These new features should help you during the peak periods of your business and the end-of-year season peaks.
Here’s some valuable information on how to improve your performance with Google Ads and Performance Max.
Reminder: What are Performance Max campaigns?
Performance Max campaigns enable you to use all Google Ads advertising inventories in a single campaign, displaying your ads on Shopping, Display, Youtube, Gmail and the Google search engine.
This campaign format is still new, and was rolled out in April 2022 to replace Smart Shopping and Local Ads campaigns.
Campaign performance and ROI are achieved through real-time optimization across channels and intelligent bidding.
Don’t hesitate to reread our article on setting up Performance Max campaigns.
What are the new features of Performance Max campaigns?
The Performance Planner, previously only available for Search, Shopping or Display campaigns, is now supported by Performance Max campaigns.
With the Performance Planner it’s possible to forecast performance and simulate what can happen to your campaigns when budget, target, CPA and other elements are adjusted.
It is now possible to create automated rules for asset groups. You can, for example, schedule your ads to run at specific times and on specific days.
From now on, the number of titles for your text ads will be increased from 5 to 15. This will enable you to find more hooks for your ads and increase your click-through rate.
This feature should be operational by the end of the year.
In Performance Max campaigns with the Online Sales objective, you can easily identify performance fluctuations, diagnose problems and receive recommendations for improving the future performance of your ads.
You will find several types of explanations on this report:
- Auctions explained
- Budget explanations
- Explanations on conversions
- Explanations for assets and asset groups
For more information on Explanations of changes in Performance Max campaigns, please visit the official Google page on the subject or simply your Google Ads account 😉
You can add data segments as audience signals. This enables Google to accelerate its automation capability to find the customers most likely to convert.
In the coming weeks, these data segments will be added to the audience statistics, helping you to better understand the value of your first-party data and to see which customer lists convert best in your campaigns.
Three best practices for Performance Max holiday campaigns
Conclusion
Since its launch almost a year ago, Performance Max campaigns have aimed to increase conversions by using all advertising channels on Google.
According to Google, in 2021, 54% of shoppers used more than five channels to make their purchases during the vacation season.
And that’s the great advantage of Performance Max campaigns.
Your offers and products can be displayed on the different channels where your customers are, and optimize your campaigns based on data and insights to boost your e-commerce results during the holiday season.
Consult our Google Ads experts to find out more.
See you soon!
