For marketers or brands closely following online marketing news, you may already know that Google, the world’s leading search engine company, has announced the launch of “Performance Max,” a new tool designed to enhance advertising efficiency by using machine learning to find target audiences and create ads automatically, distributing them across all platforms with a single click. In this latest update, Google has announced three new features on Performance Max. Let’s take a look at what they offer to marketers or brands.
What are the 3 New Features of Performance Max?
Google has revealed that there will be 3 new features launching in the coming weeks, including:
Let’s take a closer look at each feature.
1. Customer Acquisition Goal Feature
This first feature helps increase the opportunity to acquire new customers through Google Ads campaigns effectively. It offers users the following options:
- Bid Higher for New Customers than for Existing Customers This involves bidding higher for new customer groups, increasing the value of the first conversion for new customers.
- Only Bid for New Customers This option optimizes campaign performance by bidding only on new customer groups.
2. Customer Interest Insights Feature
This second feature helps marketers using the Performance Max tool check more in-depth user data. This feature will certainly help marketers find various insights, such as checking campaign conversion data or audience insights that indicate how well content or images align with the audience. It can also detect configuration errors that result in ad display errors.
3. Prepare to Upgrade with One-Click Upgrade Tool
As you know, Google plans to transition users to the Performance Max tool instead of Smart Shopping and Local Campaigns. For users who haven’t yet run campaigns on Performance Max, don’t worry, as Google released the One-Click Upgrade Tool in April. It will be available for use starting in June, upgrading existing campaigns to work on the Performance Max tool. However, between July and September, Google’s system will automatically upgrade existing campaigns on Smart Shopping and Local Campaigns to Performance Max.
This tool is especially suitable for novice marketers, thanks to its automated system that can be used for free and has simple settings. This allows novice marketers to easily create ads from Performance Max by simply uploading text, images, and videos, then selecting their target audience and desired goals, and waiting for Google’s algorithm to process all the data. Then, they can easily create ads and distribute them to other platforms.
Get Consultation for Digital Marketing at Relevant Audience
Relevant Audience is a company providing services as a Digital Performance Marketing Agency, with the main goal of providing digital marketing services to businesses to reach target audiences looking for products or services at the right time, place, and device through online channels. Our services cover both Search Marketing, Social Media Ads, Search Ads, and SEO (Search Engine Optimization) to Influencer Marketing and are also part of the Google Partners program.
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