Google Ads Performance Max helps you drive performance based on your specified conversion goals, delivering more conversions and value by optimising performance in real time and across channels using Smart Bidding. By using your Search Ads 360 conversion activities data, you can easily have your Google Ads Performance Max campaign automatically optimise bidding towards the kinds of conversions that matter most to you.
What is Search Ads 360 Conversions?
Search Ads 360 Conversions is the conversion tracking system for Google Marketing Platform. Like other conversion tracking systems, it consists of tags that track activity on your site, along with reporting features for adding conversion data to your reports. It uses a cookie to recognise repeat visits from a specific browser.
Search Ads 360 Conversions can be configured to track many kinds of activities that are important to your business, such as when customers click through an ad and request a quote, add items to their shopping basket or make a purchase.
Learn more about Search Ads 360 Conversions.
How Google Ads Performance Max uses Search Ads 360 conversion data to help you reach your goals
Google Ads Performance Max uses machine learning models to optimise bids and placements in order to drive conversions or conversion value for your goals, but you provide important inputs about what types of conversions are most valuable to your business – like the conversion activities that you’ve set up in Search Ads 360 Conversions. By sharing these conversion activities with your Google Ads Performance Max campaign, Performance Max will automatically optimise Smart Bidding to prioritise those types of conversions.
Learn more about Performance Max in the Google Ads Help Centre.
Ready to get started?
Make sure that you’ve set up your Search Ads 360, Google Merchant Center and Search Ads 360 Conversions as described in the next article.
When you’re ready, set up Search Ads 360 Conversions for use in Google Ads Performance Max.