New Features and Updates
The latest updates to Performance Max campaigns aim to provide users with more control and transparency in their digital marketing efforts. Key features include enhanced reporting on search and targeting, improved reporting on asset groups, and more campaign controls to guide AI.
Enhanced Reporting and Targeting
The new updates bring richer, more detailed reporting tools to Performance Max. This includes the use of information about search terms to see if queries are coming from Performance Max non-keyword targeting or from search topics added by the user. An indicator will also show how well search topics are performing, allowing users to understand whether they are generating additional traffic or if they need to be updated.
Improved Asset Group Reporting
Improvements to reporting on asset groups allow users to segment the performance of different asset groups. This provides more detailed data, such as conversions by device and time, which can be downloaded for further analysis.
Guiding AI with More Campaign Controls
New features include the beta version of negative keywords at the campaign level, allowing users to exclude specific searches. Additionally, improvements have been made to prioritize the acquisition of new customers through new customer acquisition objectives. Retail advertisers will also have more control over brand exclusions in different ad formats.
Upcoming Features
Future updates include the expansion of rules to direct traffic based on specific website categories and the release of two new beta features: demographic exclusions based on age and customizable targeting for devices. These updates aim to provide users with more flexibility and control in their Performance Max campaigns.
Benefits of the Updates
The updates to Performance Max campaigns offer several benefits, including:
- More detailed reporting on search and targeting
- Improved reporting on asset groups
- More campaign controls to guide AI
- Increased flexibility and control for retail advertisers
- Enhanced ability to prioritize new customer acquisition
Future Developments
In the coming months, Performance Max will continue to evolve with more types of controls and reporting tools. User feedback will play a crucial role in shaping these new features, ensuring that the tool meets the needs of its users and helps them make the most of artificial intelligence in Google Ads.