strong><\/p>\n<p style=\"text-align: center; color: rgb(0, 0, 0) !important; --tcb-applied-color:rgb(0, 0, 0) !important;\">(which I use to multiply visits to MY CUSTOMERS' sites in just 7 days)<\/p>\n<p style=\"text-align: center; color: rgb(0, 0, 0) !important; --tcb-applied-color:rgb(0, 0, 0) !important;\">ONE STEP AWAY FROM GUIDANCE,<\/p>\n<p style=\"text-align: center; color: rgb(0, 0, 0) !important; --tcb-applied-color:rgb(0, 0, 0) !important;\">that nobody talks about<\/p>\n<p>__CONFIG_colors_palette__{\"active_palette\":0, \"config\":{\"colors\":{\"b39a3\":{\"name\": \"Main Accent\", \"parent\":-1}}, \"gradients\":[]}, \"palettes\":[{\"name\": \"Default\", \"value\":{\"colors\":{\"b39a3\":{\"val\": \"rgb(245, 130, 4)\", \"hsl\":{\"h\":31, \"s\":0.9679,\u201dl\u201d:0.4882,\u201da\u201d:1}}},\u201dgradients\u201d:[]},\u201doriginal\u201d:{\u201ecolors\u201d:{\u201eb39a3\u201d:{\u201eval\u201d:\u201drgb(47, 138, 229)\u201d,\u201dhsl\u201d:{\u201eh\u201d:210,\u201ds\u201d:0.77,\u201dl\u201d:0.54, \"a\":1}}, \"gradients\":[]}}]}__CONFIG_colors_palette__ __CONFIG_colors_palette__{\"active_palette\":0, \"config\":{\"colors\":{\"34f05\":{\"name\": \"Main Accent\", \"parent\":-1}}, \"gradients\":[]}, \"palettes\":[{\"name\": \"Default Palette\", \"value\":{\"colors\":{\"34f05\":{\"val\": \"rgb(0, 40, 114)\"}}, \"gradients\":[]}, \"original\":{\"colors\":{\"34f05\":{\"val\": \"rgb(19, 114, 211)\", \"hsl\":{\"h\":210, \"s\":0.83,\u201dl\u201d:0.45}}},\u201dgradients\u201d:[]}}]}__CONFIG_colors_palette__ <a href=\"#\" style=\"\"><span style=\"\">  <\/span> <span style=\"\"><span style=\"\">Yes, I want an E-book!<\/span><\/span> <\/a>         <span style=\"\"><img loading=\"lazy\" decoding=\"async\" alt=\"Mockup 6 hidden clues - 3 devices.\" data-id=\"6779\" width=\"659\" data-init-width=\"800\" height=\"439\" data-init-height=\"533\" title=\"smartmockups_l3tzn7wk\" src=\"https:\/\/seoski.pl\/wp-content\/uploads\/2022\/05\/smartmockups_l3tzn7wk.jpg\" data-width=\"659\" data-height=\"439\" style=\"\" data-link-wrap=\"true\" mt-d=\"0\" ml-d=\"-33\" center-h-d=\"true\"\/><\/span><\/p>\n<p style=\"text-align: left;\">By downloading the E-book, you consent to the processing of your personal data in order to receive information about promotions, news, products and services from marcinskiba.pl, in accordance with the Privacy Policy. You can unsubscribe, change or correct your data at any time.<\/p>\n<p>   <span>Insert <a href=\"https:\/\/seoski.pl\/en\/slownik-seo\/content\/\" class=\"glossaryLink\">Content<\/a> Template or Symbol<\/span><\/p>","protected":false},"excerpt":{"rendered":"<p><span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading time: <\/span> <span class=\"rt-time\"> 5<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span>1. Performance Max campaigns - what are they? 2. what benefits does a Performance Max campaign offer? 3 Creating a Performance Max campaign step-by-step 3.1 Setting a goal and choosing a campaign type 3.2 Setting a budget and rates 3.3 Completing campaign settings 3.4 Adding a resource group 3.5 Adding an ad extension 4. Optimising a campaign [...].