Performance Max gives you the full power of Google's channels and AI, all in one campaign to maximize performance. This year we’ve continued to launch new improvements across key areas like controls, goals, reporting, and creatives. We’re building on this momentum, and introducing even more new features to help you get the most out of your Performance Max campaigns.
- New customer lifecycle goals and reporting
- Retention goals are now fully available to help you bid more for lapsed customers.
- Customer acquisition cost reporting can be found in a new column in campaign reporting.
- Image controls
- Landing page images let you automatically source images from your landing pages to improve the variety of images you can use in your ads.
- Image enhancements help create additional versions of your images.
- Improved Search controls to steer AI
- We’ve increased the limit on campaign-level negative keywords from 100 to 10,000.
Reengage lapsed customers and analyze the cost of acquiring new ones
We’ve continued to build on our improvements to customer lifecycle goals to help you use Performance Max to maximize customer lifetime value–from acquiring your highest-value new customers to retaining and increasing value from your existing customers. Last year, we introduced a beta for retention goals, and we’re now launching this goal type to all advertisers. Retention goals let you bid more for lapsed customers. You’ll also be able to specify which customers have higher lifetime value, so Performance Max can prioritize bidding on your most valuable lapsed customers.
We’re committed to continually improving new customer acquisition goals as well. In campaign reporting, you can now add a column that lets you see your new customer acquisition cost when using the new customer acquisition goal for both new customer only mode and new customer value mode.
Get more control over your image assets
Asset variety is key to meeting the needs of different advertising inventory and formats, not to mention meeting the diverse needs of your potential customers and what will matter to them.
To help you maximize your asset variety, we’re adding a control for landing page images. When you opt into landing page images, Performance Max will automatically source images from your landing pages when we find opportunities to increase ad performance. You’ll have visibility into these assets and be able to remove them, or opt out of the feature entirely.
We’re also introducing an option to add image enhancements to your campaign. With this, you can choose whether to let Performance Max automatically create additional versions of your existing images with cropping to unlock additional inventory and performance opportunities. We’ll also be adding more image enhancements in the future, such as uncropping or animating your images, so you’ll have even more ways to grow your asset variety.
Image enhancements will automatically crop your images for you, letting you unlock additional inventory and performance opportunities.
Add more campaign-level negative keywords
In January, we announced campaign-level negative keywords with an initial limit of 100 negative keywords per Performance Max campaign. And, we heard your feedback loud and clear that while negative keywords are helpful, the cap of 100 felt too restrictive. That’s why a few weeks ago, we started to roll out an update where we’ve raised the limit to 10,000 negative keywords per campaign and this is now available in all Performance Max campaigns. Keep in mind that you should monitor how negative keywords impact your reach and performance to make sure you’re not missing out on valuable conversion opportunities.
We can’t wait for you to try out these new features and improvements. Keep the feedback coming!
Posted by Tal Akabas, Director of Product Management and Pallavi Naresh, Group Product Manager, Google Ads
