, 4 new Google Performance Max features will be available //
Google has just announced four new Performance Max (PMax), features.
TBD. TBD.
- Campaign-level brand exclusions for additional control to ensure PMax does not serve on any branded queries advertisers might want to avoid.
- Page feeds – This feature allows advertisers to send traffic to specific landing page URLs from their website.
- Video creation We’ve made it easier by adding more editing tools into the campaign setup process.
- Additional reporting: Reporting at the asset level and budget pacing insights will help advertisers improve their understanding of campaign performance.
Why we care. Since long, advertisers have asked for improvements in PMax. It seems that Google is at least trying. Advertisers can view conversions, conversion values, and other metrics at asset group level, which allows them to improve their creative strategies and optimize their campaigns.
Advertisers can also use budget pacing insights to ensure their campaigns deliver the desired results.
The integration of video creation tools directly into PMax campaigns setup and editing workflows makes it easy to create high-quality content. The tool may have a few limitations.
These new tools and features seem to be a positive step in the right direction. However, you should make sure to thoroughly test them and give feedback to Google whenever you can.
Campaign-level brand exclusions. Google gives advertisers more control over Performance Max campaigns. These exclusions will stop campaigns appearing in Search and Shopping inventory for specific brand queries the user does not wish to avoid. These exclusions can be used to prevent brand misspellings or brand searches in foreign languages. You can choose to exclude your brand terms or select from a list that includes other brands. Google Ads allows you to request the addition of a brand that isn’t on the list.
Page feeds. Performance Max users will soon be able to access page feeds. This feature will enable them to optimize Search inventory results. You can use page feeds to direct traffic to landing pages URLs on your website. These URLs can be grouped by theme with labels to make them easier to find in a campaign or asset group.
Page feeds, when combined with final URL extension, which uses keywordless AI technology in order to better understand the importance landing pages have for a business, can help guide and inform AI and drive valuable conversions through untargeted or unexpected search queries. Performance Max users have another tool that can be used to maximize their final URL expansion.
Video creation. Video creation tools are now integrated into Performance Max’s campaign setup and editing workflows to simplify creating video ads. These tools were previously only available in the Asset Library. This integration makes it possible for users to quickly create video content, even if there aren’t the necessary resources or time.
Additional reporting. You will soon be able to see conversions, cost, and conversion value at the asset group level. These data will allow you to improve your creative strategy and optimize campaigns.
You will also be able to access budget pacing insights soon. These will provide you with automatic suggestions to optimize your budget and improve campaign performance. These insights include data on the amount of a campaign’s expenditures and projected spending, as well forecasted and current conversion performance.
This is not news. Google recently introduced account-level negative keywords, new experiments, and the Content Suitability Center, which are all designed to increase efficiency. These features might be worth a try if you haven’t yet.
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