<\/p>","protected":false},"author":1,"featured_media":6792,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","tve_updated_post":"<div class=\"thrv_wrapper thrv_custom_html_shortcode\">[rt_reading_time label=\"Czas na przeczytanie artyku\u0142u ok. \" postfix=\"minut\" postfix_singular=\"minut\"]<\/div><div class=\"thrv_wrapper thrv_contentbox_shortcode thrv-content-box tve-elem-default-pad\">\n\t<div class=\"tve-content-box-background\"><\/div>\n\t<div class=\"tve-cb\"><div class=\"tcb-clear\" data-css=\"tve-u-16c76aa8262\"><div class=\"thrv_wrapper thrv_text_element\" data-css=\"tve-u-16c76a51d07\"><p data-css=\"tve-u-1762d00c799\" style=\"\"><a href=\"#tve-jump-17f06fccc43\" class=\"tve-jump-scroll\" style=\"outline: none;\" spellcheck=\"false\">1. Kampanie Performance Max \u2014 co to takiego?<\/a><\/p><p data-css=\"tve-u-1762d00c799\" style=\"\"><a href=\"#tve-jump-17f06fcfcb6\" class=\"tve-jump-scroll\" style=\"outline: none;\" spellcheck=\"false\">2. Jakie korzy\u015bci daje kampania Performance Max?<\/a><\/p><p data-css=\"tve-u-1762d00c799\" style=\"\"><a href=\"#tve-jump-17f2b41ba0a\" class=\"tve-jump-scroll\" style=\"outline: none;\" spellcheck=\"false\">3. Tworzenie kampanii Performance Max krok po kroku<\/a><\/p><p data-css=\"tve-u-1762d00c799\" style=\"\">&nbsp; <a href=\"#tve-jump-18147a8c954\" class=\"tve-jump-scroll tve-froala\" style=\"outline: none;\">3.1. Ustalanie celu i wyb\u00f3r typu kampanii<\/a><\/p><p data-css=\"tve-u-1762d00c799\" style=\"\">&nbsp; <a href=\"#tve-jump-17f2b424b20\" class=\"tve-jump-scroll tve-froala\" style=\"outline: none;\">3.2. Ustawianie bud\u017cetu i stawek<\/a><\/p><p data-css=\"tve-u-1762d00c799\" style=\"\">&nbsp; <a href=\"#tve-jump-181004c89a3\" class=\"tve-jump-scroll tve-froala\" style=\"outline: none;\">3.3. Uzupe\u0142nienie ustawie\u0144 kampanii<\/a><\/p><p data-css=\"tve-u-1762d00c799\" style=\"\">&nbsp; <a href=\"#tve-jump-181004cb290\" class=\"tve-jump-scroll\">3.4. Dodawanie grupy zasob\u00f3w<\/a><\/p><p data-css=\"tve-u-1762d00c799\" style=\"\">&nbsp; <a href=\"#tve-jump-180b750d92f\" class=\"tve-jump-scroll tve-froala\" style=\"outline: none;\">3.5. Dodanie rozszerzenia reklam<\/a><\/p><p data-css=\"tve-u-1762d00c799\" style=\"\"><a href=\"#tve-jump-18123617cd5\" class=\"tve-jump-scroll\" spellcheck=\"false\" style=\"outline: none;\">4. Optymalizacja kampanii Performance Max<\/a><\/p><p data-css=\"tve-u-1762d00c799\" style=\"\"><a href=\"#tve-jump-181004d4f20\" class=\"tve-jump-scroll tve-froala\" style=\"outline: none;\">5. Performance Max \u2014 wykorzystajcie moc sztucznej inteligencji i automatyzacji<\/a><\/p><\/div><\/div><\/div>\n<\/div><div class=\"thrv_wrapper thrv-divider\" data-style=\"tve_sep-1\" data-thickness=\"1\" data-color=\"rgb(255, 255, 255)\" data-css=\"tve-u-16c84b11960\" id=\"seo\">\n\t<hr class=\"tve_sep tve_sep-1\">\n<\/div><div class=\"thrv_wrapper thrv_text_element\"><p dir=\"ltr\"><strong>\u015awiat obieg\u0142a informacja, \u017ce Google zmienia inteligentne kampanie produktowe (Smart Shopping Campaigns) na kampanie Performance Max. Nie wszystkim spodoba\u0142a