<\/p>\n
Google announced two voluntary updates to peak performance for Dynamic Search (DSA) and Google Display (GDA) advertisers.<\/p>\n
The AI-based platform optimizes performance across channels by allowing users to personalize their inputs, making it more responsive to individual business needs.<\/p>\n
Advertisers have seen an average 15% to 20% increase in conversions after upgrading to a unified campaign strategy.<\/a><\/p>\n 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.<\/p>\n Advertisers can now specify landing page URLs or exclude certain URLs at the campaign level, offering greater customization through brand configuration<\/a>.<\/p>\n Fang Fang, Global Head of Online Marketing, explains how Shopee benefited from Performance Max upgrade and keywordless AI technology.<\/p>\n “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.”<\/p>\n An interesting update feature includes inventory-based ad serving, which ensures that out-of-stock pages are not served with search ads.<\/p>\n This is done automatically, with no additional work required by the advertiser.<\/p>\n Performance Max also customizes your entire search ad to better match consumer intent using automatically created resources.<\/p>\n These automatic assets will soon appear in the asset reporting table, giving users more control over them.<\/p>\n Leonardo Martins, Santander’s marketing superintendent, found that creating assets with artificial intelligence could generate impressive growth.<\/p>\n “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.”<\/p>\n Performance Max also simplifies the implementation of audience strategies through goals built directly into the campaign, such as new customer acquisition.<\/p>\n Google plans to add re-incorporation goals<\/a> to Performance Max later this year to help retain existing customers.<\/p>\n Instead of manually managing complex user lists and exclusions, Google will automatically distinguish between new and existing customers.<\/p>\n Although voluntary, the auto-update process is highly recommended to get started with Performance Max DSA<\/a> i GDA<\/a> campaigns<\/p>\n While DSA and GDA campaigns will be fully available to advertisers, those who upgrade could see better results at peak performance.<\/p>\n Advertisers who choose to upgrade can use Best Practices<\/a> provided by Google to ensure new top performing campaigns are set up for success.<\/p>\n 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.<\/p>\n Featured Image: BigTunaOnline\/Shutterstock<\/p>\nAI technology without keywords<\/h2>\n
Ads with inventory knowledge<\/h2>\n
Automated assets to match customer intent<\/h2>\n
Easier audience strategies<\/h2>\n
Improve search and display results with maximum performance<\/h2>\n