Google Ads has introduced several new features to enhance visibility and control in Performance Max campaigns, focusing on audience targeting, reporting, diagnostics, and creative insights.
New Controls for Audience Targeting
Performance Max now supports campaign-level negative keyword lists, allowing advertisers to exclude unwanted search terms like “cheap” or “bargain” across multiple campaigns efficiently. The limit for search themes has doubled from 25 to 50 per asset group, enabling broader reach and access to relevant traffic. Additionally, device and age targeting controls are fully available, with a new beta for gender-based demographic controls, allowing more precise audience targeting based on device type, age, and gender.
Enhanced Reporting and Diagnostics for New Customer Growth
Reporting for new customer acquisition has been improved by eliminating “Unknown” conversion labels through better estimation of customer status. This clarity helps advertisers bid more effectively on new customers. Advertisers are encouraged to update their conversion tracking tags with the new customer acquisition parameter for greater accuracy. New diagnostics and recommendations help identify and resolve goal-related issues such as missing or broken tags, goals, or conversion actions that may affect campaign performance.
Creative Reporting and Actionable Insights
Performance Max now offers full asset stats showing conversions, cost, and clicks for all campaigns. Reporting has been expanded to include assets created via final URL expansion, with the ability to view and remove these assets if needed. New creative recommendations provide actionable insights to improve image quality and performance across channels, including suggestions for image types and edits. These recommendations link directly to the AI-powered image editor in Google Ads for instant adjustments.
These updates collectively aim to provide more precise audience reach, clearer new customer acquisition data, enhanced creative visibility, and AI-driven recommendations to drive stronger campaign results.