si\u0119&nbsp;ta nag\u0142a zmiana, jednak jak zawsze Google nie dzia\u0142a na o\u015blep, a dostosowuje swoje us\u0142ugi do zachowa\u0144 u\u017cytkownik\u00f3w sieci. Regularnie prowadzi analizy rynku, bada \u015brodowisko nowych technologii i dostarcza rozwi\u0105za\u0144, kt\u00f3re maj\u0105 mi\u0119dzy innymi usprawni\u0107 prowadzenie internetowych reklam. Przeczytajcie, na czym dok\u0142adnie polegaj\u0105 wprowadzone przez Google kampanie Performance Max i na co zwr\u00f3ci\u0107 uwag\u0119 podczas ich tworzenia.<\/strong><\/p><\/div><div class=\"thrv_wrapper thrv_text_element\" id=\"tve-jump-17f06fccc43\"><h2 class=\"\">Kampanie Performance Max \u2014 co to takiego?<\/h2><\/div><div class=\"thrv_wrapper thrv_text_element\"><p dir=\"ltr\">Performance Max to typ kampanii, kt\u00f3ry pojawi\u0142 si\u0119 w systemie reklamowym Google Ads stosunkowo niedawno, a jego dzia\u0142anie oparte jest na samoucz\u0105cych si\u0119 algorytmach. Nie jest to jednak pod tym wzgl\u0119dem nowatorskie rozwi\u0105zanie. Bazowa\u0142y na nich ju\u017c inteligentne kampanie produktowe czy reklamy elastyczne (responsive ads). Na czym polega wi\u0119c g\u0142\u00f3wna r\u00f3\u017cnica, kt\u00f3ra sprawa, \u017ce kampanie Performance Max pozwalaj\u0105 dociera\u0107 reklamodawcom do jeszcze wi\u0119kszej liczby odbiorc\u00f3w? <strong>W ramach jednej kampanii Performance Max mo\u017cecie si\u0119 reklamowa\u0107 i optymalizowa\u0107 kampani\u0119 we wszystkich kana\u0142ach nale\u017c\u0105cych do Google takich jak: YouTube, Gmail, Discover czy Mapy Google.<\/strong><\/p><\/div><div class=\"thrv_wrapper thrv_text_element\"><p dir=\"ltr\">Jak mo\u017cna przeczyta\u0107 w <a href=\"https:\/\/support.google.com\/google-ads\/answer\/10724817?hl=pl\" class=\"tve-froala\" style=\"outline: none;\">materia\u0142ach Google<\/a>:<\/p><\/div><div class=\"thrv_wrapper thrv_text_element\"><p dir=\"ltr\"><em>Performance Max to nowy typ kampanii s\u0142u\u017c\u0105cych do realizacji okre\u015blonych cel\u00f3w, kt\u00f3ry umo\u017cliwia reklamodawcom skoncentrowanym na marketingu efektywno\u015bciowym dost\u0119p do wszystkich zasob\u00f3w reklamowych Google Ads w ramach jednej kampanii. <\/em><\/p><\/div><div class=\"thrv_wrapper thrv_text_element\"><p dir=\"ltr\">Performance Max to w pe\u0142ni automatyczne kampanie. Oznacza to, \u017ce na podstawie dodanych przez reklamodawc\u0119 zasob\u00f3w, d\u0105\u017c\u0105 do osi\u0105gni\u0119cia ustalonego celu. Za kierowanie reklam odpowiadaj\u0105 wspomniane wcze\u015bniej samoucz\u0105ce si\u0119 algorytmy, a ustalanie stawek oparte jest na inteligentnych strategiach. Wybra\u0107 mo\u017cna maksymalizacj\u0119 liczby konwersji lub maksymalizacj\u0119 warto\u015bci konwersji.<\/p><\/div><div class=\"thrv_wrapper thrv_text_element\" id=\"tve-jump-17f06fcfcb6\"><h2 class=\"\">Jakie korzy\u015bci daje kampania Performance Max?