Google Ads: 3 new features for Performance Max campaigns

Google introduces new features for Performance Max campaigns. The goal: to make it easier for advertisers to acquire new customers and better understand the performance of their campaigns. As of November 2021, Performance Max campaigns are available to all advertisers. These campaigns aim to increase conversions across all Google advertising channels: Search, Display, Discover, Gmail, YouTube and Maps.

1. A NEW OBJECTIVE OF ACQUISITION FOR CUSTOMERS IN MAX PERFORMANCE 

In the coming weeks, Performance Max will implement a new target customer acquisition for all advertisers. Google claims: “This option was previously available to retailers who used Smart Shopping campaigns and it is now expanding to more advertisers’ goals in Performance Max.”

With this new customer acquisition goal, you can:

• Make a greater offer for new customers rather than for existing customers;
• Focus your optimizations only on new customers ensuring your profitability.

2. NEW INFORMATION ABOUT PAGE INSIGHTS

On Page Insights you’ll find two new types of information about your Performance Max campaigns:

• Learn more about your assets: You’ll be able to better understand how your texts, images, and videos respond with specific customer segments.
• Interest Insights: With insights into consumer interests, you’ll see the most effective and relevant research topics for your campaigns.

Noteworthy: these new features will be implemented for all advertisers in the coming weeks.

3. UPGRADE OF YOUR SMART SHOPPING CAMPAIGNS TO PERFORMANCE MAX

In the next few weeks, you’ll see a notification in your Google Ads account when the update tool is ready for your Smart Shopping campaigns. You can also access the tool from the Recommendations page and the Campaigns page. 

Good to know: you can start updating your local campaigns in June.

When you upgrade your Smart or Local Shopping campaign, it becomes a separate new Performance Max campaign that retains the infos of your previous campaign to maintain consistent performance, says Eduardo Indacochea, Director Product Management at Google Ads.