Google announced two voluntary updates to peak performance for Dynamic Search (DSA) and Google Display (GDA) advertisers.
The AI-based platform optimizes performance across channels by allowing users to personalize their inputs, making it more responsive to individual business needs.
Advertisers have seen an average 15% to 20% increase in conversions after upgrading to a unified campaign strategy.
AI technology without keywords
One of the recent improvements to Performance Max prevents your campaign from serving ads to traffic related to certain brands. This would offer more control over the search results.
Advertisers can now specify landing page URLs or exclude certain URLs at the campaign level, offering greater customization through brand configuration.
Fang Fang, Global Head of Online Marketing, explains how Shopee benefited from Performance Max upgrade and keywordless AI technology.
“At Shopee, we’re always looking for new ways to improve our platform and services to better serve users. Upgrading to Performance Max has given us access to the latest keyword-free AI technology for better search results, resulting in an 11% increase in conversions with a 5% lower CPA. This allows us to run effective campaigns that connect users with our sellers, improving their overall shopping experience.”
Ads with inventory knowledge
An interesting update feature includes inventory-based ad serving, which ensures that out-of-stock pages are not served with search ads.
This is done automatically, with no additional work required by the advertiser.
Automated assets to match customer intent
Performance Max also customizes your entire search ad to better match consumer intent using automatically created resources.
These automatic assets will soon appear in the asset reporting table, giving users more control over them.
Leonardo Martins, Santander’s marketing superintendent, found that creating assets with artificial intelligence could generate impressive growth.
“We upgraded our display campaigns to Max Performance and achieved unprecedented growth, with a 47% increase in conversions while maintaining a healthy CPA. This was due to Performance Max’s ability to reach a wider audience with more relevant ads, as well as its use of Google AI to optimize our campaigns in real-time across channels.”
Easier audience strategies
Performance Max also simplifies the implementation of audience strategies through goals built directly into the campaign, such as new customer acquisition.
Google plans to add re-incorporation goals to Performance Max later this year to help retain existing customers.
Instead of manually managing complex user lists and exclusions, Google will automatically distinguish between new and existing customers.
Improve search and display results with maximum performance
Although voluntary, the auto-update process is highly recommended to get started with Performance Max DSA i GDA campaigns
While DSA and GDA campaigns will be fully available to advertisers, those who upgrade could see better results at peak performance.
Advertisers who choose to upgrade can use Best Practices provided by Google to ensure new top performing campaigns are set up for success.
The integration of keyword-free AI technology, AI-based resources and auto-update tools should enable advertisers to increase conversions and conversion value in ad campaigns. Thus ensuring a better ROAS.
Featured Image: BigTunaOnline/Shutterstock
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