fbpx

Google Adds Four New Features To Performance Max Here Comes More Control Over Your Campaigns!

author image Written by: Rabije Gashi Corluka           Categories - Paid Ads

After adding new metrics to Analytics, Google is adding four new features to Performance Max campaigns as well, Search Engine Land reports. The new features are:

  • Seasonality adjustments;
  • Data exclusions;
  • Explanations, and
  • Optimization Score
Read More: Google Analytics 4 Adds New Metrics & Dimensions

Let’s check them out, shall we?!

Seasonality adjustments

As Google explains it, these are “an advanced tool that can be used to inform Smart Bidding of expected changes in conversion rates for future events like promotions or sales”. So what does that mean?

For example, you have a big promo week coming up and are thinking of increasing the conversion rate and then after the promo turn everything back. In other words, with seasonality adjustments, you can create a seasonality adjustment that increases the conv. rate for the duration of the promo (3 to 7 days) and then after the promo, Smart Bidding can go back to how things were before.

Google says you should use them only when you’re expecting huge changes to conversion rates since you have Smart Bidding for seasonal events.

Read More: Four New Shopping Campaign Features Added To Google

The way this works is – you create a seasonality adjustment by scheduling a conversion rate adjustment. That conversion rate adjustments then accounts for expected changes to happen because of an upcoming event.

These adjustments should be used for events that don’t last longer than 7 days. Read more about them here. 

Read More: Smart Campaigns Will Be Gone For Good Soon

Data Exclusions

It’s all in the name. This tool tells Smart Bidding to ignore all data from dates when you had issues tracking the conversions. They are designed to account for major issues like website outages or missing tags. If you use them too much, it will affect your Smart Bidding performance. In a bad way, of course.

Here’s an example Google gave us:

If a tag was accidentally removed from your site, Google Ads may not have tracked your conversions. You can exclude the data affected by the missing tag so that Smart Bidding isn’t affected by any drops in conversions.

Read more about data exclusions here. 

Read More: Data-driven Attribution Becomes The Default?

Explanations

With explanations, you will now have more insights into large changes in Google Ads, that is – in your performance in them.

By using this feature, you will be able to identify fluctuations easier, as well as diagnose issues better. What’s also cool about them is you save time, have everything in one place and get some recommendations on how to make your ads even better and improve their performance.

Read More: Discovery Ad Users Get Four New Features

In the coming weeks, when this feature becomes available, you will be able to see explanations on:

  • Bidding,
  • Budget,
  • Conversions,
  • Conversion values,
  • Asset, asset groups and ad group, etc

Read more about Explanations here. 

Optimization Score

This one is all about improvement! Using this feature, you will be able to check if and where your campaign can improve. You will get recommendations which are supposed to help you take action and get them results!

Read more about Optimization Score here.

With these new tools, you can have more control over your Performance Max campaigns. But, keep in mind that all of these are recommendations and always consult your team and experts around you. Don’t just do what the internet tells you to!

Read More: Google Performance Max Getting 7 New Updates

Rabije Gashi Corluka

Rabije always enjoyed finding different angles to a story, so it’s not surprising her curiosity influenced a move to a new continent, widening her perspective. She enjoys hearing people's stories and learning about different cultures and places - but most of all, she loves putting her thoughts on a piece of paper. Her love for writing led to her studying Journalism and PR, but she actually became a storyteller during her radio-hosting era. Now, she uses her skills, experience, and love for writing to help your brand stand out.

Four New Shopping Campaign Features Added To Google

09/02/2022

Google just announced four new features to help you with your campaigns, Search Engine Land reports. You can doll up your ad campaigns and merchant feed with these new features:

  • Conversion value rules for store sales and store visits
  • Product-specific insights
  • Deals Content API
  • Shipping & Returns Annotations
Read More: Google Adds Four New Features To Performance Max

Conversion value rules for store sales and store visits

This feature enables you to set store visits and sales default values at the campaign level. According to Google, searches for “store open” have grown by 400%, meaning that you as an advertiser should optimize your in-store and online shopping experience.

To do so, you have to make your store visible and easy to find. That’s why you should keep your Google Business Profile up to date and add store address and hours. Use Performance Max campaigns to promote your location and Smart Bidding to set goals for sales.

Product-specific insights

With Product-specific insights, you can identify ineffective offers and products lacking feed attributes. You can also compare bids with your top competitors.

The purpose of product insights is to leverage ad performance data to optimize products and provide visibility on what actions to take to fix problems.

Deals Content API

Did you know that 55% of shoppers wait on buying stuff until they’re on sale? That means that, when you have a sale going on, you want people to know about it. This feature makes that easier. With Deals Content API, you can upload and manage deals easier and add your sales or promos to your listing via Content API.

Shipping & Returns Annotations

According to Nicole Farley who wrote the Search Engine Land report, Google says that 3 in 10 consumers are worried about stock issues. Having an estimated delivery time can help with those concerns and help shoppers worry less and convert more.

Shopping campaign best practices

Google also shared the following tips to help you get the most out of your shopping or Performance Max campaigns:

  • Maximize your reach by showing your ads to shoppers who search for terms related to your keywords using broad match and Smart Bidding.
  • Use responsive search ads to tailor your messaging based on shoppers’ search terms.
  • Harness the power of your Google Merchant Center product feed with YouTube Video action campaigns and Discovery ads, which present new shoppable opportunities for your brand in moments of inspiration and discovery.
  • Promote your app to shoppers across Google’s largest properties such as Search, Google Play, YouTube and more with App campaigns and give users a seamless web-to-app purchase experience by setting up deep links

You can learn more information and best practices here.

Read More: Google Updated Performance Max Campaigns
read more

Smart Campaigns Will Be Gone For Good Soon

07/22/2022

Google began rolling out automatic updates to convert Smart Shopping campaigns to Performance Max – Search Engine Land reports.

For most users, the updates will finish rolling out in two months. They will receive a notification around 2 or 3 weeks before the updates take effect. They will also be notified of the specific date when the campaigns will be converted. However, some Smart Shopping campaigns, like the ones using vehicle ads, will be completed early next year.

Read More: Google Updated Performance Max Campaigns

Don’t Wait For Google

You don’t have to wait for Google to do this for you. Actually, you shouldn’t – take this into your own hands and have more control over the settings of your campaigns.

If you want to update campaigns on your own, because you’re smart, strong, and pretty – you can do that by using the ‘one click’ upgrade tool.

Whether your campaigns are automatically- or self-upgraded with the tool, all the history and learnings from your previous Smart Shopping Campaigns, along with its settings are automatically transferred over to your new Performance Max campaigns.

Read More: Google Performance Max Getting 7 New Updates

New Ad Creation Tools

Google also launched three new ad creation tools which could help drive better results, especially on YouTube:

  • Asset Storage
  • Video Ad Templates
  • Voice-over Audio

These new tools should help advertising teams out there create and collaborate on campaigns without leaving the ads platform.

Read More: Discovery Ad Users Get Four New Features

Read More: Data-driven Attribution Becomes The Default?

read more