<\/h2><\/div><div class=\"thrv_wrapper thrv_text_element\"><p>Zanim dowiecie si\u0119, jak stworzy\u0107 w\u0142asn\u0105 kampani\u0119 Performance Max, pora pozna\u0107 zalety takiego rozwi\u0105zania. Przede wszystkim wskazuje si\u0119 na <strong>przyspieszony czas osi\u0105gania cel\u00f3w reklamowych<\/strong>. Wynika to z faktu, \u017ce optymalizuj\u0105c reklam\u0119 manualnie, dzia\u0142amy metod\u0105 pr\u00f3b i b\u0142\u0119d\u00f3w. Z kolei wybieraj\u0105c kampani\u0119 Performance Max, oddajemy optymalizacj\u0119 w \u201er\u0119ce\u201d sztucznej inteligencji, kt\u00f3ra dopasowuje reklamy w taki spos\u00f3b, aby mo\u017cliwie najszybciej uzyska\u0107 oczekiwane efekty.<\/p><\/div><div class=\"thrv_wrapper thrv_text_element\"><p dir=\"ltr\">Po drugie precyzyjne targetowanie kampanii przek\u0142ada si\u0119 na <strong>obni\u017cenie koszt\u00f3w reklamy<\/strong>. Nie nale\u017cy zapomina\u0107 te\u017c o tym, \u017ce jako reklamodawcy macie sta\u0142y dost\u0119p do raport\u00f3w, a w nich znajdziecie nie tylko informacje o liczbie pozyskanych odbiorc\u00f3w, ale tak\u017ce te o zmianach w optymalizacji kampanii.<\/p><\/div><div class=\"thrv_wrapper thrv_text_element\" id=\"tve-jump-17f2b41ba0a\"><h2 class=\"\">Tworzenie kampanii Performance Max krok po kroku<\/h2><\/div><div class=\"thrv_wrapper thrv_text_element\" id=\"tve-jump-18147a8c954\"><h3 class=\"\">Ustalanie celu i wyb\u00f3r typu kampanii<\/h3><\/div><div class=\"thrv_wrapper thrv_text_element\"><p dir=\"ltr\">Zalogujcie si\u0119 do <a href=\"https:\/\/www.google.com\/aclk?sa=l&amp;ai=DChcSEwjU69uU3534AhXgBaIDHSZaDooYABABGgJsZQ&amp;sig=AOD64_1hIrOsU0o8lml_Zz2Y_fYS6K6EfA&amp;q&amp;adurl&amp;ved=2ahUKEwjS-dSU3534AhUnlosKHTrvD2MQ0Qx6BAgDEAE\">Google Ads<\/a> i w menu po lewej stronie kliknijcie \u201eKampanie\u201d, a nast\u0119pnie przycisk plusa i \u201eNowa kampania\u201d. Teraz pora wybra\u0107 cel reklamowy kampanii mo\u017ce to by\u0107 np. sprzeda\u017c, ruch w witrynie, pozyskanie potencjalnych klient\u00f3w. Je\u017celi nie pasuje Wam \u017cadna z podpowiedzi Google Ads, wybierz opcj\u0119&nbsp;\u201eUtw\u00f3rz kampani\u0119 bez korzystania z podpowiedzi dotycz\u0105cych celu\u201d.<\/p><\/div><div class=\"thrv_wrapper thrv_text_element\"><p dir=\"ltr\">Gdy potwierdzisz cel kampanii, pojawi si\u0119 lista typ\u00f3w kampanii do wyboru. Wybierz Performance Max i przejd\u017a do kolejnego kroku.<\/p><\/div><div class=\"thrv_wrapper tve_image_caption\" data-css=\"tve-u-17f06fa588e\" style=\"\"><span class=\"tve_image_frame\"><img class=\"tve_image tcb-moved-image wp-image-6790\" alt=\"Performance max - specjalista.\" data-id=\"6790\" width=\"612\" data-init-width=\"800\" height=\"383\" data-init-height=\"500\" title=\"performance-max-specjalista\" loading=\"lazy\" src=\"https:\/\/seoski.pl\/wp-content\/uploads\/2022\/06\/performance-max-specjalista.jpg\" data-link-wrap=\"true\" data-width=\"612\" data-height=\"383\" data-css=\"tve-u-180db69aff1\" style=\"\"><\/span><\/div><div class=\"thrv_wrapper thrv_text_element\" id=\"tve-jump-17f2b424b20\"><h3 class=\"\">Ustawianie bud\u017cetu i stawek<\/h3><\/div><div class=\"thrv_wrapper thrv_text_element\"><p dir=\"ltr\">Nast\u0119pnym etapem jest okre\u015blenie \u015bredniego bud\u017cetu dziennego i wyb\u00f3r strategii ustalania stawek. Tak, jak zosta\u0142o ju\u017c&nbsp;wspomniane, mo\u017cecie