Digital marketers can now optimize and demonstrate the increased value of their Performance Max campaigns with new features from Google.
The search and advertising giant has announced several updates to help advertisers improve campaign performance on search inventory, increase ROI through high-impact video creatives, measure conversion increases, and get deeper reporting.
Brand exceptions
One of the new features that Google is rolling out is brand exclusions at the campaign level, which will provide additional control for Performance Max campaigns.
Advertisers can now exclude their own brand terms and choose from a list of other brands to exclude.
This feature will help prevent traffic from most trademark misspellings and foreign language trademark searches.
Exclusions will also ensure that Performance Max campaigns are not shown for brand-related queries that advertisers want to avoid in the search and shopping inventory.
Page feed
In the coming months, Google will roll out page feeds to Performance Max to help advertisers improve their results from search inventory.
This feature allows advertisers to send traffic to specific website landing page URLs.
Advertisers can also use labels to group URLs by topic to make it easier to use in a particular campaign or asset group.
Easier video creation
To make it easier to deliver high-quality video ads, Google has integrated video creation tools directly into your Performance Max campaign setup and editing workflow.
Previously, this feature was only available in the asset library.
Advertisers who have always wanted to create a video ad but lacked the resources or time to do so can now take advantage of this feature.
New reports and statistics
To help advertisers understand and evaluate their results, Google is introducing new reports and insights.
Soon, advertisers will be able to see conversions, conversion value, cost, and various other metrics at the asset group level.
Google also provides insights into budget organization that will help advertisers automatically detect opportunities to improve their budget and performance.
Advertisers can see how much their campaigns have spent and are expected to spend, along with current and projected conversion performance.
With this information, advertisers can understand how their campaign is pacing and if there is an opportunity to change or reallocate their budget to drive more conversions.
In summary
New Google features for Performance Max campaigns give advertisers greater control, flexibility and insights.
The ability to exclude brand terms and block traffic from brand misspellings and foreign languages helps improve campaign performance and ROI.
The introduction of page feeds and built-in video creation tools make it easier for advertisers to improve their results and create high-quality video ads.
Finally, new reporting features and insights enable advertisers to measure conversion height and get deeper reporting, providing a better understanding of how their campaigns are performing and how to improve their budget and performance.
Overall, these updates are a valuable addition to Google Ads for marketers looking to get more out of their Performance Max campaigns.
Featured image: Camilo Concha/Shutterstock
