Google Ads has been pushing Performance Max campaigns on advertisements. In fact, it will replace Smart Shopping and Local campaigns by the end of Q3 2022. As a new campaign type, Performance Max campaigns are bringing new features to Google Ads to help marketers improve their ads.
The three new features which will be rolling out as part of the Performance Max campaign include:
- New customer acquisition goal type
- Consumer interest insights
- One-click upgrade tool
1 – New customer acquisition goal type
The customer Acquisition goal type is not new to Google Ads. It was available for Smart Shopping before. However, with the forced migration over Performance Max, Google is making the feature available for campaign types.
This feature will allow you to do one of the following things:
- Bid for more new customers with profiles similar to your existing customers
- Focus on optimizing your ads for new customers only while maintaining their cost-efficiency
2 – Consumer interest insights
Another new feature is called Customer Interest Insights. It will be added to the Insights page of Google Ads. This feature will allow users to see search themes that are driving conversions to your campaign.
Additionally, Google is also launching asset audience insights that will give users ideas on how specific text, image, and video assets resonate with specific audience segments.
Another insight that will be added to Performance max is called diagnostic insights, which will show you any potential setup issues preventing your ads from showing. Diagnostic insights will also give you suggestions on how to solve the problem.
3 – One-click upgrade tool
Lastly, Google will be adding the upgrade tool in phases. Over the coming weeks, Google Ads will send a notification once the one-click upgrade tool is available for your account. Users can access this tool from the Recommendation or Campaigns page.
The rollout of the one-click upgrade toll will start with Smart Shopping campaigns. On the other hand, the tool will be available beginning in June for Local campaigns.
Once you apply the new update, respective campaigns under your account will become new and separate Performance Max campaigns. All the budgets, settings, and learnings from your previous campaigns will also be transferred.
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