wybiera\u0107 mi\u0119dzy:<\/p><ul class=\"\"><li dir=\"ltr\"><p dir=\"ltr\"><strong>maksymalizacj\u0105 liczby konwersji<\/strong> (automatyczne ustalanie stawki tak, aby uzyska\u0107, jak najwi\u0119cej konwersji dla danej kampanii w ramach okre\u015blonego bud\u017cetu)<\/p><\/li><li dir=\"ltr\"><p dir=\"ltr\"><strong>maksymalizacj\u0105 warto\u015bci konwersji<\/strong> (maksymalizacja \u0142\u0105cznej warto\u015b\u0107 konwersji w kampanii w ramach okre\u015blonego bud\u017cetu)<\/p><\/li><\/ul><\/div><div class=\"thrv_wrapper thrv_text_element\"><p dir=\"ltr\">Oczywi\u015bcie wyb\u00f3r strategii zale\u017cy od konkretnej kampanii, bran\u017cy itp. Mo\u017cna jednak w du\u017cym uproszeniu stwierdzi\u0107, \u017ce maksymalizacja liczby konwersji lepiej sprawdzi si\u0119&nbsp;w przypadku sklep\u00f3w online, a maksymalizacja warto\u015bci konwersji w przypadku us\u0142ug.<\/p><\/div><div class=\"thrv_wrapper thrv_text_element\" id=\"tve-jump-181004c89a3\"><h3 class=\"\">Uzupe\u0142nienie ustawie\u0144 kampanii<\/h3><\/div><div class=\"thrv_wrapper thrv_text_element\"><p dir=\"ltr\">Pora przej\u015b\u0107 do ustawie\u0144 kampanii. Na tym etapie nale\u017cy zaj\u0105\u0107 si\u0119&nbsp;opcjami znanymi z pozosta\u0142ych typ\u00f3w kampanii takimi jak:<\/p><p class=\" dir=\" ltr\"\"=\"\"><\/p><ul class=\"\"><li dir=\"ltr\">lokalizacje&nbsp;<\/li><li dir=\"ltr\">j\u0119zyki<\/li><li dir=\"ltr\">harmonogram reklam<\/li><li dir=\"ltr\">daty rozpocz\u0119cia i zako\u0144czenia<\/li><li dir=\"ltr\">opcje adresu URL kampanii<\/li><\/ul><p><\/p><\/div><div class=\"thrv_wrapper thrv_text_element\"><p dir=\"ltr\">Pojawia si\u0119 jedna nowa opcja \u2014 <strong>rozwini\u0119cie ko\u0144cowego adresu URL<\/strong>. Dzi\u0119ki jej w\u0142\u0105czeniu ko\u0144cowy adres URL mo\u017ce by\u0107 zast\u0105piony dopasowan\u0105 stron\u0105 docelow\u0105 wraz z odpowiednim nag\u0142\u00f3wkiem dynamicznym. Decyzja, czy w\u0142\u0105czycie t\u0119 opcj\u0119, oczywi\u015bcie zale\u017cy od Was, jednak Google zach\u0119ca do tego i wskazuje, \u017ce s\u0142u\u017cy ona do zwi\u0119kszania liczby konwersji uzyskiwanych dzi\u0119ki trafnym wyszukiwaniom.<\/p><\/div><div class=\"thrv_wrapper thrv_text_element\" id=\"tve-jump-181004cb290\"><h3 class=\"\">Dodawanie grupy zasob\u00f3w<\/h3><\/div><div class=\"thrv_wrapper thrv_text_element\"><p dir=\"ltr\">Przed uruchomieniem kampanii Performance Max macie mo\u017cliwo\u015b\u0107 dodania jednej grupy zasob\u00f3w, czyli podstawy, na jakiej b\u0119d\u0105 wy\u015bwietla\u0142y si\u0119 reklamy. <strong>Po skonfigurowaniu kampanii mo\u017cecie dodawa\u0107 kolejne grupy, z kt\u00f3rych zasoby zostan\u0105 automatycznie powi\u0105zane z grup\u0105 odbiorc\u00f3w, tematyk\u0105 i dopasowane do r\u00f3\u017cnych kana\u0142\u00f3w reklamowych Google.