le Performance Max now includes URL-based targeting.
Google launched the URL Contains Targeting functionality on Performance Max.
This feature is available also on Dynamic Ads (DSA) and allows you to specify manually which URL your PMax ads should be shown to.
Thomas Eccel , a Google Ads expert, shared this preview on LinkedIn.
Eccel explained to Search Engine Land why this feature could be extremely useful for advertisers:
- Non-monetizable pages must be excluded from a Pmax campaign that has the Final Url expanded turned on.
- Now, with this new rule, I can tell the PMax that it should only redirect users to pages which include them. ‘/shop, for example. If I want to run a PMax campaign that only targets one product category (for example, Nike shoes), I can include ‘/shoes.
Why should we care? This tool gives marketers more control over the way their ads are delivered, as they can choose manually which tokens to use to reach a specific and relevant audience.
How it works. This functionality allows you to select pages that have URLs containing a specific piece of text, also called a “token”. A token is a text string that’s surrounded by limiters like “/” and ‘-“.
This feature cannot be used in conjunction with URLs like “electronicsexample.com/servicesmenu/” because the word “menu” appears after the targeted keyword “services”. However, this feature can work for URLs like “electronicsexample.com/services-menu/” because the keyword “services” is separated from the word “menu” with the “-“. Other URL separators are:
- “:”
- “/”
- “?”
- “+”
- “&”
What did Google say?
- This is a brand new feature that will be available for Performance Max.”
- As part of our voluntary upgrade announced in July, we are bringing URL Contains Targeting functionality from Dynamic Search Ads (DSA) to Performance Max in order to better support DSA usage cases in PMax.
- This feature is exactly the same as what DSA offers today.
Deep dive. Visit Google Ads Help Center to learn more about the URL contained in DSA.
The original post Google Performance Max adds URL Contains Targeting functionality appeared first on Search Engine Land.