Wavemaker UK has announced the launch of a dedicated new unit to help clients embrace Google’s new Performance Max (PMAX) product.
PMAX is a goal-based tool from Google that lets performance advertisers access all their Google Ad Inventory from a single campaign.
It is designed to complement existing keyword-based search campaigns to help advertisers find more converting customers across all of Google's channels including YouTube, Display, Search, Discover, Gmail, and Maps.
Wavemaker’s new unit will be led by Greg Shickle, General Manager, Biddable Platforms and Operational Models, and will see experts in creative, automation, predictive algorithms, measurement and first party data come together alongside Google’s own team to test, master and scale PMAX for the agency’s clients.
Clients including My5 and Donald Russell are already on board, and the company claims that initial testing has yielded 18% lower cost-per-clicks and 20% lower cost-per-acquisition versus conventional channel specific campaigns.
Kelly Parker, COO, Wavemaker UK said: “At Wavemaker we believe in running towards change. We know that PMAX represents the future of performance advertising and that brands who start to master this now will be the winners in the next five years.
"We are excited to be partnering with Google on this project, putting our client base ahead of their peers on what is only going to be an inevitable shift in outcome based buying.”
Jo Baker, Agency Industry Head, Google added: “We know advertisers want simplicity, value, and performance and that’s exactly what PMAX delivers. We are thrilled to be working with Wavemaker and supporting their ambition to lead the industry in embracing this new innovation.”