Google Ads launches new Performance Max features


It’s no secret that Google pushes Performance Max campaigns to advertisers.

In fact, Performance Max campaigns will replace Smart Shopping and Local campaigns by the end of Q3 2022.

As the new campaign type emerges as one of the new standards, Google is adding new features to help advertisers navigate this big change.

The new features, explained

Google has announced three new features that will be rolling out in the coming weeks. These features include:

  • A new kind of customer acquisition goal
  • Information on consumer interests
  • One-click upgrade tool

Let’s go a little deeper into each feature.

#1: Customer Acquisition Goal

While the customer acquisition goal type is new to Performance Max, it’s not new to Google Ads.

Customer acquisition goals were available with Smart Shopping campaigns to begin with. With the forced migration to Performance Max, Google is now making it available for this type of campaign.

The type of objective will allow you to do one of two things:

  • Bid for more new customers similar to existing customers
  • Focus on optimizations on new customers only, while maintaining profitability

#2: Customer Interest Information

Over the next few weeks, Google will be rolling out Customer Interest Insights to the Google Ads Insights page. This update will let you see which search topics are driving conversions.

This is a big problem because currently there is no such information in Performance Max campaigns. Very few details were given to advertisers on what drives conversions.

Here is an example of POI information:

A snapshot of the Performance Max Interest information page.Image credit: Blog.google.com, April 2022

Additionally, Google launches asset audience insights. This will tell you how your specific text, image, and video assets resonate with specific audience segments.

The last information added to Performance Max is diagnostic information. This will show you any potential configuration issues that are preventing your ads from showing.

If Google identifies a problem, a suggestion is listed to help fix the problem.

#3: One-Click Upgrade Tool

Google is rolling out the upgrade tool in phases. Over the next few weeks, you’ll receive a notification in your Google Ads account when the one-click tool is available for your account.

You can access this tool from the Recommendations page and the Campaigns page.

The rollout will begin with Smart Shopping campaigns. Starting in June, you can use it to update local campaigns.

When you use the tool to migrate, your respective campaigns will become a new, separate Performance Max campaign. All budgets, settings, and learnings from previous campaigns will carry over.

In summary

Customers today have multiple devices and interact with brands across multiple channels. The days of the linear customer journey are over.

Google understands that the customer journey landscape has changed. These new Performance Max features aim to find an optimal combination of inventory and ad formats to get you the best results.

While the one-click feature is meant to make life easier for advertisers, it certainly caters to newer marketers. Experienced marketers had mixed feelings about the new campaign type, along with mixed results.

If you haven’t tried Performance Max campaigns, try setting up a campaign on your own first to understand the setup mechanics.

With automation so freely available, it can be extremely easy to change a setting that isn’t aligned with your campaign goals. While the one-click tool might be an advantage for some, you’ll retain more information by directly experiencing the Performance Max setup.


Source: Google

Featured Image: TarikVision/Shutterstock

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