Google’s Performance Max campaigns is upgrading to a newer and enhanced version. Indeed, great news for all the search marketers out there. Performance Max ads are mainly curated to drive conversions, giving you complete power of Google’s channels and AI, so you can achieve the best for your business across YouTube, Gmail, Search and more.
Three new reporting are coming that aim to offer greater visibility into the channel’s performance. Plus, it allows you to analyze and refine the process better. Of the three, channel-level reporting stands as the top feature.
Channel-level reporting: Gives a complete breakdown of how the different channels such as YouTube, Maps, Gmail, Search, Display, and the way it contributes to the success of campaign.
Full Search Term Reporting: This is an amazing rollout that offers the same level of detail in search reports that you do for standard shopping and search campaigns.
Asset Reporting: Know which assets drive the most conversion for your business. This way, you can make the required changes in your campaign. Google is adding clicks, impressions and cost, so more metrics can be seen, and this reporting is being expanded to include Search and Display campaigns.
Some More Key Highlights:
- Downloadable Performance Table: You will have access to a new exportable channel distribution table that gives in-depth offline analysis, allowing for more flexible reporting and strategic planning.
- Diagnostics: All about finding issues, such as less performing landing pages, missing store locations that affect Google Maps, to let advertisers to make campaign parameters more precise with precision.
- Top AI Optimization: As AI tools are taking center stage everywhere, Performance Max is improving alongside. models are optimized to identify and react to patterns of user behavior, to display ads to the right audience at the right time.
The Bigger Picture:
Even though the new channel-level reporting gives marketers in-depth analysis; Google assures that its AI still optimizes holistically by channels for achieving good conversion rate. Thus, advertisers shouldn’t only focus on channel-by-channel ROI, instead have faith in AI-optimized methods, that takes along customer’s touchpoints.
What’s Coming Next
- Open beta for the new Channel Performance reporting will roll out over the next several weeks.
- The next announcements and full information are due on May 21, during the Marketing Live of Google.
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