Google Ads is continuously developing new features and updates to help advertisers meet their audiences’ needs throughout the customer journey. Recently, new features have been launched for Performance Max, a relatively new goal-based campaign type that allows advertisers to access their entire Google Ads inventory in a single campaign in order to boost advertising performance.
Performance Max was designed to help businesses grow by utilizing Google automation technology to improve bidding, budget optimization, creative asset use, and more. Once you determine your objective for a specific advertising campaign (whether its website traffic, leads, sales, or visits to your local brick and mortar location), Performance Max can help you unlock new audiences, drive performance against established goals, manage automatization, get campaign insights, and optimize your ads.
With the newest features that have been unveiled for Performance Max, businesses have even more tools and resources to reach the right audiences and boost business growth with greater efficiency. Here are some highlights of the new features:
Discover & Attract New Customers 
Performance Max can help you identify the conversion opportunities with the highest return on investment, regardless of the channel through which you first connect with potential new customers.
One of the features now available on Performance Max in the new customer acquisition goal, which helps you acquire new customers more efficiently. With this feature, you get to choose whether to optimize your Google Ads campaigns to either bid higher for new customers over existing customers (New Customer Value mode) or bid exclusively for new customers (New Customer Only mode). While the first option is the recommended default when you’re trying to optimize conversions from new customers, the second is especially useful if you’re running a dedicated lead generation campaign specifically in search of only new leads.
Whichever option you choose, this new feature can help you drive long-term revenue growth by prioritizing new customer conversions. It also helps you utilize your budget more efficiently for new conversions resulting in lower customer acquisition costs (CAC) overall.
Leverage Consumer Insights 
Over the next few weeks, Google plans to roll out consumer interest insights to all advertisers to help identify trends and themes in Search that can help improve your conversions. Two types of insights will be included for Performance Max.
Asset audience insights will help you determine how your creative assets (whether image, text, or video) resonate with different audience segments. For example, you’ll be able to test showing images of your just your product versus images of people engaged in using your product and see which perform better with different audience types.
Diagnostic insights will give you a snapshot glance of any set-up issues that might be affecting your ad display. You’ll also be given suggestions to quickly resolve the issue. For example, if any of your creative assets are not approved, you’ll be shown how to fix the problem.
Upgrade Local and Smart Shopping Campaigns
Back in January 2022, Google offered a preview of how to upgrade both Local and Smart Shopping campaigns to Performance Max – soon this will be fully and widely available to advertisers. A “one-click” upgrade tool for Smart Shopping campaigns should be available within the next few weeks if you don’t see it in your Google Ads account already. Local campaigns will be able to be upgraded starting in June.
When you upgrade these campaigns to Performance Max, any data from your previous campaigns will be retained, including your budget and settings. However, with Performance Max you’ll have access to an expanded inventory and additional automation tools to help you improve performance across Search, Gmail, Display, Discover, Maps, and YouTube.
You can check out Google’s official guide to Performance Max campaigns for more details and best practices.
If your business is ready to take advantage of all the latest features available for your Google Ads campaigns, let out team here at JXT Group serve as your trusted advisor. We’ve been recognized as a Google Premier Partner, which means we have access to the most cutting-edge tools and insights to help you maximize your performance with Google Ads.
To learn more, give us a call today at 718-690-7302, or submit out our online contact inquiry form.
