Should Advertisers Rethink The ‘For Vs. Against’ Stance On Performance Max?

Performance Max has become one of the most talked-about campaign types in PPC for a number of reasons.

Some advertisers swear by it, while others remain skeptical, and opinions are increasingly polarized.

In reality, PMax is neither flawless nor fundamentally flawed. It is a campaign type with both advantages and drawbacks, and deciding whether to use it requires nuance.

Before taking a “for or against” stance, consider how PMax evolved, why the industry is divided, and when this campaign type makes strategic sense.

Starting at the beginning,…