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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
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.
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.
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.
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.
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
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!
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!