<\/strong><\/p><\/div><div class=\"thrv_wrapper thrv_contentbox_shortcode thrv-content-box tve-elem-default-pad\" data-css=\"tve-u-17f07010191\" style=\"\">\n\t<div class=\"tve-content-box-background\" data-css=\"tve-u-17f07010190\" style=\"--tve-border-width:1px;\"><\/div>\n\t<div class=\"tve-cb\"><div class=\"thrv_wrapper thrv_text_element\" style=\"\" data-css=\"tve-u-17f0701018d\"><p><strong>Czytaj r\u00f3wnie\u017c:<\/strong>\n<lt-highlighter class=\"lt--mac-os\" style=\"display: none; z-index: 4 !important;\"><lt-div spellcheck=\"false\" class=\"lt-highlighter__wrapper\" style=\"width: 0px !important; height: 0px !important; transform: none !important; transform-origin: 0px 0px !important; zoom: 1 !important; margin-top: 4px !important; margin-left: 106.5px !important;\"><lt-div class=\"lt-highlighter__scrollElement\" style=\"top: 0px !important; left: 0px !important;\"><\/lt-div><\/lt-div><\/lt-highlighter><a class=\"tve-froala fr-basic\" href=\"https:\/\/seoski.pl\/porady\/performance-marketing-to-musisz-wiedziec-zanim-zaczniesz\/\" rel=\"nofollow\" style=\"outline: none;\" target=\"_blank\" spellcheck=\"false\">Performance marketing - to musisz wiedzie\u0107 zanim zaczniesz!<\/a><\/p><\/div><\/div>\n<\/div><div class=\"thrv_wrapper thrv_text_element\"><p dir=\"ltr\">Co powinno znale\u017a\u0107 si\u0119 w grupie zasob\u00f3w?<\/p><p class=\" dir=\" ltr\"\"=\"\"><\/p><ul class=\"\"><li dir=\"ltr\">obrazy<\/li><li dir=\"ltr\">logo<\/li><li dir=\"ltr\">filmy<\/li><li dir=\"ltr\">nag\u0142\u00f3wki<\/li><li dir=\"ltr\">d\u0142ugie nag\u0142\u00f3wki<\/li><li dir=\"ltr\">teksty reklamy<\/li><li dir=\"ltr\">wezwanie do dzia\u0142ania (CTA)<\/li><li dir=\"ltr\">opcje adresu URL reklamy<\/li><\/ul><p><\/p><\/div><div class=\"thrv_wrapper tve_image_caption\" data-css=\"tve-u-17f06fa588e\" style=\"\"><span class=\"tve_image_frame\"><img class=\"tve_image tcb-moved-image wp-image-6791\" alt=\"Ustawianie kampanii Google - specjali\u015bci.\" data-id=\"6791\" width=\"612\" data-init-width=\"800\" height=\"383\" data-init-height=\"500\" title=\"ustawianie-kampanii-google\" loading=\"lazy\" src=\"https:\/\/seoski.pl\/wp-content\/uploads\/2022\/06\/ustawianie-kampanii-google.jpg\" data-link-wrap=\"true\" data-width=\"612\" data-height=\"383\" data-css=\"tve-u-180db69aff1\" style=\"\"><\/span><\/div><div class=\"thrv_wrapper thrv_text_element\"><p dir=\"ltr\">Szczeg\u00f3\u0142owe wytyczne dotycz\u0105ce grup zasob\u00f3w znajdziecie <a href=\"https:\/\/support.google.com\/google-ads\/answer\/10724492\" class=\"tve-froala\" style=\"outline: none;\">TUTAJ<\/a>.<\/p><\/div><div class=\"thrv_wrapper thrv_text_element\"><p dir=\"ltr\">W ustawieniach zasob\u00f3w pojawia si\u0119 tak\u017ce nowe ustawienie, jakim jest <strong>sygna\u0142 dotycz\u0105cy odbiorc\u00f3w<\/strong>. W tym miejscu warto doda\u0107 utworzone na koncie Google Ads listy u\u017cytkownik\u00f3w (np. remarketingowe, niestandardowe), kt\u00f3rzy konwertowali we wcze\u015bniejszych kampaniach. W ten spos\u00f3b pomo\u017cecie kampanii szybciej si\u0119 uczy\u0107.<\/p><\/div><div class=\"thrv_wrapper thrv_text_element\" id=\"tve-jump-180b750d92f\"><h3 class=\"\">Dodanie rozszerzenia reklam<\/h3><\/div><div class=\"thrv_wrapper thrv_text_element\"><p dir=\"ltr\">Google zaleca stosowanie rozszerze\u0144 w kampaniach Performance Max, poniewa\u017c zwi\u0119kszaj\u0105 mo\u017cliwo\u015bci reklam i s\u0105 atrakcyjne z punktu widzenia odbiorc\u00f3w. <strong>Rozszerzenia w kampaniach Performance Max s\u0105 powi\u0105zane z okre\u015blonymi celami marketingowymi.