Google is a bit forced and intrusive in its desire to move advertisers to a new ad campaign format and is adding new features to Performance Max to get more people interested.
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The plan is for Performance Max to finally replace Smart Shopping and local campaigns with the new option closer to the end of 2022. Starting in April, advertisers can update their Smart Shopping campaigns, gradually replacing them with the new standards. Meanwhile, if it's not updated manually, it will be updated automatically, regardless of the account holder's wishes, until September 2022. However, many of the settings will remain unchanged - already a good thing. But there will be a few new things. Let's take a look at the new features that Google announced in Performance Max and is going to implement literally within the next few weeks.
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Performance Max updates
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◆ Adding a new goal - "Attracting customers"
◆ Updating at an accelerated pace - in one click
◆ Ability to analyze customer interests and get data
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Type of customer engagement goal
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"Customer Engagement" is a new format only in Performance Max, and it's been known in Google ads in general for a long time. This goal used to be available in a smart sales campaign, but now it will be used in automatic updates on Performance Max.
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It is possible to attract consumers using look-alike audiences, i.e. getting new users who Google thinks are similar to your customers.&nbsp;
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Also, you can set up optimization exclusively for new customers.&nbsp;
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Offer more new customers similar to your existing customers.
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Focus on optimizing only for new customers, while still being cost-effective.
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One-click update
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Performance Max is announced as a campaign that will be updated in stages. However, there will soon be a "One-Click Update Campaign" feature. This will be available for smart sales campaigns in May and for local campaigns in June.&nbsp;
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By clicking on this tool, the advertiser will move all campaigns of these types into a separate Performance Max campaign with settings, statistics, previous totals and budget transferred.&nbsp;
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However, this is more suitable for novice taggers - experts are very unhappy with this feature and believe that it takes away the ability to control all the settings themselves.
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Ability to analyze customer interests
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On the page where you can see the statistics in google cabinet, you will soon be able to see the interests of customers. Thus, the advertiser will receive information on what exactly affects conversion rates.&nbsp;
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For example, the page of interests will collect the most popular keyword interests and provide statistics on the number of people who are interested in that topic.&nbsp;
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<img style="display: block; margin-left: auto; margin-right: auto;" src="https://rocket-cpa-prod.b-cdn.net/article-images/a652c90f-f996-4601-924f-ffb0313fcfb9.png" alt="" width="670" height="443" />
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Also, Google will have the ability to analyze the audience by activity. That is, it will be seen how text and graphic and video creations affect different segments of the audience - who likes to watch the video, who likes the photo.&nbsp;
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Also in Performance Max there will be a special diagnostic, which identifies what the problems are in the settings and what prevents the platform to show your ads effectively.
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Why are smart sales companies a thing of the past?
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Google can see how the customer journey is changing and is adjusting to it. There are now more channels for the user to interact with the brand - more devices, more platforms for advertising. The consumer moves in a non-linear way, and the advertiser can "tamper" with it at every stage of the journey.
Performance Max is a campaign format that tries to use modern advertising tools and formats to achieve the highest results. It's advisable not to use the one-click update tool to begin with, but to create Performance Max yourself and try to set it up. It is very automated; you can easily customize it. Among the simple recommendations for customization, the experts cite the following:
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◆ Add more creatives to the ad group to give the system a choice
◆ Include audience signals
◆ Use the most appropriate bidding strategy for your specific case - if the budget is small and the bids are high, then there will be very few conversions
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Have great conversions in any campaign format!
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New Performance Max features in Google Ads