We first heard about the Google Performance Max Campaigns on 16th December 2021. It started as an automated Google Ads campaign that allowed marketers to access all Google Ads channels through a single campaign. It includes YouTube, Google Display advertisements, Google Search advertisements, Google Discover, Gmail ads, and Maps.
Conversion goals, Asset groups, and Audience signals are three core features that have existed since the launch of the Google Ads Performance Max Campaign.
On 24th May, around five months later, Google’s Ads Liaison Ginny Marvin tweeted about the latest Performance Max campaign update. It promised to roll out an additional feature, store sales goals. With this feature, marketers can effectively measure and optimise both in-store and eCommerce goals.
The Burst Campaign is a complementary feature for in-store goals. With Burst campaigns, advertisers can display an advertisement for a specific time frame to reach their in-store goals.
Google Performance Max campaign will now have an Optimization score – a feature that will be implemented globally. Advertisers will also see additional features such as detailed insights on their Performance Max campaigns featuring information about auctions, audience, and consumers. It will help them understand what’s driving the performance and utilize the data for future campaigns.
In addition to these, Performance Max also features Experimentation tools. It compares Google Performance Max’s campaign to the existing comparable campaigns, showing us the difference. There’s also talk about launching a new feature, Hotel Advertising. With this update, hotels will have the opportunity to use Performance Max to promote their properties across all Google channels.
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