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Google is rolling out several key updates to its Performance Max campaigns, aimed at giving advertisers more control over AI, deeper reporting insights, and enhanced transparency. These changes are designed to optimize results while offering advertisers a clearer view of what drives their performance.
Performance Max has become a go-to tool for advertisers leveraging Google’s AI. With these updates, Google is addressing user feedback by introducing more granular controls and actionable insights, making it easier for businesses to achieve their goals.
Key updates:
1. More campaign controls for steering AI
Negative keywords. Campaign-level negative keywords are now available for all advertisers, allowing greater control over where ads appear.
New customer acquisition goals. A “high-value mode” helps prioritize customers with long-term value using Customer Match data.
Brand exclusions. Retailers with product feeds can now separate exclusions for Search and Shopping ads.
URL-based rules. “URL contains” rules are expanding to campaigns with product feeds, enabling targeted traffic based on page categories.
Demographic and device targeting. Two new betas—age-based exclusions and device targeting—are launching soon, offering advertisers more customization options.
2. Enhanced Search reporting
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.
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