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Google Ads Performance Max Campaigns

15 phút
Written by
29 Oct 2022

Google carries out new features for Performance Max Campaigns and shares best practices to help marketers boost holiday sales. Please follow this article to get useful information. 

New Features For Google Ads Performance Max Campaigns

Compatibility With Performance Planner

At present, advertisers can easily forecast the results of Performance Max Campaigns with the Google Ads Performance Planner tool.

Previously, performance Planner was available for Search, Shopping, Display, App, and Local Campaigns. It is compatible with Performance Max. 

Google states in an announcement:

“You forecast how the campaign can perform in the future and also simulate what happens when you have to adjust the elements such as campaign budget, ROAs or CPA targets. Estimate how changes to the campaign could affect the key metrics like a conversion value. Performance Planner’s forecasts are modified for all seasonal events so you explore the potential holidays opportunities in the next weeks”.

Asset Group Scheduling

Asset groups in the Performance Max have automated rules. This helps you to schedule and make a plan for your campaign to use asset groups when needed.

With many automated rules, you can easily set ads to run at different specific times of the day. Moreover, you can also arrange asset groups, such as preparing a set of holiday-themed assets for a special sale.

Google Ads Performance Max Campaigns
Source: Internet

More Headlines

Adding more headlines enables Google to test more combinations and find the ones that perform best. Google increases the number of test headlines you upload to Performance Max asset groups from 5 to 15. Adding more headlines helps Google to test combinations and find the best performance.

Explanations For Online Sales Campaigns

Google adds new explanations specific to the Performance Max campaigns for online sales with various product feeds.

When carrying out the campaign for the online sale, you see some explanations that can offer an analysis of the product status or top sellers.

With the data, retailers also understand clearly which products have the most significant sales during holiday shopping.

First-Party Audience Insights

Advertisers add data sections as the audience signals in the Performance Max campaigns, which can help Google find customers who are able to convert. 

Data sections will be added to the audience insights on the Insights page in the next few weeks. This helps to learn from the data you collected firsthand and see the best customer lists. 

Performance Max Campaigns
Source: Internet

Google shares myriads of best practices for advertisers using the Performance Max in the holiday shopping season:

  • Adjust campaign budgets, ROAs, and CPA targets leading up to peak holiday time. This can help to maximize visibility when the customers are effectively shopping.
  • Consider using seasonality adjustments when carrying out a sale that will dramatically change conversion portions for longer than a week. 
  • To promote the sales of specific products, create different campaigns with their own targets or budgets. 


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