What’s new in Performance Max campaigns
02/23/23 - Granular
Granular analysis and first look
Google has introduced several new features and enhancements to Performance Max campaigns on February 23, 2023 to help advertisers optimize their ad performance across all Google channels. These updates include account-level negative keywords, campaign-level brand exclusions, page feeds, experiments, and new tools for video creation and reporting.
Why this matters?
- Enhanced Control: Advertisers can now use account-level negative keywords and campaign-level brand exclusions to maintain brand suitability and exclude unwanted traffic.
- Improved Optimization: Page feeds and the new video creation tool help advertisers better guide AI and create high-quality video assets, enhancing campaign performance.
- Accurate Measurement: New experiment features and detailed asset group reporting allow advertisers to measure incremental conversion uplift and understand the impact of their campaigns more precisely.
Next Steps/Action Items
- Utilize Account-Level Negative Keywords: Add negative keywords at the account level to exclude unwanted traffic across all campaigns.
- Set Up Campaign-Level Brand Exclusions: Control which brands your campaigns match to and exclude specific brands as needed.
- Leverage Page Feeds: Upload page feeds to refine results and guide Google’s AI to prioritize important URLs.
- Experiment and Measure: Use experiments to test the impact of Performance Max campaigns on conversion uplift and make data-driven decisions.
- Enhance Video Assets: Use the video creation tool to produce high-quality video content in multiple formats and upload relevant assets.
- Monitor Asset Group Performance: Utilize asset group reporting to understand the contribution of each group to overall campaign performance.
- Optimize Budgets: Use budget pacing insights to uncover opportunities to optimize budget utilization and drive more conversions.
Helpful links for this Google update
Learn more about past Google updates
- Sep 2023 - Maximize views for your budget with Video View Campaigns on YouTube, now globally available
- Aug 2023 - Multiply your holiday performance with new ads and insights features
- Jun 2023 - Timing update: First click, linear, time decay, and position-based attribution models are going away
- Feb 2023 - The Ads Privacy Hub helps you measure performance more effectively
- Feb 2023 - What’s new in Performance Max campaigns
- Feb 2023 - Unlock the power of your Search ads with new tools
- Aug 2023 - Our new policy to help guide advertisers and build trust with users
- Aug 2023 - Vehicle ads will be upgraded to Performance Max with vehicle feeds
- Aug 2023 - Get ready to upgrade your Discovery ads to Demand Gen
- Jun 2023 - Store sales reporting and bidding are now available across Performance Max Campaigns
- Aug 2023 - New Google Analytics 4 features for better App campaign performance
- Sep 2023 - Multiply your creativity with AI-powered tools for Search ads
- Sep 2023 - More information on Google Ads move to real-time bidding for apps
- May 2023 - Google Marketing Live 2023: Multiply your results with Search and Performance Max campaigns
- May 2023 - Google Marketing Live 2023: Increase sales with innovations designed specifically for retailers
- May 2023 - Google Marketing Live 2023: Enhance YouTube campaigns with Google AI and suitability solutions
- May 2023 - Google I/O: Making AI helpful for everyone
- Mar 2023 - New features to help you grow demand with Discovery ads
- Apr 2023 - First click, linear, time decay and position-based attribution models are going away
- May 2023 - Google Marketing Live 2023: Activate new features in Display & Video 360
- Dec 2023 - Information on Google Ads buying behavior on apps
- Dec 2023 - YouTube builds a better streaming experience with fewer ad breaks and expansion of Shorts