Introduction

Integrating video into digital advertising campaigns has become a necessity rather than an option. As Google’s Performance Max (PMax) campaigns gain traction, advertisers are realizing the untapped potential of video to engage audiences, boost click-through rates (CTR), and improve return on ad spend (ROAS). In this case study, we explore how an e-commerce company successfully leveraged video in their PMax campaigns, achieving substantial improvements in ad performance.

If you are generally not familiar with Google Pmax campaigns, read up now here!

Why Performance Max Needs Video

Performance Max campaigns use Google’s machine learning to serve ads across multiple platforms, including Search, Display, YouTube, Discover, and Gmail. However, many advertisers rely solely on static images and text, missing out on the impact that video can bring.

Integrating video into PMax campaigns enhances engagement, making ads more compelling and increasing their effectiveness across Google’s ecosystem. Video formats are particularly important for YouTube placements and mobile-heavy environments where static ads often underperform.

Case Study: Integrating Video in Performance Max for an E-commerce Brand

Initial Challenges

Before integrating video, the e-commerce brand struggled with stagnating CTR and inefficient ad spend. Their ads were performing decently but lacked engagement in key placements, especially on YouTube and the Display Network. Their CTR sat at 1.2%, and their ROAS hovered around 3.5x—acceptable but leaving room for growth.

The Video Strategy

To improve their performance, we guided the company in creating and integrating five key video assets:

• Two horizontal videos optimized for YouTube and desktop placements.
• Two vertical videos designed for mobile feeds and Stories.
• One square video for maximum adaptability across Google’s platforms.

These videos focused on showcasing the product in action, emphasizing unique selling points, and maintaining brand consistency. Each was crafted with a clear call to action (CTA) to drive engagement and conversions.

Results After Implementation

After integrating video, the campaign performance saw dramatic improvements:

• CTR increased by 21%, rising from 1.2% to 1.45%. This jump demonstrated that video made the ads significantly more engaging.
• ROAS increased by 9%, moving from 3.5x to 3.82x. While not the most dramatic shift, this improvement indicated better ad efficiency and higher returns.
• Cost per click (CPC) dropped by 7%, allowing the brand to gain more traffic at a lower cost.
• Conversion rates improved by 11%, indicating that users who engaged with the video-driven ads were more likely to complete a purchase.

Performance Max Key Takeaways for Advertisers

1. Video Boosts CTR Significantly

The 21% increase in CTR proves that integrating video in PMax campaigns makes ads more compelling and encourages more clicks.

2. Video Reduces CPC and Improves Efficiency

Since videos are engaging and Google rewards ad formats that retain user attention, CPC naturally decreases, making video a cost-effective addition.

3. ROAS Improves with Strategic Video Use

While the increase in ROAS was more moderate, it still showcased that video helps improve efficiency by delivering higher returns for each dollar spent.

4. Video Ensures Visibility Across All Platforms

PMax optimizes ads for different placements, and having diverse video formats ensures your ads are always served in the most effective way possible.

Conclusion: Why You Should Start Integrating Video

This case study highlights the undeniable benefits of integrating video in PMax campaigns. Whether you’re struggling with low engagement, high CPCs, or stagnating ROAS, video can significantly enhance your campaign’s performance.

Advertisers who embrace video can expect better engagement, improved efficiency, and higher returns. If you’re running PMax campaigns without video, now is the time to integrate it and maximize your advertising potential.

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