Google announced its latest improvement to its Performance Max campaigns - deeper insights into channel performance. These insights will allow our Paid Search specialists optimize campaigns and achieve better results for our clients.
Top 3 Takeaways from Google’s Performance Max Update
- Channel-Level Insights: You can now view how each Google channel (Search, YouTube, Display, etc.) contributes to your ad performance— giving us the ability to optimize creative for each channel
- Full Search Terms Visibility: Access to detailed search term reporting lets you refine targeting and creative to better align your ads with customer intent.
- Deeper Creative Analytics: Get performance data on individual ad assets so you know exactly which visuals and messages drive results.
Channel-Level Performance Reporting
Channel-level performance reporting in Performance Max will allow digital advertisers to see how their campaigns perform across different Google platforms, including Search, YouTube, Display, Gmail, Discover, Maps, and Search partners. This will allow our team to identify which channels are driving conversions and create strategies to improve lower-performing channels. While the reporting will break down each channel’s performance, you cannot opt out of running ads in a specific channel or allocate more/less budget to a specific channel.
Enhanced Search Terms Reporting
Performance Max does not currently use keywords to serve ads. While that is not changing, they are giving advertisers more information around the keywords consumers are searching that trigger Performance Max ads. This will allow us to improve our negative keyword strategy (another recent enhancement of Performance Max Campaigns) to exclude irrelevant traffic and improve ad copy to better match customer intent.
Detailed Asset Reporting
Google is now sharing more data on how each asset used in the Performance Max asset group is performing. Having a better understanding of the CTR and which assets are converting will help your digital agency create high-performing assets that resonate with your target audience.
Diagnostic Tools for Optimization
Google has also rolled out diagnostic tools to help identify issues affecting specific channel performance. Having this tool will allow quicker identification and a faster solution to get ads back up and running as planned.
What’s Next
While Google announced these updates, they are not fully available in all ad accounts. Green Line Automotive aims to optimize our digital automotive strategies, improve customer engagement, and drive better business outcomes. We look forward to implementing these tools for our Automotive Paid Search clients and sharing our experiences in future updates.