Google Performance Max Getting 7 New Updates You Can Now Optimize For In-store Sales

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

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.

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.

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.

Read More: Google Adds New Features For Hotels

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.

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.

Google’s Effort Against Financial Fraud


Google is expanding its verification program for finance ads. This is a part of their effort in fighting against financial fraud. Advertisers proving they’re authorized to promote financial services will soon be a must.

By adding verification, Google is adding an extra layer of protection. That way, the search engine ensures fewer scams happen, meaning fewer people will get hurt by financial ads.

After the UK, Google is expanding the verification program to Australia, Singapore, and Taiwan.

Read More: Google Ads Announces Top 3 Priorities for 2022

What Will Change For Advertisers?

After August 30th, advertisers will have to go through two extra steps before running ads promoting financial services:

  • Prove that they’re authorized by a financial services regulator
  • Complete Google’s advertiser verification program

Since the policy has more than two months to go into effect, advertisers can start applying for verification at the end of this June.

Read More: Google Announces ‘My Ad Center’

Google’s Advertiser Verification Program

This program consists of multiple requirements, and each has its set of steps to complete. After starting the process, you have 30 days to complete it.

In this verification process, advertisers will have to provide basic information about themselves and their business. No worries, when you’re selected for the Advertiser verification program, you’ll get an email and an in-account notification says Google.

You will have to:

  • Answer a series of questions about your business – such as if your business is using a marketing agency, who’s paying for the ads, etc.
  • Verify your identity – this will have to be done by an admin of the Google Ads account, an authorized representative
  • Verify details about your business operations – based on previous answers, google might ask you about your business model, registration information, types of services, etc.

Find the selection criteria and more information about the verification process here.

Read More: Google Ads Shares Automation Best Practices
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Google Adds New Features For Hotels


Google announced three new features for hotels that want to list their rates or provide booking links through Google. With new features, hotels will be able to manage and change their rates much easier. Just in time for some post-pandemic travelling!

Google’s new updates are supposed to help advertisers and hotels manage their lists, stay ahead of the competition, offer real-time prices, and change rates directly on their Google Business Profiles.

So, what’s new?

Industry Standard Protocols

Some rules and protocols help hotels be consistent with booking, make changes and adjust rates. Google will support these protocols.

No More Spreadsheets

Google will no longer require hotels to upload annoying spreadsheets and files to add rates to their Google Business Profile. Instead, users can put their rates into their profiles directly. This way, hotels can keep up with demand and adjust their rates more quickly, without depending on technology providers or partners.

Eligible hotels will be able to directly input their rates through Google Business Profile and participate in free hotel booking links.

Photo Source: Google Ads Help
Read More: Google Unveils Its New Travel Search Features

Open Access to Hotel Ads

Hotels will no longer need a Hotel Center account to run campaigns. That way, any Google advertiser can search and run campaigns for any hotel. When creating a campaign, advertisers can specify “I do not have a Hotel Center account.”. This will let the advertiser search for and choose hotels of interest. Google will automatically select the highest-quality feed for hotels where Google has available rates.

Performance Max For Hotels

This update will allow hotels to use PMax for promoting their properties across Google, including property-specific queries on Search. It is supposed to arrive in the second half of the year.

With it, you will be able to easily set up ad campaigns with pre-populated asset groups for each property, with automatically generated images, descriptions, and videos you can edit. You will also be able to target property-specific searches on Google, by promoting your hotel across Google’s advertising channels within Performance Max.

Photo Source: Google Ads Help

There are no specifics about the launch date, but you can read the whole announcement here.

Read More: Google Performance Max Getting 7 New Updates
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