In recent years, with the improvement of the Internet environment and the increase in demand for smartphones and tablet devices, services that use the online environment have been appearing one after another. Among these, the web advertising market is an advertising medium that undergoes various updates every day and is growing at a dizzying speed. In Japan, the momentum of the web advertising market is increasing year by year, and its use is expanding among many companies and marketers, serving as an important bridge between users and web users.
The web advertising market is attracting worldwide attention, and Google Ads is an advertising distribution service provided by Google. Recently, Google Ads has been recognized by many users as the most used advertisement around the world, and has established its value. A new product called “P-MAX Campaign” has been released from Google Ads. The recently released P-MAX campaign is expected to improve convenience in a variety of ways for users of Google Ads. It also includes content that has not been implemented before, and it is thought that it will have a major impact on the future advertising market in terms of functionality.
In this article, we will introduce the recently released “P-MAX Campaign” in detail, touching on its functionality and features. In addition, in explaining the P-MAX campaign, an understanding of the basic knowledge of Google Ads is the basis, so we will also introduce the basics of Google Ads in this article.
What is Google Ads?
Google Ads is an online advertisement provided by Google, a major company that operates one of the world’s largest
search engine
services. Currently, Google’s market share as a search engine in Japan is said to exceed 75%, and it has grown into a platform that is popular with a wide range of people, regardless of age or gender.
When the Google Ads service was first launched, it started out as Google Adwords, and the name was changed in 2018. Google Ads is equipped with a wide variety of ground-breaking features, and the opportunities for its use are expanding year by year to meet the needs of various users who provide businesses and services. Since the number of users using Google is huge worldwide, Google has accumulated various signals and a huge amount of information from real active users. By using this information, you can implement Google ads, which enables more precise targeting and allows you to maximize the reach of your desired users with your business and the services you provide. Approach users who are relatively sensitive to your business or services, such as services that allow you to display advertisements based on the search keywords of users who actually use search engines with a purpose. This will provide you with great power in expanding your business and services.
There are various types of Google ads, including listing ads (search-linked ads) that display ads using text, display ads that display ads using images, text, videos, etc. Examples include video advertisements that distribute advertisements specialized in videos such as YouTube. In addition to responding to the diversification of targets, you can choose the placement method according to the business, service, and purpose of the advertisement, making it possible to distribute advertisements flexibly.
What is P-MAX campaign?
The P-MAX campaign began in May 2021, and Google officially revealed the full details of the P-MAX product to the world. After that, preparations for the launch of the product steadily progressed, and after conducting operational tests in the beta version and making various updates, the P-MAX campaign will be officially launched for use worldwide in November 2021. It was.
The P-MAX campaign, also known as the “Performance Maximization Campaign,” updates various functions in Google ad distribution and includes functions that improve convenience for ad distributors.
In terms of actual functionality, as mentioned above, each ad distribution space prepared by Google, such as “search ads, display ads, YouTube ads,” among the distribution types of Google ads, is unified as a single campaign, and the ad distribution is performed. This is an epoch-making service that makes it possible. In addition to search ads, display ads, and YouTube ads, it also has the ability to deliver ads to Gmail, Discover, and Google Maps.
For example, until now, if the ad distribution slots were different, such as “search ads” and “YouTube ads,” the basic flow was to create a campaign for each ad distribution slot. However, with the advent of P-MAX Campaign, it has become possible to manage the campaigns themselves as one, and it has become possible to distribute advertisements to all ad distribution slots at once. You will be able to smoothly carry out complex and time-consuming processes such as setting the budget for each campaign when creating a campaign, which will lead to some leeway in the effort and resources you have been spending up until now. Sho.
Ad distribution frame applicable to P-MAX campaign
From here, we will briefly introduce the ad distribution slots that can be applied to the P-MAX campaign by type.
Search-Search Ads
Search ads provided by Google are also commonly known as “listing ads.” This is a service that uses Google’s search engine to display advertisements on search results associated with keywords when a user actually enters a keyword and takes a search action. The actual advertisement displayed will be a text advertisement that is displayed only as text. Web users who use Google’s search engine and perform search actions can be expected to have some sort of purpose in their search actions. Additionally, if someone has already taken a search action, it can be assumed that they have a high level of interest in some purpose. Therefore, by utilizing Google’s search ads, you can expect to approach this highly sensitive user group whose needs have become apparent, making it possible for companies and marketers to expand the services and business they provide.
Display-Display advertising
Google Display Advertising is a type of online advertising provided by Google, and is also known as “GDN (Google Display Network)”. Using Google Display Ads, you can use ads to reach many users with your business or service on over 650,000 apps and over 2 million websites, including Gmail and YouTube operated by Google. It will be possible to distribute it.
