What’s New in Performance Max? An Overview of Upcoming Updates
Google is always rolling out new features and updates to its advertising platform, and Performance Max is no exception. If you’re running Performance Max campaigns, you’ll be pleased to hear that there are some exciting changes coming your way in the next few months. In this blog post, we’ll provide a comprehensive overview of all the upcoming updates and what they mean for you.
Update 1: Campaign-level brand exclusions
If you’ve been running Performance Max campaigns for a while, you’ll know that branded search conversions can inflate your data. This update will allow you to exclude your own brand terms and choose from a list of other brands to exclude. Although the official documentation is a bit unclear, we assume that this update will make it easier for you to exclude your brand name from your pMax campaigns.
This is great news for most advertisers who weren’t using the negative keyword list workaround before. Just remember that if you exclude your brand from pMax, you need a Branded Standard Shopping campaign to ensure branded visibility on the Shopping network.
Update 2: Improved asset group reporting
Google is finally releasing better asset group-level insights. You’ll soon be able to see conversions, conversion value, and cost data for individual asset groups.
This makes it easier to analyze and evaluate asset group performance, and we assume creative testing will become easier and better as well. This is a big step forward in getting more insights back from Google, and we’ll be able to make more sense of the black box that is Performance Max.
Update 3: New video creation tools
Google wants to make it easier for advertisers to create video ads, so you can now directly create and edit videos within your Performance Max campaigns based on templates.
While this is a nice option if you have a limited budget, we recommend investing some budget in creating your own, high-quality videos that aren’t based on entry-level templates.
Update 4: Budget pacing insights
Google is releasing new and better insights into how your budget is spent, and what the projections for the upcoming period are. You can expect to see notifications like “you’ve only spent 33% of your budget, maybe distribute that to other campaigns.” While we’ll have to see how this one works out, we’re not too excited about it because it feels like something that will benefit Google, and not the advertiser.
Update 5: New experiments
Performance Max experiments were recently launched, and Google is taking them a step further. You will be able to test Performance Max vs. Standard Shopping campaigns and see how a new pMax campaign drives incremental value to your entire campaign structure.
We’re especially curious about the latter: A/B testing how pMax drives incremental value to your ENTIRE account. Seeing incremental value for the entire account is where the gold lies!
Update 6: Page feeds
Finally, Performance Max campaigns will support page feeds, just like Dynamic Search Ads. This update provides an additional layer of control, as you can send traffic to a specific set of landing pages.
It’s not clear whether the page feeds will serve as a targeting signal or actual targeting, but it’s still a useful development for advertisers.
Recap: 6 new Performance Max updates Google is continuously improving Performance Max campaigns with these new updates: • Campaign-level brand exclusions • Improved asset group reporting • New video creation tools • Budget pacing insights • New experiments • Page feeds These updates should roll out over the upcoming months, and we're excited to see how they improve Performance Max advertising efforts. Stay tuned for more updates and make sure to optimize your campaigns with these new features.