Using traditional search, we’ll find those looking for services “right now.” But optimizing the campaign to include the use of Performance Max, we can target searchers based on key characteristics qualifying them as intenders for our client’s products or services. That means we can engage an audience with search advertising while they are in the consideration stage—higher in the funnel.

Performance Max was designed as a compliment to traditional search. It won’t conflict with an advertiser’s existing keyword targeting, but rather expand the portion of the funnel covered by the campaign. It adds a layer of strategy to conquest additional audiences based on internet and search behaviors during their consideration phase.

By changing a 100% traditional search campaign to a 70/30 split of traditional to Performance Max, we tested this model in a client campaign. Here’s what we saw.