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Google Ads Performance Max New Features & Best Practices

Google is rolling out new features for Performance Max campaigns and sharing best practices to help marketers promote holiday sales more efficiently.

New features for Google Performance Max ad campaigns

Compatibility with the performance chart

Advertisers can now predict the results of Performance Max campaigns using the Google Ads Performance Planner tool.

Performance chart was previously available for search, shopping, display, app, video, and native campaigns. Now it’s Performance Max compatible.

Google stated in an announcement:

You can predict how your campaign will perform in the future and simulate what might happen when you adjust items such as your campaign budget and return on ad spend or CPA targets. Evaluate how changes in campaigns might affect key metrics such as conversion value. Performance chart forecasts are also adjusted according to events seasonal so you can explore potential holiday opportunities in the coming weeks.”

Asset group scheduling

Asset groups in Performance Max can now have automatic rules. This allows you to schedule your campaign to use asset groups when needed.

With automatic rules, you can set ads to show at specific times of the day. You can also schedule asset groups, such as setting up a holiday-themed group of assets before a special sale.

More addresses

Google is increasing the number of test titles you can upload to Performance Max asset pools from five to 15.

Adding more addresses allows Google to test more combinations and find the best performers.

Explanations of online sales campaigns

Google adds new interpretations of Performance Max online sales campaigns with product feeds.

When you run a Performance Max campaign to sell online, you may see interpretations that provide an analysis of the status of your product and best sellers.

With this data, retailers can better understand which products saw the biggest increase in sales during the holiday shopping season.

First party audience insights

Advertisers can add data segments as audience signals in Performance Max campaigns, helping Google find more customers who are more likely to convert.

Data fragments will be added to audience insights on the Insights page in the coming weeks. This allows you to see more of the data you collect first-hand and see which customer lists convert better.

Google Performance Max Holiday Ads Best Practices

Google shares the following best practices for advertisers using Performance Max during the holiday shopping season:

  • Adjust campaign budgets and ROAS or CPA targets up to peak holiday periods. This will help maximize visibility when customers are actively shopping.
  • Consider using seasonality adjustments when making a sale that will drastically change conversion rates for more than seven days.
  • To boost sales of specific products, create separate campaigns with their own goals and budgets.


Source: The Google
Featured image: Tada Images / Shutterstock

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