Google Display Ads is a service that allows you to display advertisements in places that have been previously set up as advertising space on websites and apps. As mentioned above, a typical type of Google Ads is “Listing Ads,” which allows users to display advertisements about their business or services based on searched keywords using a search engine. Listing ads have a higher ability to approach existing demographics and tend to lead to
as marketers aim for, as users search with a purpose in mind.
On the other hand, with Google Display Ads, you can use videos and images to visually display your business or services. Therefore, you can approach your business and services to a wide range of targets, making it suitable for expanding awareness and branding.
YouTube-YouTube Advertisement
YouTube Ads is a service that allows you to display video-based advertisements on the popular video site YouTube. YouTube ads can be targeted using detailed data such as interests, behavior, and region based on user data, allowing you to accurately reach the desired users with your business or service.
Currently, in Japan, the number of users of YouTube, regardless of age or gender, is increasing year by year, and YouTube has become an explosively popular video distribution site. By linking this huge number of users to advertisements, YouTube advertising creates an overwhelming opportunity to display advertisements. In addition, because the majority of advertisements are displayed using videos, they have high visibility and are able to display advertisements to a wide range of age groups.
Discover-Find Ads
Discover Find Ads is a service that allows you to display ads between feeds within Discover, YouTube, and Gmail using images and text. It’s a relatively native type of ad, as the ads actually appear between the feeds, making them part of the content. Since it is a native advertising display method, it has the characteristic that it is possible to deliver advertisements as if they were coming naturally to the user’s eyes. In addition, since user targeting is performed based on Google login data, detailed targeting that takes into account various signals is possible.
Gmail – Find Ads
Gmail Ads is a service provided by Google that allows you to display advertisements within Gmail. The advertisement display surface looks like an actual email, but it has the characteristic that it says “advertisement”. When you tap an ad, you can move to the landing page where the ad transitions and guide the desired users. Please keep in mind that the ad display screen will display only text if it is in the inbox stage, and will display the ad using images and text if it is in the opening stage.
Map-Local Search Ads
Map advertising is a service that enables advertising distribution using Google Maps provided by Google. Map advertising is called “local search advertising,” and in recent years, many companies have been using local search advertising to display advertisements for their business locations and approach target users. For example, when a user uses the Google search engine or Google Maps to search for “nearby shops,” you can promote your business location through the display of advertisements. By utilizing this service, you can expect to expand the business and services you provide by encouraging users to visit your store, increasing the number of telephone inquiries, and so on.
*The ad distribution frame explained above is actually the ad distribution frame that can be applied to the P-MAX campaign. Make use of the P-MAX campaign after understanding the characteristics of each ad distribution slot.
Benefits of using P-MAX campaign
As mentioned above, the biggest feature of the P-MAX campaign is that each ad distribution space provided by Google, such as search ads, display ads, and YouTube ads, is integrated into one campaign, and the ads One of the main points is that it enables the distribution of From this, there are various benefits when using the P-MAX campaign.
First, the first advantage is that until now campaign data had been dispersed for each campaign, but with the effects of the P-MAX campaign, even more data can be aggregated into one, expanding the range of data utilization. It spreads.
The second advantage is that campaign data is collected in one place, making it easier to manage and operate complex campaigns.
The third benefit is that more data will be accumulated in a single campaign, so Google’s unique machine learning will work on various signals and optimize more than ever before. .
The fourth advantage is that budget settings that were previously made for each campaign can be managed and configured all at once, making it possible to compensate for missed opportunities in advertising display. I can list it.
Finally, the fifth benefit is that you are more likely to discover conversions that you wouldn’t even be able to find. It is now possible to allocate the budget to campaigns that were previously incurring opportunity losses due to no advertisements being distributed because the campaign itself was not created, allowing advertisements to be distributed. By developing new businesses and services that you provide, you can secure connections with users you have not had contact with before, and as a result, you can expect to increase the possibility of acquiring conversions.
summary
In this article, we have introduced the “P-MAX Campaign” in detail, touching on its functionality and features. The P-MAX campaign has newly started from Google Ads, which is gaining attention every year. Although it has only just begun to be put into practical use, we have found that it is a ground-breaking product that enables the distribution of advertisements by integrating the various ad distribution slots provided by Google as a single campaign.
Although this is an innovative P-MAX campaign, the ability to completely optimize every step of the process has not been established at this stage, so as suggested by Google, We recommend using it to run. The release of the P-MAX campaign is just the beginning. It is expected that updates will be repeated in the near future and the product will grow into a product that attracts even more attention, so it is important to understand the current P-MAX campaign and keep a close eye on future trends.