• Performance Max campaign in Microsoft Ads vs. in Google Ads

Performance Max campaign in Microsoft Ads vs. in Google Ads

How to Allocate Your Budget to Microsoft

Microsoft Ads and Google Ads, the two dominant forces in advertising, both offer Performance Max (PMAX) campaigns.

Google is the market leader, and many advertisers overlook Microsoft’s potential. In today’s article, we’ll explore how Microsoft Advertising can integrate Performance Max campaigns into your strategy to enhance your advertising efficiency.

Many advertisers neglect advertising on Microsoft. Diversifying your strategy to include Microsoft can be highly beneficial, especially since Microsoft’s PMAX campaigns are now available globally.

Today, we’ll examine Google and Microsoft’s Performance Max solutions. We’ll demonstrate how you can easily shift part of your budget from Google to Microsoft this year.

What is Google Performance Max?

Performance Max has been a key feature for Google since its launch in 2021. This campaign type automatically manages ad placements across various Google channels, including YouTube, the Display Network, Search, and more. It uses machine learning to optimize ads based on set goals and automatically creates ads based on advertiser inputs, similar to responsive and display campaigns.

Benefits of Running a Performance Max Campaign in Google Ads

Wide Reach Across Platforms

This unique campaign type allows you to reach the entire Google ecosystem within a single campaign, targeting audiences unavailable through individual campaigns.

Simpler Campaign Management

PMAX offers unified views for all platforms, is easy to set up, and reduces the need for manual adjustments like bid management.

Automated Bidding

Google optimizes bids for the right user at the right time with the right message, efficiently using the budget across various placements based on performance.

Expanded Creative Options

You can use various ad formats as they can be placed throughout the Google ecosystem. Google automatically tests different formats and combinations for maximum efficiency.


PMAX’s machine learning capabilities quickly adapt to unexpected changes in user behavior, market trends, or seasonal fluctuations.

Is Google Performance Max Suitable for Your Business?

  • How quickly revenue is generated?
  • The flexibility of your budget?
  • The availability of creative resources?

To begin with, you should consider whether your service depends on the aforementioned questions. PMAX campaigns are extremely effective for advertisers in the e-commerce sector. Especially if product information feeds are activated in the campaign. If you are already using PMAX on Google, in the second half of today’s article, we will focus on PMAX campaigns on Microsoft. We will show you how you can easily allocate a portion of your budget from Google to test ads on the Microsoft platform.

Microsoft Performance Max

Advertisers constantly seek new methods to increase efficiency with minimal effort. Microsoft Ads recently announced that their PMAX campaigns are now globally available. This is an excellent opportunity for advertisers worldwide to try this campaign type.

Performance Max is a campaign type that uses advanced artificial intelligence to manage campaigns. Advertisers set strategy through goals, assets, and signals. AI dynamically creates and optimizes ads across Microsoft Advertising platforms, leading to better results and seamless campaign execution.

To achieve set goals, this comprehensive campaign offers simple setup for multi-format optimization across various channels, increasing conversions through AI-based recommendations.

Case studies from the open beta version of Performance Max showed excellent performance, delivering more conversions at efficient costs.

Steps for Setting Up Performance Max with Microsoft Ads

  1. Define Your Goals – PMAX focuses on optimizing for conversions that are most valuable to your business.
  2. Prepare Creative Materials – Provide as many high-quality text and visual materials as possible to show relevant ads to your customers. Microsoft’s AI will suggest new materials based on your inputs and target URL, allowing the use of various ad formats.
  3. Define Your Audience – Identify the most suitable customers likely to convert. The campaign will be optimized for these users across the Microsoft network. Audience signals, while not mandatory, can accelerate the learning phase and improve your PMAX campaign’s optimization.

Features of Microsoft Performance Max

  • AI Management – PMAX campaigns utilize Microsoft’s advanced AI for seamless management, aiding in asset creation and audience targeting.
  • Automated Conversion Optimization – Set your campaign strategy including goals, assets, and signals. AI dynamically generates and optimizes ads across platforms like Bing, AOL, Yahoo, and Outlook to maximize performance.
  • Easy Setup – PMAX simplifies campaign setup with a unified platform supporting various ad types, including text and visual formats.
  • Performance-Oriented Assets – Organize your assets into special groups, and PMAX will optimize them to reach the right audience at the right time.
  • AI-Based Recommendations – PMAX offers recommendations tailored to your goals, adjusting to your needs and fine-tuning the campaign for maximum efficiency.

If you’ve imported PMAX campaigns from Google Ads, which began as Smart Shopping or Dynamic Search Ads, Microsoft will gradually upgrade them to Performance Max campaigns. If you’re using a third-party platform that doesn’t support Performance Max, your campaigns will continue to be imported as Smart Shopping or Dynamic Search Ads.

What is the difference between performance and optimization?

Campaign success relies on performance, and both Google and Microsoft improve it using machine learning.

Google provides stable and scalable results thanks to its extensive ecosystem and machine learning models trained on various data points for precise targeting and placement.

Microsoft Advertising differentiates itself by integrating with LinkedIn and using predictive analytics to better forecast user behavior.

Cost Differences ?

When assessing campaigns, advertisers often focus on return on investment (ROI). While neither platform offers fixed pricing models, there are clear differences.

Ad costs on Google and Microsoft vary by targeting options, audience reach, platform competition, and bidding strategies. Generally, Google PMAX campaigns may be more expensive due to its larger user base and broader reach across the Google Search Network, Display Network, and YouTube. Conversely, Microsoft PMAX campaigns can be more cost-effective, especially for niche markets or industries. Ad costs on both platforms are also influenced by ad relevance and quality scores.

Advertisers should consider their campaign goals, target audience, and budget to determine which platform is most cost-effective for them.

Future Plans for Performance Max ?

This year, Microsoft Advertising plans to expand its Performance Max campaigns with new features such as brand exclusions, search insights, search themes, and video content. Microsoft continuously invests in PMAX, increasing its efficiency.

Whether you are a marketing agency interested in advertising on the Microsoft platform or a business managing your paid online advertising needing help, we at BLUE WINSTON are happy to assist you.

Get your product advertising done with BlueWinston

Every single solution and feature is excellent, but all together bring you a powerful product advertising platform for achieving great results and huge time ㅤㅤ& cost savings!

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