Sufficient budget is crucial for the system to learn and deliver stable results. Budgets that are too small often lead to limited optimisation, lower reach and less reliable performance.

For Performance Max to realise its potential, the campaign needs sufficient volume to recognise patterns, adjust bids sensibly and identify suitable target groups across channels. The budget is therefore not just a financial framework, but a key prerequisite for effective automation.

Google AI forms the basis for the optimisation of Performance Max. The system continuously analyses campaign data, target group signals and user behaviour in order to adjust bids, placements and ad combinations in real time.

The aim is to increase the probability of conversions and maximise the conversion value. The better the underlying data and targets are defined, the more precisely Google AI can work and sustainably improve campaign performance.

Performance Max complements traditional search campaigns, but does not replace them completely. While search campaigns are targeted at defined keywords and search queries, Performance Max is more signal- and target-based.

The system uses existing data, target group signals and content to independently identify relevant search queries and display adverts accordingly. In many cases, existing search campaigns retain priority for clearly defined keywords. Performance Max extends the reach beyond this and opens up additional potential that goes beyond classic keyword logic.

Data forms the basis for optimisation. Target group signals, conversion data and other inputs help the system to better identify relevant users and optimise campaigns in a targeted manner.

Performance Max is particularly suitable for companies with clearly defined conversion targets, such as online sales or leads. It is particularly useful if reach is to be built up across channels and not limited to individual platforms. Performance Max is a sensible and useful addition to the online marketing mix.

Yes, the button must clearly signalise that a payable order is being triggered.

Example:
✔ "Buy now" or "Order with obligation to pay"
✘ "Continue" or "Save now" - these formulations are considered legally unclear.

All legally required information - e.g. CE labelling, safety warnings, energy labels or instructions in German.
Example:
Toys without CE labelling or without an age warning are subject to a warning - even if they are sold via TikTok.

Missing information can quickly lead to warnings, cease-and-desist declarations or fines.

Example:
If a product is advertised but the base price ("€/kg" or "€/l") is missing, this can be considered legally misleading.

All classic online trading obligations: Imprint, terms and conditions, cancellation information, privacy policy, complete product information and transparent prices. These requirements apply regardless of the platform - including in social commerce environments such as TikTok.

Yes, although the TikTok shop will be launched in Germany first, it will affect Austrian retailers as soon as they start selling to German customers. The German e-commerce and consumer protection rules then apply in addition to the Austrian ones.

In German-speaking countries (Germany, Austria, Switzerland), programmatic advertising offers particular opportunities thanks to strong media partnerships and regional precision:

• Access to premium inventory from major media companies such as Axel Springer, ORF, CH Media or Blick
• Regional targeting options down to postcode level thanks to IP or GPS data
• Connection to local networks such as Austria WebAd or Swiss Marketplace Group
• Growing use of new formats such as Connected TV or DOOH - especially in urban areas.

These factors make programmatic advertising in the DACH region an effective tool for targeted, measurable campaigns with high relevance.

Programmatic advertising is possible across platforms and channels - making it particularly versatile:

• Websites and apps: classic display banners and native ads
• Connected TV (CTV): moving image advertising on streaming platforms such as Zattoo or Joyn
• Digital Out of Home (DOOH): Digital advertising screens at train stations, shopping centres, bus stops, etc.
• Audio platforms: advertising on services such as Spotify or Audio Now
  All channels can be controlled centrally via so-called DSPs (Demand Side Platforms) - this saves time and resources and ensures consistent playout.

Programmatic advertising is suitable for almost all company sizes and industries - from local retailers to international corporations.

• Smaller companies benefit from the ability to advertise in a highly targeted manner regionally and utilise their budget efficiently.
• Larger brands use programmatic campaigns to realise scalable reach, dynamic ad formats and cross-channel communication.

Programmatic advertising is particularly relevant for companies with a clear understanding of their target group and the desire to optimise their digital advertising based on data.

Programmatic advertising uses both first-party data (e.g. from your own CRM or website tracking) and third-party data (from external data providers). This data helps to segment target groups according to characteristics such as age, interests, online behaviour or location.

Data protection is a top priority here: reputable providers pay strict attention to compliance with the GDPR (General Data Protection Regulation) and offer transparent consent and opt-out options. No personal data is sold, but anonymised user profiles are used.

Traditional online advertising is often based on fixed bookings of advertising space via direct contacts with media companies or platforms - often with flat-rate prices and limited targeting options. Programmatic advertising, on the other hand, is fully automated and data-based: Adverts are displayed in real time via auction processes (real-time bidding) where exactly the right target group is currently located - be it on a website, in an app or on a smart TV. This form of advertising is more flexible, more efficient and allows a much more precise approach.