Google Ads: How to Multiply your Results

Google Ads has recently released an exciting new update called Performance Max, which is designed to assist users in several important areas. Read more about this in Google Ad’s release notes below.

With Performance Max, Google Ads has seen advertisers achieve an average of over 18% more conversions at a similar cost per action. This impressive five percentage point increase in just 14 months can be attributed to ongoing advancements in AI technology for bidding, creative, and search query matching, as well as new formats like YouTube Shorts. Google Ads is introducing new ways for advertisers to optimise and demonstrate the incremental value of their Performance Max campaigns, including better performance on Search inventory, higher-impact video creative to boost ROI, measurement of conversion uplift, and more comprehensive reporting.

Search and Performance Max are the Ads Power Pairing

Google Ads offers AI-powered Search and Performance Max to help advertisers achieve maximum conversions across all Google advertising channels. Combining broad match keywords with Smart Bidding can supercharge your Search campaigns. With Performance Max, you can go even further and drive additional conversions across all Google advertising channels. Using advanced AI technology, Performance Max analyses your landing page content, assets, and product feed to find new converting queries and generate relevant text ads that match user intent. This unlocks additional performance on YouTube, Display, Discover, Gmail, and Maps.

Google Ads announced the availability of account-level negative keywords for Performance Max. With this new feature, you now have greater control over which queries your ads appear on in Search and Shopping inventory. You can easily exclude specific keywords to ensure brand suitability or for any other reason that’s important to you. This latest enhancement is just one of the many ways we’re working to improve your experience with Performance Max.

This feature will also block traffic from most brand misspellings and foreign language brand searches. You’ll be able to exclude your own brand terms and select from a list of other brands to exclude. And if there are any brands missing from the list, simply request additions through Google Ads. For those with brand suitability needs on YouTube and Display inventory, be sure to check out the newly launched Content Suitability Center.

Google Ads is always striving to provide more tools to help advertisers optimize their campaigns, and in the coming months, we’ll be rolling out page feeds to Performance Max.

By combining page feeds with final URL expansion turned on, you can help keywordless AI technology better understand which landing pages are most relevant to your business. This feature offers you another way to inform and guide the AI within the final URL expansion feature, helping you generate valuable conversions from new queries that were previously unexplored or not captured by your Search campaigns.

Easier video creation in Performance Max

Maximising conversions across all channels in Google’s ad inventory is Performance Max’s ultimate goal. Therefore, high-quality creative assets, including video, are crucial to the campaign’s success. That’s why Google Ads has integrated video creation tools into the Performance Max campaign setup and editing workflows, making it easier for you to provide high-quality video ads. If you’ve always wanted to create a video ad but lacked the resources or time to do so, now is the perfect opportunity!

Run experiments to prove the value of Performance Max

If you haven’t tried Performance Max yet or want to compare its performance to other campaigns, experiments have started rolling out to help you run A/B tests. You can set up two types of experiments:

• Performance Max uplift experiment: See how adding a new Performance Max campaign to your current campaign mix drives incremental conversions or conversion value.
• Performance Max vs. Standard Shopping campaign: Test an existing Standard Shopping campaign head-to-head against a Performance Max campaign targeting the same products. See how your results may improve and whether you should replace the Standard Shopping campaign.

Google Ads reported that Bol.com, a widely known online marketplace in Belgium and the Netherlands, was previously utilising Standard Shopping campaigns to showcase their products to over 13 million shoppers. However, before transitioning these campaigns to a Performance Max AI-driven solution, Bol.com required solid evidence to back up the decision.

Find opportunities to improve your asset groups and budget distribution

Google Ads has shared that along with multiple other techniques to enhance your campaigns, new reporting and insights can also assist in comprehending and assessing your outcomes. In the near future, you will have access to conversion metrics, conversion value, cost, and several other metrics at the asset group level. By making use of this data, you can steer your creative approach and boost your campaigns. For instance, you can experiment with new asset groups to evaluate their impact on conversions. You can even append new assets to current asset groups.

Soon, budget pacing insights will be available to help advertisers uncover opportunities for optimising their budget and performance automatically. By using this tool, advertisers will be able to see how much their campaigns have spent, and what they are projected to spend, along with their current and forecasted conversion performance. This feature will provide a clear overview of how campaigns are pacing, and whether there are opportunities to adjust or redistribute the budget to drive more conversions. Additionally, Google Ads will provide customised recommendations to help advertisers maximise their budget utilisation.

In today’s fast-paced business world, it’s crucial to ensure that you’re getting the most out of your marketing budget and maximising your return on investment. Google’s AI technology can be a game-changer for your business, especially when paired with your own industry expertise and inputs. Performance Max is powered by this cutting-edge technology, enabling you to optimise your budget across multiple channels in real-time and adapt to ever-changing consumer trends quickly.

Do you need help utilising the new features of Google Ads? We can help!

Our goal is to help you achieve even greater success. Get in touch today to find out how we can help you.

(source: https://www.blog.google/products/ads-commerce/performance-max-new-features/)