It’s no secret that Google is rolling out Performance Max campaigns to advertisers.
In fact, Performance Max campaigns are replacing Smart shopping Local campaigns by the end of Q3 2022.
With the new campaign type becoming one of the new standards, Google is adding new features to help advertisers navigate this big change.
new features, explained
Google has announced three new features that will roll out in the coming weeks. These features include:
- A new type of customer acquisition goal
- Consumer Interest Insights
- One-click upgrade tool
Let’s take a deeper look at each feature.
#1: Customer Acquisition Goals
While the customer acquisition goal type is new to Performance Max, it’s not new to Google Ads.
Customer acquisition goals can start with Smart Shopping campaigns. With the forced migration to Performance Max, Google is now offering this feature for this campaign type.
The target type will allow you to do one of two things:
- Bid on more new customers who are similar to existing customers
- Focus only on optimization for new customers while maintaining cost efficiencies
#2: Customer Interest Insights
Over the next few weeks, Google will be rolling out Customer Interest Insights in the Google Ads Insights page. This update will allow you to see the search topics driving conversions.
This is important because there is currently no such insight in the Performance Max campaign. Little details are provided to advertisers about what drives conversions.
Examples of interest insights are as follows:
Additionally, Google is rolling out Asset Audience Insights. This will tell you how specific text, image and video assets resonate with specific audiences.
The final insight added in Performance Max is a diagnostic insight. This will show you any potential setup issues preventing your ad from showing.
If Google does find a problem, it will list suggestions to help solve the problem.
#3: One-Click Upgrade Tool
Google is rolling out the upgrade tool in stages. In the coming weeks, you will be notified in your Google Ads account when the one-click tool is available for your account.
You will be able to access this tool from the Recommendations page and the Activities page.
The rollout will begin with a Smart Shopping campaign. Starting in June, you’ll be able to use it to upgrade your local campaigns.
When you use the tool to migrate, your respective campaigns will become a new, separate Performance Max campaign. All budgets, settings and experience from previous campaigns will be transferred.
anyhow
Today, customers own multiple devices and interact with brands through multiple channels. Gone are the days of linear consumer journeys.
Google understands that the customer journey landscape has changed. These new features in Performance Max are designed to find the best mix of inventory and ad formats for the best results.
While the one-click feature is designed to make life easier for advertisers, it’s definitely aimed at new marketers. Seasoned marketers have mixed feelings about the new campaign type, and mixed results.
If you haven’t tried a Performance Max campaign, try setting up the campaign yourself first to understand the setup mechanics.
Because automation is so free, it’s very easy to make settings changes that don’t align with your campaign goals. While a one-click tool may be beneficial to some, you’ll retain more insights by experiencing the Performance Max settings firsthand.
source: Google
Featured Image: TarikVision/Shutterstock
