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.

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?


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.

Smart Campaigns Will Be Gone For Good Soon


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?

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Google Releases New Ads Editor


Google released a new Ads Editor version, the 2.1, and added thirteen new features. You can find their help doc here.

Users of the Google Ads Editor now have more options and features that were not available in the previous version that was updated to support Performance Max campaigns. Google has also removed the “include Display Network”  option for standard Shopping campaigns.

What’s new?

The new update includes:

  • Table header recommendations – the editor is redesigned to more prominently display a list of recommendations relevant to the currently viewed item type in the toolbar above the main table.
  • Primary Display Status – it now offers more information for campaigns. Now you can see why a campaign is not doing its thing.
  • Overview recommendation cards – new overview card available: top recommendations, asset performance, asset group status.
  • Recommendations – more support added for recommendation types such as: setting a target ROAS to capture traffic increases, target CPA, etc.
  • Warning dialogue for cross-account copy and paste
  • Validate aligned budget or bid strategy
  • Video-Drive conversions campaigns with shopping
  • Final URL expansion
  • Initial view on start-up
  • Global offers – you can now choose to make the country of sale optional or include support for an optional feed label
  • Lead form: custom questions, the age question
  • Lead form extensions at account level
  • Budget Explorer
Read more: Google Ad Manager Getting 8 New Updates

Warning dialogue for cross-account copy and paste

The editor lets you copy items from one account and then paste them into another. But, it can’t duplicate all of the information that is tied to a specific account.

If you paste copied items containing references to account-specific data into another account, Editor will drop that data and the copy will be incomplete. Now, when a user initiates a cross-account paste operation, the editor displays a detailed warning listing all data types that will be dropped.

Validate aligned budget or bid strategy

If a campaign uses a shared budget but not its associated portfolio bid strategy, Editor now shows an error.

When an aligned budget is selected, the Editor now displays the name of the associated strategy.

In the bidding dialog, it can now show the name of the associated budget when you choose an aligned strategy.

Read More: Google Performance Max Getting 7 New Updates

Lead form: custom questions, the age question

In lead form extensions, Editor now supports custom questions, instead of limiting them to a predetermined set of questions.

Also, the Editor now lets any age between 18 and 65 answers the “Are you over X years of age?” question. Before, this was limited to 3 options: 18, 21, and 25.

Budget Explorer

When making suggestions in the edit panel, the editor now provides three possible budgets.

The budget editing dialog will now show three precomputed budget points with statistics when a campaign or shared budget has a budget-raising recommendation associated with it. It will also automatically compute stats for a manually entered budget.

Read More: Discovery Ad Users Get Four New Features
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