- Performance Max (PMax) — ??? ???????? Google ?? ?????? AI. ??????? Search, YouTube, Display, Discover, Maps, Gmail.
- ???????? ???: e-commerce ? ?????, ???-???? ? ??????? ??????? ?????????. ???? ????????? ??? B2B / ??????? ???.
- ????'??????: ??????????? ?????????, ?????????? ??????????, audience signals.
Performance Max — ???????? ???????????? ??? ????????, ?? Google ?????????? ?? ??????? ???????????. ???????????? ??? ????????? ???? ?? ??, ?? ??? ?????? ????? ?????? ? ??? ?????????? ROAS, ??? ?????????? ?? ??????? ?????????? ? ??????????????????. ?????????? ?????????: PMax — ???????? ??????????, ??? ???? ?? ?????????? ????. ????????? ???? ??? ???????????? ?????, ??????? ?????????? ??? ?????????????? ????????? — ?? ?? «???? ???? ?????????????», ?? ?????????? ??????. ??? ???? ???????, ???? PMax ??????????, ???? ??, ? ?? ??????????? ????????, ??? ????????? ?????????????.
?? ???? Performance Max?
- ???? ????????, ??? ???????????? AI Google ??? ?????? ??????? ? ???? ???????.
- ???????? Smart Shopping + Local ????????.
- ????????? ??? ????????? / ???????? ?????????.
- ????? ??????? ???????? ????????? ? Search.
- ????????? ? 2021 ????, ??????????? ? 2026 ??? ????????? e-commerce ?????????????.
??????, ???????? PMax
| ?????? | ?????? |
|---|---|
| Google Search | ???????? ?????????? |
| YouTube | ??????????????? |
| Display Network | ?????????? / ????????? |
| Discover | ??????? ????????? |
| Gmail | ?????-?????????? |
| Maps | ???????? ?????????? |
| Shopping | ??????? ?????????? |
???? ??????????????? PMax
???????? ?????????
- E-commerce ? ????? ???????.
- ????????? ?????? (??????? Smart Local).
- ???-??? ? ??????? ??????? ????????? (50+/??????).
- ?????? ? ??????? ??????????? ?????????.
- ????????????? ???????? ????????.
?????? ?????????
- B2B ? ????????? ??????? ????????.
- ?????? ???????? ? ??????? ??????? ??????.
- ?????? ?????? (?????????????? Search).
- ????? 30 ????????? ?? ?????? (????????? ???????? ????).
- ??????? ????????? CPA (PMax ???? ???????????).
???????????? PMax
1. ??????????
- ??????????? ??????????? ?????????.
- ?????????? Google Merchant Center (e-commerce).
- ?????? ?????? ????????? (Customer Match).
- ???????????? ?????????.
2. Asset Group
| ???????? | ???????????? |
|---|---|
| ????????? | 15 (30 ????????) |
| ????? ????????? | 5 (90 ????????) |
| ????? | 5 (90 ????????) |
| ?????????? | 20 (1.91:1 + 1:1 + 4:5) |
| ???????? | 5 (1:1 + 4:1) |
| ????? | 5 (10+ ?, ??????????? + ?????????????) |
| Sitelinks | 4–10 |
| Callouts | 4–10 |
3. Audience Signals
?????????? Google, ??? ??? ????????? ??????. ?????????????? Custom Audiences (???????? ?????????, ?????), Customer Match (?????? email-????????), In-market + ????????, ??????????. Audience signals — ?? ????????, ? ?? ???????? ?????????.
4. ????????? ??????
- Maximize conversions — ????????? ???, ??? ????????? CPA.
- Target CPA — ?????????? ??????????? ?????????? CPA.
- Maximize conversion value — ??? e-commerce ROAS.
- Target ROAS — ?????????? ?????????? ?????????? ROAS.
5. ??????
- ??????? $50/???? ??? ????????? ????????.
- ?????????????: ???????? CPA × 10–15 ???????.
- ???????: $500 CPA × 10 = $5000/???? ???????.
