Wavemaker U.K. created an entirely new business unit dedicated to developing best-in-class strategies for Performance Max, Google’s newest campaign type that runs across all its ad channels and inventory. The unit brings together experts in AI, predictive algorithms, creative, measurement, and first-party data to test and scale Performance Max for the agency’s clients. Extensive testing has yielded 53% growth in conversions, and 19% lower cost per click versus conventional channel-specific campaigns.
“We created an innovative approach to test, challenge, and therefore deeply understand how Performance Max can work for agencies and clients,” said Dan Roberts, head of paid search at Wavemaker. “We know that Performance Max represents the future of performance advertising and that brands who start to master this now will be the winners in the next few years. We’ve now found the right formula for success.”
“Google has provided this Formula One car of solutions to everyone,” Beresin said. “They’ve democratised it. But that doesn’t mean that everyone’s suddenly winning the race, right? Now, winning the race means having the better tire strategy, the better pitting strategy, the better fuel strategy. In terms of digital marketing, it means having the better feeds, the better audience data, the better conversion definition and revenue definition, and more in order to outpace and outcompete the competition.”