It’s no secret that Google promotes Performance Max campaigns to advertisers.
In fact, Performance Max campaigns will replace Smart Shopping and Local campaigns by the end of Q3 2022.
With the newest campaign type emerging as one of the new standards, Google is adding new features to help advertisers with this big change.
Explanation of new features
Google has announced three new features that will be rolling out in the coming weeks. These features include:
- New customer acquisition goal type
- consumer interest insights
- One-click upgrade tool
Let’s go over each feature a little bit.
#1: Customer Acquisition Goal
Although the Customer Acquisition goal type is new to Performance Max, it is not new to Google Ads.
Customer acquisition goals were available with Smart Shopping campaigns to get started. With the forced migration to Performance Max, Google now provides this for this campaign type.
The goal type will allow you to do one of two things:
- Bid more new customers same as existing customers
- Focus on improvements on new customers only, while maintaining cost efficiency
#2: Customer interest insights
In the next few weeks, Google will roll out Customer Interest Statistics on the Insights page in Google Ads. This update will allow you to see which search attributes lead to conversions.
This is a big problem because there are currently no such ideas in Performance Max campaigns. Advertisers are given very little detail about what factors lead to conversions.
Here is an example of interest insights:
Additionally, Google releases asset audience insights. This will tell you how your text, image and video assets resonate with specific audiences.
The last vision added to Performance Max is Diagnostic Insights. This will show you any potential setup issues that are preventing your ads from showing.
If Google identifies a problem, a suggestion will be listed to help fix the problem.
#3: One-click upgrade tool
Google is rolling out the upgrade tool in phases. Over the next few weeks, you’ll receive a notification in your Google Ads account when the 1-click tool is available for your account.
You will be able to access this tool from the Recommendations page and the Campaigns page.
The rollout will start with Smart Shopping campaigns. Starting in June, you’ll be able to use it to upgrade local campaigns.
When you use the tool to migrate, your respective campaigns will become a new, separate Performance Max campaign. All budgets, settings, and knowledge from previous campaigns will be carried over.
Today, customers own multiple devices and interact with brands on many channels. Gone are the days of the linear consumer journey.
Google understands that the landscape of the customer journey has changed. These new features in Performance Max aim to find the perfect combination of inventory and ad formats to get you the best results.
While the 1-Click feature aims to make life easier for advertisers, it is definitely aimed at new marketers. Seasoned marketers had mixed feelings about the new campaign type, as well as mixed results.
If you haven’t tried Performance Max campaigns, try setting up a campaign yourself first to understand the setup mechanics.
With automation available for free, it can be incredibly easy to make a setting change that isn’t aligned with your campaign goals. While the one-click tool can be useful to some, you’ll keep more insights by experimenting with the Performance Max setup firsthand.
Source: The Google
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