Search themes. Officially launching with improvements, advertisers can now see whether queries originate from Performance Max’s keywordless targeting or their custom search themes.
Usefulness indicator. A new feature evaluates the incremental traffic impact of search themes, helping advertisers refine their targeting.
3. Improved asset group reporting
Granular performance data. Asset group results can now be segmented by device, time, and other metrics.
Data accessibility. Advertisers can download performance data for easier sharing and analysis outside of Google Ads.
Why we care. It would appear that Google are addressing key pain points while significantly improving the platform’s usability, transparency, and effectiveness. A repetitive request from you has been more visibility for search terms, better visibility with what is working in our reports, more control with adding exclusions. These update may just be the answer to those concerns once we see them rolled out.
What’s next. Google plans to expand these updates with more controls, insights, and reporting features in the coming months. Advertisers are encouraged to provide feedback, shaping the future of Performance Max to better serve business needs.
Bottom line. Google is doubling down on transparency and advertiser control in its Performance Max campaigns. These updates reflect a commitment to empowering businesses with tools that maximize AI’s potential while meeting specific goals.