Google introduced Performance Max campaigns in order to help improve results across all Google ads channels and eventually enhance your SEO. Recently, the search engine giant announced a slew of features for Performance Max that allows you to analyse your campaign performance, acquire new customers, and enhance smart shopping campaigns. To know more about Performance Max campaigns and its features, read on.
An Overview of Performance Max:
Performance Max campaign is all about automating the targeting and delivery of the campaign, and it depends on the information provided by the advertiser. By the end of Q3 2022, Smart Shopping and Local Campaigns will be replaced by Performance Max campaigns.
Google utilises machine learning algorithms in order to deliver relevant ads to your target audience and helps optimise campaign performance. Performance Max campaigns prioritise your business and SEO goals when automating the tasks.
New Features of Performance Max You Should Know:
Performance Max obtains three key features that will be rolled out in a few weeks. The features are as follows:
- New features for Insights Page
- New customer acquisition goal
- One-click upgrade tool
Each of these new features are explained as follows:
- New Features for Insights Page:
Google is bringing Consumer Interest Insights to the insights page on Google ads. This is a welcome addition, because Performance Max campaigns, as of now, does not have any insights for people to refer to. Advertisers, thus far, didn’t have enough information to understand how conversions happened in their campaigns. Consumer Interest insights will be helpful in this regard, since it lets users know what’s actually driving conversions.
Additionally, the Insights page will also be bringing Asset Audience Insights. With this feature, you will be able to find out which image, text, or video assets resonate the most with specific audience segments.
The third and final feature being added to the Insights page are Diagnostic Insights. With Diagnostic Insights, you will be able to discover issues in your campaign setup that potentially prevents displaying your ads. Not only will Google identify an issue (if any), but it will also give you helpful suggestions to resolve the same.
- New Customer Acquisition Goal:
Google Ads users should already be familiar with Customer Acquisition Goals. This is a prominent feature available in Smart Shopping campaigns. Since Google is shifting toward Performance Max, Customer Acquisition Goals will be made available for this campaign type. There are two things you can do with this feature:
- You can bid more for new customers compared to existing ones
- Prioritise your optimisations on new customers while keeping cost efficiency intact
A new Customer Acquisition Goal in Performance Max helps advertisers increase new customer conversions as well as generate more revenue for their businesses moving forward.
- One-Click Upgrade Tool:
Google recently revealed that the One-Click Upgrade Tool will be rolled out in phases. One of the best digital marketing and SEO services state that the users will receive a notification in their Google Ads accounts as soon as this tool is available to them. The One-Click Upgrade Tool will be accessible in the Campaigns page and the Recommendations page.
The tool will be rolled out for Smart Shopping campaigns first. Beginning June, users should be able to upgrade their Local campaigns to Performance Max.
The One-Click Upgrade Tool gives advertisers two options in order to upgrade their campaigns to Performance Max:
- You can bulk upgrade all the campaigns in one click, or
- You can handpick specific campaigns that you would like to upgrade
Learnings from your old campaign will carry forward to Performance Max campaigns. Your campaign settings and budget will also be applied to the new campaigns.
Google recommends upgrading your campaigns using the One-Click Upgrade Tool as early as possible in order to take advantage of the forthcoming holiday season. While Smart Shopping campaigns are automatically upgraded from the month of July, Local campaigns will be auto upgraded from August.
The Perks of Performance Max Campaigns:
This new ad campaign type will help you optimise your campaigns and make the most of your ad spend. Here are some benefits you should know:
- Campaign Optimisation is Better Than Ever:
Since Google automatically optimises your budget and bids with Performance Max, you will be able to increase the number of leads and conversions over time. In other words, it becomes much easier for you to fulfil your campaign goals without exhausting your budget too soon.
- Puts Business Goals First:
Performance Max campaigns is all about fulfilling your business goals while also enhancing your campaign’s overall performance. All you need to do is specify your goals, after which the magic of machine learning will help target your potential customers with ease.
- Gain Better Insights:
The new Insight tools introduced by Google provides a more transparent view of your ad campaigns. By constantly utilising the new features mentioned above, advertisers will be able to optimise their current and future campaigns to bring about the best results. You can also catch up on the latest search trends and demand forecasts to fine tune your ad campaigns.
Google understands that customers today own multiple devices and that they reach out to a brand through multiple channels. This is why it’s crucial for advertisers to switch to Performance Max campaigns to obtain the right results. If you have any questions or to know about SEO packages, talk to a digital marketing company today.
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