A local coffee shop is looking to drive more store visits from their Google Ads campaigns. Why should they consider using a Performance Max campaign?

Analysis of Correct Answer(s)

• A Performance Max campaign can help them find new valuable customers across Google Ads inventory through the use of AI.
  • This is the primary benefit of Performance Max campaigns, especially for objectives like driving store visits. Performance Max leverages Google's AI and machine learning to automatically optimize bids, budgets, creatives, and placements across all Google Ads inventory (Search, Display, YouTube, Gmail, Discover, and Maps).
  • For a local coffee shop, this means the campaign can intelligently identify and target users who are most likely to visit a physical store, based on their real-time behavior, location signals, and past interactions. The AI effectively expands the reach beyond traditional search, finding new, valuable customers efficiently.

Analysis of Incorrect Options

• Performance Max campaigns that include video ad formats allow advertisers to see an average increase of 13% total incremental conversions.
  • While Performance Max does utilize video assets and aims for incremental conversions, the specific statistic of "13% total incremental conversions" is a general marketing claim or a potential outcome, not the fundamental reason to choose Performance Max. The core benefit lies in its AI-driven, comprehensive approach across all inventory, not a singular statistic tied to one asset type. The question asks why they should consider it, pointing to its core mechanism, not a potential statistical outcome.
• The manual creation of assets allows advertisers to spend time crafting their unique value proposition.
  • While advertisers do create assets for Performance Max, this statement is misleading as a core reason to choose the campaign type. All Google Ads campaigns require asset creation to convey a value proposition. The unique strength of Performance Max isn't the manual creation itself, but how its AI automatically combines and optimizes diverse assets (text, images, videos) across various channels to find the best performing combinations. The emphasis of PMax is on automation and AI-driven optimization, not manual crafting as its defining advantage.
• Advertisers can use Performance Max campaigns to choose the websites on which they show ads, which could result in more store visits from potential customers.
  • This statement is incorrect. A key characteristic of Performance Max is its automated placement across Google's entire network. Advertisers do not have granular control over specific websites or placements where their ads appear. The AI determines the optimal placements to achieve the campaign goals, which means manual selection of websites is not possible within a Performance Max campaign.