Google has announced two voluntary upgrades to Performance Max for Dynamic Search (DSA) and Google Display (GDA) advertisers.
The AI-driven platform optimizes performance across channels by allowing users to customize their inputs to better respond to unique business needs.
Advertisers saw an average 15-20% increase in conversions after switching to a unified campaign strategy.
Keywordless AI technology
One of the recent improvements in Performance Max prevents your campaign from serving ads for traffic related to specific brands. This would allow better control over the search results.
Advertisers can now specify landing page URLs or exclude specific URLs at the campaign level, allowing for better customization via brand settings.
Fang Fang, Global Head of Online Marketing, shares how Shopee has benefited from the Performance Max upgrade and keywordless AI technology.
“At Shopee, we are always looking for new ways to improve our platform and services to provide better service to users. Upgrading to Maximum Performance allowed us to access the latest keywordless AI technology to deliver better search results, resulting in an 11% increase in conversions with a 5% lower CPA. This allows us to run effective campaigns that connect users with our sellers, improving their overall shopping experience.”
Inventory Aware Displays
An exciting upgrade feature includes inventory-based ad serving, which ensures your out-of-stock pages aren’t being served with search ads.
This is done automatically without the advertiser having to do any extra work.
Automated assets that match customer intent
Performance Max also uses automatically created assets to tailor your entire search ad to better align with consumer intent.
These automatic assets will soon appear in the asset reporting table, giving users more control.
Leonardo Martins, Marketing Superintendent at Santander, noted that AI-powered asset creation could generate impressive growth.
“We switched our display campaigns to Performance Max and experienced unprecedented growth, with a 47% increase in conversions while maintaining a healthy CPA. This was due to Performance Max’s ability to reach a broader audience with more relevant ads, as well as leveraging Google AI to optimize our campaigns in real-time across all channels.”
Easier targeting strategies
Performance Max also simplifies the implementation of target group strategies with goals integrated directly into the campaign, e.g. B. the acquisition of new customers.
Google plans to add re-engagement goals in Performance Max later this year to retain existing customers.
Instead of manually managing complex user lists and exclusions, Google automatically differentiates between new and existing customers.
Boost search and display results with maximum performance
Although optional, the self-update process is highly recommended to get started with Performance Max for DSA and GDA campaigns.
While DSA and GDA campaigns remain fully available to advertisers, those who upgrade could see better results with Performance Max.
Advertisers who decide to upgrade can take advantage of best practices offered by Google to ensure new campaigns are successfully set up for maximum performance.
The integration of keywordless AI technology, AI-powered assets, and self-updating tools should enable advertisers to increase conversions and conversion value in ad campaigns. This ensures a better ROAS.
Featured image: BigTunaOnline/Shutterstock