Digital marketers can now optimize and prove the incremental value of their Performance Max campaigns with new capabilities from Google.

The search and advertising giant has announced several updates to help advertisers improve campaign performance in search inventory, increase ROI with more impactful video creations, measure conversion lift and get more detailed reports.

Brand Exclusions

One of the new features Google is introducing is campaign-level brand exclusions, which provide additional control for Performance Max campaigns.

Advertisers can now exclude their brand terms and choose from a list of other excluded brands.

This feature helps block traffic from most trademarked misspellings and trademarked searches in a foreign language.

The exclusions also ensure that Performance Max campaigns don’t run on branded searches, which advertisers want to avoid in Search and Shopping inventory.

Page Feeds

In the coming months, Google will roll out page feeds for Performance Max to help advertisers further refine their search inventory results.

This feature allows advertisers to send traffic to specific website landing page URLs.

Advertisers can also use labels to group URLs by theme to make them easier to use in a specific campaign or asset group.

Easier video creation

To simplify the delivery of high-quality video ads, Google has integrated video creation tools directly into the workflows for setting up and editing Performance Max campaigns.

Previously, this function was only available in the object library.

Advertisers who have always wanted to create a video ad but lacked the resources or time to do so can now take advantage of this feature.

New reports and insights

To help advertisers understand and measure their results, Google is introducing new reports and insights.

Advertisers will soon be able to see conversions, conversion value, cost, and various other metrics at the asset group level.

Google is also introducing budget tiering insights that help advertisers automatically uncover opportunities to optimize their budget and performance.

Advertisers can see how much their campaigns have spent and are likely to spend, along with their current and projected conversion performance.

With this information, advertisers can understand how their campaign is performing and if there is an opportunity to change or reallocate their budget to get more conversions.

In total

Google’s new capabilities for Performance Max campaigns give advertisers more control, flexibility and insights.

The ability to exclude branded terms and block traffic from branded misspellings and foreign languages ​​helps improve campaign performance and ROI.

The introduction of page feeds and built-in video creation tools make it easier for advertisers to refine their results and create high-quality video ads.

Finally, the new reporting and insights capabilities allow advertisers to measure conversion lift and receive more detailed reports that provide a better understanding of how their campaigns are performing and how to optimize their budget and performance.

Overall, these updates are a valuable addition to Google Ads for marketers looking to get more out of their Performance Max campaigns.

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