To build a cross-channel strategy, advertisers have traditionally utilized a mix of individual, channel-specific campaign types to reach their customers at different parts of the marketing funnel. However, this limits your performance potential–you won’t get the full benefits of cross-channel bid optimization since these campaigns can’t look for conversion opportunities across other channels in a holistic way.
Single-channel campaigns are also constrained because they’ll be capped once they can no longer find additional conversions that meet your bid target within that one channel. On the other hand, cross-channel campaigns can find more conversions within your bid target because they have the flexibility to look across all the channels available to them.
Performance Max campaigns
Performance Max drives the strongest performance and ROAS across all of Google’s channels. It automatically uses the full power of Google AI from end-to-end to improve your bidding, audiences, creative, and more. From a single, easy-to-use campaign, capture valuable searches and multiply conversions from customers you might have missed.
Advertisers who adopt Performance Max see an average increase of 27% more conversions or value at a similar CPA/ROAS. This is even when they already use broad match and Smart Bidding in their Search campaigns.1 Based on a Nielsen MMM meta analysis, on average, Google AI-powered Performance Max delivers 8% higher ROAS and 10% higher sales effectiveness than only Search strategies.2
App campaigns
App campaigns are the cross-channel equivalent of Performance Max for advertisers with app promotion goals. They’re specifically designed for promoting your app across Google’s largest properties and networks, including Search, Google Play, YouTube, Discover, and Display.
Demand Gen Campaigns
Demand Gen campaigns use cross-channel bidding to create and convert demand on YouTube and Google’s most visual surfaces. With the power of Google AI, Demand Gen can help you engage the right customers even when they’re in the earlier stages of exploring ideas and browsing. Accelerate the path to purchase with ads that resonate with consumers’ interests and passions.
1. Average uplift in performance based on Google Internal Study - October 2023; Individual results may vary according to campaign details.
2. Nielsen MMM meta analysis commissioned by Google in 2024 that measured Google AI-powered Search ads; Research spanned 1.1MM campaigns across 104 weeks from Food, Beverages, Restaurants; Home & Personal Care; Retail; Branded Apparel & Durables; Telecommunications; and Automotive verticals between 2022 and 2024; ROAS defined as incremental sales per $ spent; Sales Effectiveness defined as incremental sales per 1000 impressions; "Only Search strategies" defined as Text, PLA, LIA and Hotel Search Ads.
