Google has just announced a slew of new features for their Performance Max campaigns. This is great news for advertisers who want to make sure they’re getting the most out of their paid search marketing. Among the new features are an optimization score, seasonality adjustments, and data exclusions.
Advertisers will now be able to quickly identify areas for improvement and get explanations for a campaign’s performance after launch. This is a huge step forward in terms of performance-based advertising.
Whether you’re already working with a paid search marketing company or not, here’s what you should know about Google’s new Performance Max campaigns.
Optimization Scores
One of the most anticipated features is the optimization score. This score will help you identify areas of improvement before your campaign goes live. The higher your score, the better your chances of having success with your performance-based advertising campaign. The score will range from 0-100%. Any score lower than 100%, and Google will recommend changes to increase it. This is available for Google Ads campaigns, and now it is coming to Performance Max.
Seasonality Adjustments
Another great feature is adjustments for seasonality. This allows you to account for changes in seasonality when setting up your performance-based advertising campaign. For example, if you’re selling winter coats, you’ll want to make sure your ads are shown more during the fall and winter months. This feature will help ensure that your ads are shown at the right time, to the right people, and smart bidding complements this effort.
Data Exclusions
Data exclusions is a new feature that allows you to exclude certain data points from your performance-based advertising campaign if you had any issues with conversion tracking. Once the data is excluded, it will not cause any outliers to skew your data.
Advanced Location Targeting Controls
Google is also introducing advanced location targeting controls for performance-based advertising. This will allow you to target specific locations with your ads. For example, if you only want to show your ads to people in certain cities or states, you can start there. Now, you can use Location options to target based on “presence” or “presence or interest”, going another layer deeper.
Explanations
This will help you understand why your performance-based advertising campaign performed the way it did. You can get explanations for things like impressions, clicks, and conversions, as well as any expected changes in performance. This interpretive tool paired with Google Ads will provide the recommendations you need to improve performance.
Diagnostic Insights
New to Performance Max, Google is also introducing diagnostic insights. This will help you troubleshoot any problems with your campaign including, billing, budgeting, ad policies, and more. You can use this to identify areas of improvement and make changes to your campaign.
WSI is the Paid Search Marketing Company to Maximize Your Performance Max Campaign
Whether you’re already working with a paid search marketing company or not, these new features from Google are worth taking a look at. WSI has a team of performance-based advertising experts that can help you make the most out of your Performance Max campaigns.
Contact us today to book your complimentary consultation.
