Google Ads is implementing changes to improve offline conversion quality in Performance Max for Store Goals, Omnichannel Goals, and Smart Campaigns. Starting February 28, the platform will modify how it measures and optimizes for Local Actions, Store Visits, and Store Sales conversions. This update was communicated to advertisers via email from the Google Ads team.
Key Changes
The update will increase focus on locally engaged users on channels with higher local intent, specifically Search and Google Maps. While this strategic shift will limit view-through conversions (VTCs) from Display and YouTube, it will increase ad serving on Search and Maps – channels that typically drive higher value store visit conversions.
Benefits of the Update
By prioritizing engaged users in higher intent channels like Search and Maps, Google aims to:
- Enhance campaign efficiency and effectiveness by improving long-term performance and optimization
- Drive higher-quality conversions by generating more valuable and incremental offline actions
- Maximize return on investment by ensuring advertising spend delivers optimal results
What Advertisers Should Expect
Following this change, advertisers may observe:
- A decrease in conversion volume
- An increase in cost-per-conversion
Google notes that other factors such as budget, targeting, and seasonality can also impact these metrics.
Recommended Actions for Advertisers
Performance Max for Store Goal & Omnichannel Recommendations:
- Relax targets: Consider adjusting Smart Bidding targets or offline conversion values to capture higher value conversions
- Diversify offline conversion goals by adding additional goals such as Local Actions Conversions alongside Store Visits or Store Sales conversions
- Expand location targeting, especially for campaigns targeting limited locations
- Consolidate multi-location campaigns unless there's a strategic reason to maintain separation
Campaign Settings Review:
- Remove geo-targeting as these campaigns automatically optimize across linked business locations
- Remove ad scheduling restrictions to allow campaigns to run without limitations
- Relax audience targeting by broadening audiences and removing unnecessary exclusions
Creative Optimization:
- Refresh and diversify creatives to ensure they remain engaging and high-quality
Smart Campaign Recommendations:
- Expand reach by adding more search themes and business locations where possible
- Optimize creatives by refreshing ad text and images to highlight unique offerings
- Maximize delivery by removing ad scheduling restrictions