<\/strong><\/p><\/div><div class=\"thrv_wrapper thrv_text_element\"><p dir=\"ltr\">Mo\u017cna wyr\u00f3\u017cni\u0107&nbsp;na przyk\u0142ad rozszerzenia: po\u0142\u0105cze\u0144, formularzy kontaktowych, cen, lokalizacji czy obja\u015bnie\u0144.<\/p><\/div><div class=\"thrv_wrapper thrv_text_element\" id=\"tve-jump-18123617cd5\"><h2 class=\"\">Optymalizacja kampanii Performance Max<\/h2><\/div><div class=\"thrv_wrapper thrv_text_element\"><p dir=\"ltr\">W rozwi\u0105zaniu, jakim jest Performance Max, kluczow\u0105 rol\u0119 odgrywaj\u0105 algorytmy, sztuczna inteligencja (AI) i uczenie maszynowe (ML). Dzi\u0119ki nim Google nieprzerwanie zbiera i analizuje dane w celu optymalizacji okre\u015blonej reklamy. To bezdyskusyjnie zaleta nowego typu kampanii, jednak niekt\u00f3rzy wskazuj\u0105, \u017ce tym samym reklamodawcy czy specjali\u015bci maj\u0105&nbsp;ograniczone mo\u017cliwo\u015bci \u201er\u0119cznej\u201d optymalizacji.<\/p><\/div><div class=\"thrv_wrapper thrv_text_element\"><p dir=\"ltr\"><strong>Co jednak warto zrobi\u0107?<\/strong><\/p><ul class=\"\"><li dir=\"ltr\"><p dir=\"ltr\">Testujcie opcj\u0119 \u201eSygna\u0142y dotycz\u0105ce odbiorc\u00f3w\u201d \u2014 je\u017celi macie wiele r\u00f3\u017cnych zdefiniowanych grup odbiorc\u00f3w, sprawdzajcie, kt\u00f3re zestawienia najskuteczniej spe\u0142niaj\u0105 za\u0142o\u017cone cele<\/p><\/li><li dir=\"ltr\"><p dir=\"ltr\">Analizujcie harmonogram reklam \u2014 je\u017celi w danych dniach \/ o danej porze skuteczno\u015b\u0107 reklam jest szczeg\u00f3lnie niska, wykluczcie dany zakres w ustawieniach kampanii<\/p><\/li><li dir=\"ltr\"><p dir=\"ltr\">Testujcie r\u00f3\u017cne grupy zasob\u00f3w \u2014 Performance Max umo\u017cliwia dodanie wielu grup zasob\u00f3w, dlatego testujcie r\u00f3\u017cne kreacje, aby wybra\u0107 takie, kt\u00f3re s\u0105 najskuteczniejsze<\/p><\/li><\/ul><\/div><div class=\"thrv_wrapper thrv_text_element\" id=\"tve-jump-181004d4f20\"><h2 class=\"\">Performance Max \u2014 wykorzystajcie moc sztucznej inteligencji i automatyzacji<\/h2><\/div><div class=\"thrv_wrapper thrv_text_element\"><p dir=\"ltr\">Automatyzacja i ogromny zasi\u0119g \u2014 to dwa okre\u015blenia, kt\u00f3re najlepiej opisuj\u0105 nowy typ reklam Google, czyli Performance Max. Dzi\u0119ki niemu mo\u017cecie zwi\u0119kszy\u0107 konwersj\u0119 poprzez wy\u015bwietlanie reklamy we wszystkich us\u0142ugach Google jednocze\u015bnie! Dla jednych wi\u0119ksz\u0105, a dla innych mniejsz\u0105 zalet\u0105 jest tak\u017ce automatyczna optymalizacja prowadzonych kampanii. Je\u017celi zdecydujecie si\u0119 na reklamy Performance Max, nie oznacza to jednak, \u017ce nie musicie zupe\u0142nie nic robi\u0107! Nale\u017cy dodawa\u0107&nbsp;jak najwi\u0119cej kreatywnych zasob\u00f3w, aby sztuczna inteligencja mog\u0142a osi\u0105ga\u0107 za\u0142o\u017cone cele marketingowe z maksymaln\u0105 skuteczno\u015bci\u0105!