Google presented the newest innovations in their Performance Max Campaigns, launching globally in 2022. The new campaigns will include the following: Smart Shopping and Local campaigns. This innovative campaign provides relevant ads to consumers based on their browsing history, location, and time of day. By combining both the Smart Shopping and Local campaigns, a broader user experience can be provided. The nature of the new campaigns will provide better customer service and create a more valuable experience for users.
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What is Google Performance Max Campaigns?

The technology for Performance Max was introduced earlier this year. It allows you to create a single campaign to target multiple customer journeys based on their search and browse histories. This allows you to grow your audience size and maximize the time spent on your website.
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What Campaigns will be Included?

The new campaigns will include two different types of campaigns. The Smart Shopping campaign will allow you to target your audience based on their relevant search history. The Local campaign can target your audience based on their current location.
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Smart Shopping Campaign

A Smart Shopping campaign can be created to target specific people based on their search history. The specific Google properties you want to target with the campaign will be defined in the account. The campaign intends to provide relevant ads based on the user's relevant search history. The advertising platforms used in this campaign are Search, YouTube, and Gmail.
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How does this campaign work?

The Smart Shopping campaign uses the user's search history to determine which ads should be shown to their audience. By using a combination of Search, YouTube, and Gmail, you can target your audience based on what they have previously searched for and seen. The audience size is then expanded by considering the user's location and time of day. When setting up the campaign, you will have three options to customize the audience. You can choose to view the audience from a Country, City, or Zip Code. You can also set which frequency of traffic should be used to determine the audience size.
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Why should you use this campaign?

The Smart Shopping campaign is a fantastic way to reach your target customers. The more relevant ads you provide will increase the quality of traffic that reaches your website. The best part about the campaign is combining the Smart Shopping and Local campaigns. This allows you to create a campaign approach that will target your audience based on their search history and location. By combining both types of campaigns, you will capture a larger audience size for your site.
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Is there a limit to the audience size?

There is no limit to the audience size that can be reached with the Smart Shopping campaign. There is some expectation for the number of people you have set as your target audience. The overall number of people you are targeting will not exceed the total number of people searching for your specific keywords in Google. So long as your audience size falls within the number of people searching for your keywords, you will reach a larger audience.
How do we customize our audience?

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When creating the Smart Shopping campaign, you will have three options for customizing your audience.

• Country: This option allows you to choose which country your audience will be based upon. You can choose to focus on a specific country that you want to target. By selecting a specific country, your audience will be based upon the number of people that search for your keyword in that specific country.
• City: Choosing this option will target your audience based on their location. The search data from the users' location will determine which ads should be shown to that user.
• Zip Code: When using this feature, you allow your audience to be based on their current location. By using a zip code, you will allow your audience to expand based on the number of people that live in the same area.
  

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Local Campaign

The Local Campaign is another component of Google Performance Max. This type of campaign targets people based on their location. Consumers will be targeted based on their physical location, not just the location of their IP address. The advertising platforms used in this campaign include Search, YouTube, and Gmail.
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How does this campaign work?

The Local campaign allows you to target the people you want to show your ads based on their current location. The specific Google properties you want to target with the campaign will be defined in the account. When setting up the campaign, you will have two options to customize the audience. You can choose whether or not you want to show the ad to users that are currently in your target area or those that are located within a set radius of your location.
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Why should you use this campaign?

The Local campaign is a great way to expand your audience without worrying about showing your ads to the wrong people. Using the Local campaign, you can reach users based on their current location. This is an excellent option for advertisers targeting a specific regional area.
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Is there a limit to the audience size?

The Local campaign allows you to use your own target audience settings. Whatever size you set, that will be the maximum audience size the campaign will use.
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How do we customize our audience?

When creating the Local campaign, you will have two different options for customizing your audience.

• Location: This option allows you to choose which region your audience will be based upon. You can choose to focus on a specific location that you want to target. By selecting a specific location, your audience will be based upon the number of people that live in the same area.
• Radius: Choosing this option will allow you to target your audience based on their radius from your location. The search data from the users' location will determine which ads should be shown to that user.

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How will Search History be used?

Using the Smart Shopping Campaign and Local Campaign, Google will provide you with more resources to target your audience. The search history will be pulled from cookies already on the user's device. Google indicates that this data will create a better customer service experience. Each user that signs in to your website should have a personalized experience, allowing you to provide a better service and increase the likelihood of engagement.
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Who is Eligible for these Campaigns?

Anyone from a business owner to a consumer can benefit from the Smart Shopping and Local campaigns. This campaign is designed to help businesses of all sizes. It is not just limited to retail establishments. Any business that provides a service can also benefit from these campaigns.
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How Do I Use Them?

To start off, you will need to create your unique Google Merchant Center account and verify the products you will promote. You will also need to create a handful of the campaign that can be associated with the other campaigns. In addition, you will need an AdWords account and place bids for a regular keyword. This can help to maximize your reach and provide the best experience.
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What does this mean for the Future?

By combining both of the campaigns, more businesses will compete with larger companies. In addition, the campaigns will provide a more personalized experience to consumers. The campaign will help improve customer service by providing ads directly to someone who may need your specific product. In conclusion, Google Performance Max is a set of tools used to help businesses automate their online advertising campaign and help them gain more results from the same amount of advertising dollars. In the long run, it can increase a business's revenue. Contact Zeller Media to manage your paid search advertising.

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