In 2024, a suite of Performance Max features was launched to enhance controls and reporting capabilities, leveraging Google's channels and AI for optimal campaign performance. The focus will continue in 2025 with new features aimed at improving results and transparency. Key updates include:
New Features for 2025
- More Campaign Controls: Enhanced controls to steer AI effectively.
- Campaign-Level Negative Keywords: Rolling out to all advertisers, allowing exclusion of specific queries for brand suitability.
- New Customer Acquisition Goals: Introducing a high-value mode to prioritize new customers based on long-term value, using Customer Match data.
- Brand Exclusions: Improved control over brand exclusions for different ad formats, allowing specific targeting for Search and Shopping ads.
- “URL Contains” Rules: Expanding to campaigns with product feeds, enabling targeting based on specific page categories.
- Demographic Exclusions: A beta for excluding age brackets and a Devices beta for customizing targeting by device type.
Enhanced Reporting
- Search Reporting: Launching richer reporting features, including search themes to indicate customer queries and their effectiveness.
- Search Terms Insights: A new source column to track query origins and a usefulness indicator for search themes.
- Improved Asset Group Reporting: Segmenting asset group performance by various metrics, with downloadable data for easier access and sharing.
These updates reflect ongoing enhancements to Performance Max, driven by user feedback, aimed at maximizing the effectiveness of Google Ads campaigns. Further improvements are anticipated, focusing on controls, reporting, and insights.
