This year’s Google Marketing Live event was heavily focused on Google’s newest campaign type, the Performance Max. Seven new updates were announced, some of them being new insights, recommendations and in-store goals.
Take a look at all the PMax-related announcements from Google’s event, as well as an exclusive update the search engine mogul shared with Search Engine Land.
1. In-Store Goals
Google has been steadily adding changes to Performance Max since its launch, but now it’s time for a local add-on. The campaigns will now be able to optimize toward store sales goals and drive more in-store sales, store visits, and local actions. This should encourage brick-and-mortar businesses to finally test Performance Max campaigns.
2. Optimization score for Performance Max
With this addition, Google can double down on automation by integrating optimization tips into their most automated campaign type.
PMax combines automation technologies across bidding, targeting, creatives and attribution, which should help you get more conversions and value. Starting now, advertisers will get the helpful recommendation of optimizing for new customers.
Hi there, thanks for reaching out. A good optimization score should help you get more out of your budget, by improving your bids, keywords, and ads. This should increase the overall performance and efficiency of your campaigns and help to meet your business goals. -Chetan
— Google Ads (@GoogleAds) February 11, 2019
3. Burst Campaign
Performance Max campaigns will be enhanced with the burst feature, which allows marketers to advertise for a set time frame in order to meet in-store objectives. If they have their in-store goals sorted out, users will be able to boost seasonal in-person traffic.
4. Additional Insights And Explanations
The name says it all. Advertisers will now have access to more data on their Performance Max campaigns. With expanded insights, users will now be able to gather more information on consumers, audiences and auctions – and that should show what exactly is driving performance.
5. Performance Max Experiment Tools
No, there will be no experimenting. Instead, experiment tools will show you how PMax can increase conversions from your existing Google Ads campaigns.
With these tools, you’ll be able to layer PMax on top of an existing comparable campaign and find out just how much lift is possible and what can be achieved.
However, the tools are available only for non-retail campaigns.
Category testing in Performance Max campaigns will give you information on which product groups you will want to have in PM campaigns and which groups you will either want regular shopping campaigns or just the product feed in the PM campaign (smart shopping).#PPCChat
— Lawrence Chasse (@lchasse) May 23, 2022
6. Performance Max for Hotels
This one will be arriving in the second half of the year. With that update, hotels will be able to use PMax to promote properties all across Google, including property-specific queries on Search.
7. More availability and access
If you use the Google Ads app or Search Ads 360, you will now be able to manage Performance Max campaigns.
Why Is This Important?
These updates should give you more data and options for your automated campaigns. The in-store goal enhancements and the burst campaigns might help your store get the recognition it deserves and boost it. And we always say, there is no such thing as too much data.
Okay, Google Ads folks. As we know, Smart Shopping campaigns will be automatically upgraded to Performance Max starting in July.
Here’s our cheat sheet on how to set up your first #PerformanceMax campaigns. 👇
— Tadpull (@TeamTadpull) May 24, 2022