<\/p><\/div><div class=\"thrv_wrapper thrv_symbol thrive-shortcode thrv_symbol_2804\" data-shortcode=\"thrive_symbol\" data-id=\"2804\" data-selector=\".thrv_symbol_2804\"><div class=\"thrive-shortcode-config\" style=\"display: none !important\">__CONFIG_post_symbol__{\"id\":\"2804\"}__CONFIG_post_symbol__<\/div><\/div><div class=\"thrv_wrapper thrv_social_custom thrv_social\" data-counts=\"\" data-min_shares=\"0\" data-device-config=\"{&quot;desktop&quot;:{},&quot;tablet&quot;:{},&quot;mobile&quot;:{&quot;button_type&quot;:&quot;tve_social_ib&quot;,&quot;showCount&quot;:&quot;0&quot;}}\">\n<div class=\"tve_social_items tve_social_custom tve-prevent-content-edit tve_style_6 tve_social_itb\">\n\t\n\t\t\n\t\t<div class=\"thrv_wrapper tve_s_item tve_s_fb_share tve_share_item\" data-s=\"fb_share\" data-href=\"{tcb_post_url}\" data-label=\"Share\">\n\t\t\t<a href=\"javascript:void(0)\" class=\"tve_s_link\">\n\t\t\t\t<span class=\"thrv_wrapper tve_s_icon\">\n\t\t\t\t\t<svg class=\"tcb-icon\" viewBox=\"0 0 264 512\" data-id=\"icon-fb\" data-name=\"\">\n            <path d=\"M76.7 512V283H0v-91h76.7v-71.7C76.7 42.4 124.3 0 193.8 0c33.3 0 61.9 2.5 70.2 3.6V85h-48.2c-37.8 0-45.1 18-45.1 44.3V192H256l-11.7 91h-73.6v229\"><\/path>\n        <\/svg>\n\t\t\t\t<\/span>\n\t\t\t\t<span class=\"tve_s_text tve-froala\">Share<\/span>\n\t\t\t\t<span class=\"tve_s_count\">0<\/span>\n\t\t\t<\/a>\n\t\t<\/div>\n\t\t\n\t\t<div class=\"thrv_wrapper tve_s_item tve_s_t_share tve_share_item\" data-s=\"t_share\" data-href=\"{tcb_post_url}\" data-label=\"Tweet\">\n\t\t\t<a href=\"javascript:void(0)\" class=\"tve_s_link\">\n\t\t\t\t<span class=\"thrv_wrapper tve_s_icon\">\n\t\t\t\t\t<svg class=\"tcb-icon\" viewBox=\"0 0 512 512\" data-id=\"icon-t\" data-name=\"\">\n            <path d=\"M459.37 151.716c.325 4.548.325 9.097.325 13.645 0 138.72-105.583 298.558-298.558 298.558-59.452 0-114.68-17.219-161.137-47.106 8.447.974 16.568 1.299 25.34 1.299 49.055 0 94.213-16.568 130.274-44.832-46.132-.975-84.792-31.188-98.112-72.772 6.498.974 12.995 1.624 19.818 1.624 9.421 0 18.843-1.3 27.614-3.573-48.081-9.747-84.143-51.98-84.143-102.985v-1.299c13.969 7.797 30.214 12.67 47.431 13.319-28.264-18.843-46.781-51.005-46.781-87.391 0-19.492 5.197-37.36 14.294-52.954 51.655 63.675 129.3 105.258 216.365 109.807-1.624-7.797-2.599-15.918-2.599-24.04 0-57.828 46.782-104.934 104.934-104.934 30.213 0 57.502 12.67 76.67 33.137 23.715-4.548 46.456-13.32 66.599-25.34-7.798 24.366-24.366 44.833-46.132 57.827 21.117-2.273 41.584-8.122 60.426-16.243-14.292 20.791-32.161 39.308-52.628 54.253z\"><\/path>\n        <\/svg>\n\t\t\t\t<\/span>\n\t\t\t\t<span class=\"tve_s_text tve-froala\">Tweet<\/span>\n\t\t\t\t<span class=\"tve_s_count\">0<\/span>\n\t\t\t<\/a>\n\t\t<\/div>\n\t\t\n\t\n<\/div>\n<\/div><div class=\"thrv_wrapper thrv_ct_symbol tcb-elem-placeholder\">\n\t<span class=\"tcb-inline-placeholder-action with-icon\">\n\t\t<svg class=\"tcb-icon tcb-icon-add\"><use xlink:href=\"#tcb-icon-add\"><\/use><\/svg>\t\tInsert Content Template or Symbol\t<\/span>\n<\/div>","tve_custom_css":"@media (min-width: 300px){[data-css=\"tve-u-16c76a51d07\"] { overflow: hidden; 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