Discover What’s New in Performance Max Campaigns February 2023

With the latest updates rolled out in February 2023, Performance Max campaigns are poised to offer even more sophisticated tools and features, designed to enhance ad performance and streamline the management process.

New Features Overview

Account-Level Negative Keywords

Google Ads now enables advertisers to implement account-level negative keywords. This allows users to exclude irrelevant search terms from triggering their ads across all search and shopping campaigns, thereby refining targeting and improving Return on Ad Spend (ROAS). By setting these negative keywords at the account level, advertisers can prevent their ads from appearing for undesirable queries, ensuring more focused and effective ad spending.

Campaign-Level Brand Exclusions

Performance Max campaigns have introduced campaign-level brand exclusion providing advertisers with the ability to specify which brands to exclude from their campaigns thus preventing ads from showing for selected branded queries on search and shopping inventories. This is particularly useful for managing brand integrity and avoiding unwanted association, which can be crucial for maintaining a clear brand message and optimising advertising spend.

Page Feeds

The integration of Page Feeds into Performance Max campaigns marks a significant enhancement, allowing advertisers to specify which URLs to use in their ads. This feature ensures that only the most relevant pages are promoted, enhancing the user experience by directing them to appropriate landing pages. Moreover, advertisers can use custom labels within Page Feeds to fine-tune their campaigns further, ensuring that the right pages are targeted for specific products or promotions.

Experiments

Google Ads has expanded PMAX with the introduction of Performance Max Experiments. This allows advertisers to conduct A/B testing within their campaigns to measure different strategies’ effectiveness. With options to test the incremental lift of adding Performance Max to existing campaigns or comparing Performance Max against standard shopping campaigns, advertisers can now make data-driven decisions to enhance their campaign strategies and overall performance.

AI-Powered Enhancements

Performance Max campaigns leverage Google’s advanced AI to streamline and enhance advertising efforts across multiple channels. 

Optimise Search Inventory

Performance Max has introduced several features that significantly improve results from search inventory. The integration of account-level negative keywords allows advertisers to exclude unwanted queries across all campaigns, enhancing brand suitability. Additionally, the upcoming campaign-level brand exclusions provide the capability to prevent ads from appearing for specific brands, further refining targeting efforts. The introduction of page feeds offers advertisers the flexibility to direct traffic to specific landing page URLs, enhancing the relevance and efficiency of the campaigns.

Keywordless AI Technology

The innovative keywordless AI technology in Performance Max campaigns analyses landing page content, assets, and product feeds to discover new converting queries. This technology generates relevant text ads tailored to match a user’s intent, thereby driving incremental conversions. By combining broad match keywords with Smart Bidding, this AI enhancement extends the reach of search campaigns, ensuring that ads are displayed to the most appropriate audience, thus maximising the impact of advertising efforts.

Tools for Better Asset Management

Video Creation Tool

The Google Ads video creation tool within the asset library simplifies the production of engaging video content. Advertisers can select from various templates that require minimal assets such as images and text. By following the guided steps, users can input their assets, and the tool will generate a video that aligns with the desired campaign objectives. Additionally, the tool provides options to select background music that matches the mood of the advertisement.

Asset Group Reporting

Asset group reporting in Performance Max campaigns offers detailed insights into the performance of different asset groups. Advertisers can access this report by navigating to the ‘Listing group’ tab in their Google Ads account. This report highlights crucial metrics such as conversions, conversion value, and cost per conversion, enabling advertisers to assess the effectiveness of each asset group. By understanding which asset groups drive the most value, advertisers can allocate their budgets more effectively, focusing on high-performing assets. Furthermore, the asset report lists each asset used in the campaign, providing data that helps advertisers decide when to rotate, remove, or enhance specific assets to optimise performance.

Tips and Best Practices

Optimise Budget Pacing

To maximise the effectiveness of Performance Max campaigns, it’s crucial to monitor and adjust budget pacing. Real-time spend tracking, a new feature, allows advertisers to view current and projected spend alongside forecasted conversion performance. This insight is invaluable for identifying opportunities to shift budgets strategically from underpacing campaigns to those nearing their budget limits. 

Monitor Experiment Results

Performance Max experiments are essential tools for testing and improving campaign strategies. Advertisers should regularly monitor the results of these experiments by comparing performance metrics between control and trial groups. The time series chart is particularly useful, displaying performance changes over time and helping to identify the impact of different settings. If an experiment shows positive results, consider applying these changes to the original campaign or using the insights to shape new strategies. Managing experiments effectively involves deciding when to end an experiment or integrate successful elements into broader campaign efforts.