Want to learn the latest features in Performance Max? In this article, we at "Grow Easy" will try to give you just that information! This includes new ways to optimize performance from Search ad placements. As well as creating video assets, running experiments to measure the increase in conversions and getting more in-depth reporting.
Advertisers using the Maximum Effectiveness campaign achieved over 18% more conversions on average. And at a similar cost per action. This five percentage point increase in just 14 months is due to continued advancements in core AI bidding technology. And also to ad messaging and search query matching, as well as new formats like YouTube Shorts. Today, we're bringing you new ways to optimize and prove the growing value of your campaigns for Maximum Effectiveness:
- Improve the performance of your ad placements in the Search section;
- increase ROI with more impactful video;
- measure the increase in conversions and get even deeper analytics.
Search и Performance Max - The perfect combination of ads
At this point, Search and Performance Max campaigns help you maximize conversions across the entire Google "marketplace." Supercharge your campaigns across the search network by combining broad match keywords with smart bidding. Performance Max extends this to help you drive additional conversions across all Google advertising channels - including Search. Using enhanced keywordless AI technology, it analyzes your landing page content, assets, and product feed (if you have one) to find new converting queries and generate relevant text ads that match user intent. These are additional search options - in addition to Search, your ads also appear on YouTube, Display, Discover, Gmail, and Maps.
Exclusions of various brands and brands at the campaign level will soon be presented for further scrutiny. This way, your Maximum Effectiveness campaigns won't serve branded queries you want to avoid in Search ad placements. Implementing these exceptions will also help block traffic from misspelled brand and brand searches in a foreign language. You'll be able to exclude your own brand terms and choose from a list of other brands to exclude. If there are any brands missing from the list, you will see an option in Google Ads to request an addition.
In the coming months
Google will also implement page feeds in Performance Max. This will help to further refine the results of Search ad placements. This feature will give you the ability to send traffic to a specific set of URLs on landing pages on your website. You'll also be able to use tags to group URLs by topic to make them easier to use in a specific campaign or asset group.
When you combine page feeds with end URL expansion enabled, keywordless AI technology uses this collection of URLs to better understand which landing pages are most important to your business. This gives you another way to inform and guide AI within the final URL expansion feature. This, in turn, will aid in valuable conversions from new queries that you weren't expecting or that aren't captured by your web search campaigns.
Easier video creation in Performance Max
Performance Max shows up not only in Search, but in every channel in Google's ad inventory. This is exactly the key that will help you get even more additional conversions. As a result, all kinds of high-quality creative assets are a key ingredient to Performance Max's success. Including video. Google has thought about making it easy to deliver high-quality video ads. It's done with the help of video creation tools. These are now integrated directly into workflows. This will help you setup and edit campaigns for Maximum Effectiveness (previously only available in the asset library). If you've always wanted to create a video ad but didn't have the resources or time to do so, now's your chance!
Run experiments to prove the value of Performance Max campaigns
If you haven't tried Performance Max yet or want to compare its effectiveness to other campaigns, experiments have started rolling out to help you run A/B tests. You can set up two types of experiments:
- Performance boosting experiment:
See how adding a new Maximum Effectiveness campaign to your current campaign mix drives additional conversions or conversion value.
- Maximum Efficiency Campaign vs. Standard Shopping Campaign:
Test directly an existing standard shopping campaign against a Maximum Effectiveness campaign targeting the same products. See how your results can improve and whether you should replace the standard shopping campaign.
Find opportunities to improve your asset groups and budget allocation
