Latest
New Performance Max Updates From Google

Google has recently released some new feature updates for Performance Max campaigns, aiming to improve controls and reporting capabilities. Our Senior Client Success Manager, Samantha Bluckert, has summarised these updates for you below and added how you can use them to improve your PMax performance.
Target Pacing Insights:
These insights show you whether your CPA or ROAS is running to target and within the expected range, compared to where you have set your targets. Additionally, the tool will give you insights into potential factors that may be causing your targets to run off track, such as the bidding strategy going through the learning phase due to recent changes.
This update is a significant move to help marketers understand the factors bidding algorithms are considering when optimising performance. You can use these insights to learn how quickly your campaigns adapt to the changes you make, in terms of frequency of changes and target changes, helping you work more effectively with the bidding systems.
Asset Coverage Reporting & Asset Level Conversion Reporting:
Reports are rolling out, which show how each asset group is optimised on ad strength. Each asset group will soon receive an overall score, alongside specific recommendations on which assets are missing or need improving.
Additionally, reports at the asset level have been launched, allowing you to see number of conversions and conversion value for every asset within an asset group, giving you an idea of what is connecting most with your customers.
This gives a clear roadmap for advertisers to improve relevancy through asset optimisation, with insights into how you should create new assets moving forwards, based on performance data. Studies show that ad strength scores of excellent, on average achieve a 6% uplift in conversions, with strong compelling assets giving a key competitive edge in the ad space.
Campaign Level Negative Keywords:
Currently in Beta, Google will be rolling out negative keyword lists for Performance Max campaigns, at the campaign level. The feature is giving you extra control over where your ads appear within the search and shopping element of Pmax.
The benefit of using this feature is that you can better align your ads with what your audience is search for, allowing you to save budgets on those keywords that you do not feel align with your business and campaign goals.
Conclusion:
Overall, the updates released from Google are a very welcome move, giving advertisers more control and insights on performance. The features, such as the target pacing insights, will work to educate marketers on working with Googles AI solutions, whilst asset reporting allows for a clear direction on how to connect with customers.
If you want more information on any of the updates or support with your Google Shopping performance, get in touch with our Productcaster experts today at info@productcaster.com
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