Should You Run Search and Performance Max Campaigns Together?

By: Jyll Saskin Gales, Google Ads Coach

Is combining Google Ads Search campaigns with Performance Max a recipe for success? Google calls this the "Power Pair," but is it really all it's cracked up to be?

Let's dive in and explore the benefits and considerations of running Search and Performance Max campaigns together.

Understanding the Power Pair: Search & Performance Max

While Google suggests that running Search and Performance Max campaigns together can yield better results, it's not a magic bullet. The truth is, Search campaigns give you more control and transparency over your targeting and ad copy, while Performance Max casts a wider net across Google's network.

When to Consider PMax and Search together

Running Search and Performance Max campaigns together can be a viable strategy if you have two key elements in place:

• Sufficient budget: Adequately funding both campaign types is crucial to avoid spreading your budget too thin and hindering performance.
• Understanding of keyword prioritization: When both campaigns are eligible to serve an ad for the same search, Google Ads uses a prioritization system to determine which campaign gets the spotlight. If you're so inclined, you can read this full breakdown of how keyword prioritization works in Google Ads.

Search Themes in Performance Max are not like Keywords

Search themes in Performance Max are designed to give Google an idea of the types of searches you want your ads to appear for. However, unlike keyword targeting, search themes act like audience signals. Performance Max ultimately prioritizes whatever searches it thinks are most likely to meet your campaign goals. This is in contrast to search, where you don't have as much control as you used to, but you'll still only show ads when the user's search is connected to your keywords in some way.

Making the Most of Search and Performance Max

If you decide to run Search and Performance Max campaigns together, consider these tips:

• Clearly define your goals for each campaign. What do you want to achieve with Search? What do you want to achieve with Performance Max?
• Use Search campaigns for more precise targeting and control. Leverage Exact Match keywords and tailored ad copy to reach specific kinds of users.
• Use Performance Max to expand your reach and explore new audiences. Let Google's AI work its magic across various channels.
• Monitor your campaigns closely and adjust your strategies as needed. Keep an eye on performance and make changes based on the data.

Is the Power Pair effective?

While the "Power Pair" of Search and Performance Max campaigns can be effective, it's not a one-size-fits-all solution. By understanding the nuances of keyword prioritization, budgeting effectively, and clearly defining your goals, you can leverage the strengths of both campaign types to achieve your desired outcomes.

Further reading about Google Ads Performance Max

Performance Max vs Search for Lead Generation

Can you use Performance Max for Lead Generation?

Performance Max vs Standard Shopping for Ecommerce

Should you run feed-only Performance Max for Ecommerce?

Is Performance Max worth it for small businesses?