Google just announced a couple of updates for its ‘Performance Max’ campaigns. These include new insights and manual checking options, a new customer acquisition goal, and improvements for existing local campaigns and smart shopping.
Maxing Out
Performance Max was designed to primarily drive conversion, with Google’s automated system working to optimize ad performance in real-time, across channels, through smart bidding. This process essentially enables Google’s auto-bidding and budget optimization for audiences and creative elements to work together and offer the best results for your campaign, reducing manual workload in focusing on your ad performance.
Its latest update includes Google launching a new insight element for Performance Max, providing you with more information on the specific elements being factored into your campaign. You also get information about the levers you can use to improve results. On this front, Google is adding two new elements – ‘Asset Insights’ and ‘Consumer Interest Insights’. The former provides data on how your video, image, and text assets are clicking with specific consumer segments, while the latter uncovers the top search query themes relevant to your campaign.
As per Google:
“For example, if you’re an outdoor retailer running a campaign for bikes, you may find that exercise enthusiasts engage more with images of people mountain biking, rather than product images of the bike itself. Using these insights, you can tailor your creative and influence your broader marketing strategy.”
To add, Google’s also introducing a new customer acquisition goal designed to optimize leads and sales.
“This was previously available for retailers using Smart Shopping campaigns and is now expanding to more advertiser goals in Performance Max. This goal will allow you to either bid more for new customers compared to existing customers, or focus your optimizations on new customers only while maintaining your cost efficiency.”
Advertisers can also use personal customer match lists to maximize their campaign performance.
Lastly, Google will now also alert relevant ad accounts when they can upgrade Performance Max campaigns within the Ad Manager app. Advertisers running local campaigns and smart shopping will soon be prompted to upgrade to Performance Max, providing additional access placements and formats across YouTube, Search Text Ads, and Discover.
The Wrap
Google’s main aim seems to be having all these options in place for advertisers so they can plan ahead for the holidays. It could be a valuable consideration for brands looking to further maximize their Google Ads campaigns based on its evolving automation tools.
This, however, will require testing, so it’s good seeing Google push the launch of these new tools well ahead of year-end. They’re certainly worth exploring. Check out a video on Performance Max here, while a guide on campaign best practices is also available.
Subscribe to our‘Bottoms Up!’ Newsletter. Get the latest social media blogs about news, updates, trends, and effective social media strategies to take your business to the highest level from Tristan Ahumada and Jeff Pfitzer.
Please note:
This action will also remove this member from your connections and send a report to the site admin.
Please allow a few minutes for this process to complete.
