A pressing question of interest to all those who advertise their online store in Google Ads is how the click price is regulated and formed in Performance Max campaigns. Let's discuss this issue as much as possible.
Performance Max is a type of campaign that is focused on maximum efficiency in terms of conversions - the number, price and value of conversions.
The main adjustable parameters in this type of campaigns:
- cost / conversion;
- conversion value.
The cost-per-click is not an adjustable parameter in this type of campaigns at all.
You may ask:
🤔 Why does the cost-per-click always change up and down?
We will answer:
✅ Performance Max displays on different types of platforms, starting from regular Google search, different placements of search results, and ending with partner platforms, regardless of your advertising priorities in the content.
✅ The main thing for this campaign is the final efficiency expressed in conversions. That is why the click price in such campaigns can be different, since it varies greatly depending on the different types of platforms used. The search may have the highest click price, while display network the lowest. If Google used search traffic to achieve the final goal, then the click price will be high, if from the display network - low, and this is not controlled in any way.
We can also write thoughts about the fact that the cost-per-click can automatically adjust to the value settings of campaigns and results, but we still come to the fact that the click price is formed from the platforms that Performance Max uses in impressions, which the advertiser has absolutely no influence on. And that's it!
We hope you found this information useful.
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