Google Ads today introduced six new AI features for Performance Max campaigns.
Why we care You’ll want to explore these new PMax features to see if they help you uncover new insights or improve campaign performance and ROI.
Customer value mode. This new PMax beta feature is designed to help PMax advertisers using purchase conversion goals acquire high-value customers.
New customer acquisition goals are now available for Search Ads 360 advertisers.
Customer retention objective. This PMax feature, also in beta, is designed to help you win back lost customers.
Contact your Google Account team for next steps.
Detailed demographics. Age and gender group data are now being rolled out. You can find it in the audience statistics. As Google explained it:
“Detailed demographic data from Audience Insights allows you to understand your untapped demographics so you can create ads that resonate directly with specific age and gender groups.”
Budget rhythm statistics. You’ll be able to see real-time spend tracking, current and forecasted spend, and forecasted conversion performance. Google said:
“At a glance, you can analyze the pace of your campaign to identify potential areas for strategic budget changes, such as shifting the budget from a campaign that’s running low to a campaign that’s about to stick to the budget.”
Account-level IP address exclusions. PMax advertisers can now exclude specific IP addresses (eg your company), reducing budget wasted on unwanted ad interactions.
Extending the final URL. This new PMax feature, in beta, allows you to test whether “replacing the final URL with a more relevant landing page on your website generates stronger results. … If you opt for the final URL expansion experiment , will split your traffic, devoting a portion of your budget to testing this feature while tracking results alongside your original setup.”
According to Google data, advertisers who tested this feature had “an average increase of more than 9% in conversions/conversion value on a cost-per-action (CPA)/return on advertising investment (ROAS) like “. Contact Google Support or your account team if you’d like to join the beta.
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