Google has introduced a significant update to Performance Max (PMax) campaigns by adding device control at the campaign level. This new feature follows previous enhancements including Page Feeds, Brand Guidelines, Brand Exclusions, and the recent Age Exclusions.
New Device Targeting Options
Users can now select specific devices within PMax campaigns settings, with options including:
- Computers: Desktop or laptop devices with screens larger than 7" in diagonal
- Mobile phones: Hand-held devices that include a phone
- Tablets: Mobile devices that don't necessarily include a phone
- TV screens: Devices that stream TV content such as smart TVs, gaming consoles, and connected devices like Chromecast (available only for Display and Video campaigns)
Increased Control and Visibility
This functionality was previously unavailable for PMax campaigns, representing a meaningful improvement in campaign control. Advertisers now have greater visibility into device performance and the ability to optimize accordingly.
Strategic Applications
The addition of device-level control opens up new tactical possibilities for marketers. Performance-focused B2B campaigns might benefit from excluding TV screens, while other advertisers may want to isolate mobile only traffic to better align with landing page user experience.
This update enables more refined campaign strategies and provides advertisers with another dimension for optimization within the Performance Max campaign structure.
