Unlock the Power of Google’s Latest Update: Supercharge Your Campaigns and Boost RoAS with Enhanced PMax and AI
Enhanced Control for Guiding AI
Google’s recent updates aim to provide greater control and optimization options
for Performance Max (PMax) campaigns, ultimately driving desired business
outcomes. These updates introduce new functionalities that empower advertisers
to have more influence over campaign setup and performance.
1: Page Feeds
What is it: Performance Max now includes a feature called “Final URL Expansion,”
which enables advertisers to exert control over Dynamic Search Ads (DSA).
Previously, targeting options were limited to either all pages or excluding
specific pages. However, with the introduction of page feeds, advertisers can
now selectively target specific landing pages. Our take: We’re thrilled about
this update as it grants us valuable control over targeting. The ability to
focus on specific pages rather than targeting all pages will significantly
enhance campaign optimization. We’re eagerly looking forward to testing this
exciting new feature.
2: Re-engagement Goals
What is it: Re-engagement Goals allow advertisers to optimize PMax campaigns
specifically for disengaged customers. Our take: This update is particularly
advantageous for brands that prioritize customer retention and aim to re-engage
with previous customers. It’s important to note that Re-engagement Goals
leverage first-party data, such as customer lists, to predict and effectively
target lapsed users. However, we suspect that Google’s AI might still optimize
for non-old customers in case of incorrect predictions.
3: New Customer Lifecycle Goals
What is it: New Customer Lifecycle Goals empower Smart Bidding to optimize pMax
campaigns for high-value customers, going beyond targeting any new or existing
customers. Our take: While this update holds promise, it’s crucial to exercise
caution when utilizing New Customer Acquisition Goals (NCAs). We recommend a
thorough understanding of NCAs before implementation. When used correctly, they
can be powerful tools for identifying the most valuable customers for your
business. We’re eagerly awaiting the opportunity to conduct tests and optimize
campaigns for high-value customers.
4: Account-level Negatives
What is it: This update introduces the ability to use account-level negatives,
enabling the exclusion of specific search terms across all campaigns. Our take:
It’s surprising that this feature wasn’t available earlier, but we’re glad to
see its arrival. Account-level negatives are a valuable addition for maintaining
brand safety by excluding undesirable search terms from all campaigns.
5: Campaign-level Brand Exclusions
What is it: This new feature allows advertisers to exclude branded search terms
from PMax campaigns, preventing their appearance in Search + Shopping
placements. Our take: We’re pleased to see Google finally introducing
campaign-level brand exclusions. Previously, we had to rely on negative keyword
lists as a workaround. With this update, the need for such workarounds will
likely be eliminated, enabling more accurate data analysis by excluding branded
conversions that Performance Max would otherwise claim credit for.
6: Smart Bidding Optimized for In-store Sales
What is it: This feature enables Smart Bidding to optimize PMax campaigns
specifically to drive in-store sales. Our take: This is an excellent addition
for businesses with physical stores as it allows them to promote footfall and
increase in-store sales through Smart Bidding.
Stay tuned with latest update!