6. ???? ?????????
- ???????? 1–3 ??????? ??? ?????????.
- ???????? ?????????????? (????????? ????????, ????????).
- ???????????? ?????????????? (???????, ???, ??????????).
?????? ? ???????????
1. ????? ?????? ??????????
Google ?????? ?????????: Best, Good, Low. ????????? Low-?????????. ?????? ???????????? = ????? ????????????.
2. Search Terms Insights
???????? ?????????? ????????? ? Search-??????????. ??????? «Insights» ??????? ?????? ????. ????????? ????? ???????/??????????? ?? ???????? ?? ????? ???????.
3. ?????????? ??????
?????????? ???????? ??????? ?????, ???? ? ??? ? ?????? ???????? ????????. ?????? PMax ??????????? ????????? ??????.
4. ????????? ?????????? ????????
????????? ?????? Customer Match ????????. ????????? ???? lookalike-??????? ? ???? ??????????? ?????. ????????? ???????? ???????? ??????????.
?????????? PMax ? ?????? ?????? ????????
| ??? | ???????? | ????????? | ???????? ??? |
|---|---|---|---|
| Search | ??????? | ?????? Search | ?????????? ?????? |
| Performance Max | ??????? | E-commerce ????????????? | |
| Shopping (???????????) | ???????? | Shopping | ???????? ??? ??????????? ?????????? |
| Display | ???????? | Display Network | ?????????????, ??????????? |
| YouTube | ???????? | YouTube | ????? ????????? |
???????? ????????
- ?????????? PMax + Search ?????????? — Search ???????? ???????? + ?????????? ???????? ??????, PMax — ??? ????.
- ?????? ????????? ??????? — ?????????? ? ?????? ?????????? + ?????.
- Customer Match ??? audience signals.
- ???????????? ????????? ????????? — ???????? ? ????????? ??????.
- Account-level ???????? ??? ??????????? ????????????? ??????.
???????? ??????
- ??????????? ????????? Search — ?????????? ???????? ??????? ?????.
- ????? ???????? ????????? ? Search — ?? ????? ???????.
- ???????? ?????????? — ????? ????????, ???? ????? ??? ??????.
- ?????? ?????????? ??????? — ??????? ??????? = ?????? ??????????.
- ???????? ????? ????????? — ????? 30/??? ????? ????????????.
- ?????? ??????? ????? — ???? ?????????? ?? ????????????? ???????????.
????? ?????????
?? ????? Performance Max?
??? ??? e-commerce + ??????? ? ??????? ????????? + 30+ ?????????/??????. ??? B2B / ??? / ??????? ?????? — ??????????? ?? Search.
?? ???? ?????? ???????? ?????? ? PMax?
???????? — ??????? «Insights» ??????? ???? ?????? ????. ????? ??????????, ??? ? Search. ?????????????? account-level ????????.
PMax vs Search?
Search: ?????? ????????, ?????????? ??????. PMax: ????????????? ?? ?????? Google. ????????? ?????????? ?????? — Search ??? high-intent, PMax ??? ??????? ?????????.
??????? ???? ???????? PMax ??? ????????????
2–4 ????? ??????????? ????????. ?? ??????? ??????? ???? ? ????? 2 ?????. ?????? ?????? ???????? ???? ????????.
??????????? ?????? ??? PMax?
$50–$100/???? ??? ????????? ????????. ????? ????? AI ??????????? ????????????. ?????? ??????? = ?????? ???????????.
??????? ????????
- PMax = AI-?????????, ??????? ??? ?????? Google.
- ???????? ??? e-commerce + ???-???? ? 30+ ?????????/??????.
- ??????? ?????? ?????????? ?????????? + audience signals.
- ????? ????????, ????? ?????????? ????????? ? Search.
- ?????????? ????? ? Search — PMax + Search > ????? ??????.
???? ???? ??? ????? ???????? ? ???????? ????????
??????? UniLink URL ?? ????? ??? — ???? ????????, ??????? ????????, ??????????. ???????????.