Google has a goal for advertisers in 2025 with Performance Max -- to provide more campaign controls, improve on search reporting and guidance, and support asset group improvements.
On Thursday, the Alphabet company announced it will add a slew of features to Performance Max in several key areas.
The goal is to provide additional transparency that drives performance. The features include more campaign controls for artificial intelligence (AI), such as campaign-level negative keywords for all advertisers, new customer acquisition goal with high value modes, brand exclusions for different formats in retailer campaigns with product feeds.
Deeper search reporting such as search themes as useful indicators, and search terms insights source column.
Improved assets for group reporting include the ability to segment and download asset group performance.
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Last year, Google introduced campaign-level negative keywords to exclude specific queries, which will roll out to all advertisers in the next few weeks, along with a feature aimed at supporting high-value customers.
This feature enables advertisers to specify high-value customers and the long-term value they represent through Customer Match.
Google AI will use the advertiser’s data to predict which new users are likely to fit in that category.
Retail advertisers with product feeds will soon gain better control of how brand exclusions work across different ad formats.
Previously, brand exclusions applied to both Search and Shopping ads, but now advertisers can apply brand exclusions to just Search text ads, while keeping branded traffic for Shopping ads.
Two additional features are coming to beta in Performance Max campaigns.
First, a beta for age-based demographic exclusions will allow users to exclude age brackets, such as “18-24” or “65+”.
With the second feature -- with Google’s Devices beta -- advertisers can customize targeting to computer, mobile or tablet traffic.