Google Ads Performance Max is enhancing its capabilities by introducing new features aimed at maximizing campaign performance through improved controls, goals, reporting, and creative options.
New Customer Lifecycle Goals and Reporting
- Retention Goals: Fully available to help bid more for lapsed customers.
- Customer Acquisition Cost Reporting: A new column in campaign reporting allows tracking of acquisition costs.
Image Controls
- Landing Page Images: Automatically source images from landing pages to diversify ad visuals.
- Image Enhancements: Create additional image versions to improve ad performance.
Improved Search Controls
- Negative Keywords: The limit on campaign-level negative keywords has increased from 100 to 10,000, allowing for more precise targeting.
Customer Engagement Strategies
- Maximizing Customer Lifetime Value: Performance Max aims to enhance customer acquisition and retention strategies, allowing advertisers to prioritize bidding on high-value lapsed customers.
- New Customer Acquisition Goals: Campaign reporting now includes a column for new customer acquisition costs, facilitating better tracking.
Enhanced Control Over Image Assets
- Asset Variety: New controls for landing page images and image enhancements will help meet diverse advertising needs.
- Future Enhancements: Additional features like uncropping and animating images are planned to further increase asset variety.
These updates to Performance Max are designed to provide advertisers with more control and flexibility, ultimately leading to improved campaign performance and customer engagement.
