Performance Max: 4 Key Updates Retailers Need to Know

Google has announced major new updates to Performance Max, aimed at giving marketers and retailers much deeper insights into how their ads perform across Google’s full range of platforms including Search, YouTube, Display, Gmail, Maps, and more. 

Here’s a breakdown of what’s coming and how it can benefit retailers:

1. Channel level reporting (beta launching soon)

You’ll now be able to break down campaign performance by each Google channel – Search, YouTube, Display, Discover, Gmail, Maps, and more. 

What it means for you: 

• Identify which channels drive the most conversions. 

• Identify your top performing ad formats to prioritise asset enhancements that deliver the greatest impact.

• See performance of ad formats like display, video, or product feed based ads. 

All reporting will be exportable, allowing for deeper analysis and internal reporting.

2. Search term insights

You’ll now get full visibility into what people are actually searching for when they see your ads, just like in Search or Standard Shopping campaigns. 

Why this matters: 

• Spot high performing search terms and build new assets around them. 

• Exclude irrelevant terms with negative keywords or brand safety filters. 

• Helps you optimise your campaign structures for better control over your targeting.

3. Asset level metrics

More detailed metrics are being added to individual ad assets, including: 

• Clicks 

• Impressions 

• Cost 

• Conversion value / cost 

• Average CPC 

This will help you understand what creative content actually drives performance, so you can focus your efforts where it counts improving Ad Strength and campaign outcomes. 

4. Improved diagnostic tools

New diagnostics will help you spot issues across specific channels (eg. missing store locations or landing pages that need improvement) and offer practical suggestions to fix them using AI features like Final URL Expansion.  

This will lead to faster troubleshooting, better coverage across channels, and fewer gaps in campaign delivery.  

 

These updates will be covered in detail at Google Marketing Live, follow us on LinkedIn for the latest updates and break down of the event.  

Our Productcaster team is already working with clients to adapt to these updates.
Need support? Reach out to us at info@productcaster.com