The new features in PMax updates for Performance Max campaigns include:

• New customer lifecycle goals: Tailor campaigns to optimize towards acquiring and retaining valuable customers.
• IP exclusions: Exclude specific IP addresses at an account level to filter out irrelevant traffic.
• Final URL expansion experiment: Test whether a more relevant landing page improves campaign performance.
• Detailed demographics in audience insights: Gain insights into audience’s age and gender.
• Budget pacing insights: Real-time spend tracking to optimize campaign budget.

To use the new customer lifecycle goals in Performance Max campaigns, follow these steps:

1. For acquiring new customers: Optimize your campaigns towards finding new customers, focusing on high-value acquisitions. This feature is available in beta for advertisers using Performance Max with purchase conversion goals.

2. For existing customer retention: Utilize the new retention goal to win back customers who have lapsed. This is also in beta and requires reaching out to your Google account team.

To exclude specific IP addresses from Performance Max campaigns:

• Navigate to the account settings in your Google Ads account.
• Add the IP addresses you wish to exclude at the account level.
• This will prevent those IPs from seeing your ads, helping to ensure your campaigns reach only the most relevant audiences and protect your budget.

Final URL expansion can improve Performance Max campaigns by:

• Better matching user search intent: Replacing your final URL with a more relevant landing page from your website may result in stronger outcomes.

• Testing and learning: By opting into the Final URL expansion experiment, you can split your traffic to test this feature and track results against your original setup. Advertisers in the beta have seen an average increase of over 9% in conversions/conversion value.

Detailed demographics in audience insights provide insights into:

• The age and gender of your audience, alongside existing interest and behavioral data.
• This information can help you uncover untapped demographics and adjust your promotions to resonate with specific age and gender groups, potentially opening new market segments.