- Google is releasing new upgrades to Performance Max.
- With these upgrades, advertisers can upgrade their Dynamic Search Ads (DSA) and Google display ads (GDA) campaigns with a self-serve tool.
- The following are the details of the upgrades.
Google is releasing new upgrade tools to Performance Max (PMax), an AI-powered campaign type that enables advertisers to access Ads inventory and channels from a single campaign. With these, advertisers can upgrade their Dynamic Search Ads (DSA) and Google display ads (GDA) campaigns to Performance Max.
Opting into Performance Max is optional. According to Google, advertisers upgrading DSA campaigns to PMax see an average increase of over 15% in conversions. Similarly, advertisers upgrading GDA campaigns to PMax are expected to see an average increase of 20% in conversions. DSA will still be completely available for advertisers who choose not to upgrade.
Advertisers can upgrade to Performance Max using a single self-serve tool that will appear in their accounts. Once upgraded, the Performance Max platform will create a separate campaign for each upgraded one. This is done through a combination of learnings and settings from historical data to maintain consistent performance. The purpose is to reach valuable audiences across channels like Display more effectively. Advertisers will be able to improve campaign performance using audience signals to gain an understanding of the most valuable audiences to engage. Meanwhile, Google AI can be used to expand beyond these and find new audiences.
See more: Google Speeds Up Efforts to Rival Microsoft in AI Search
Advertisers Opting Into Upgrades To Have Several Benefits
Advertisers opting into these upgrades are expected to have access to various capabilities and tools whose aim is to improve user experience and campaign performance. They will have access to new features like inventory-aware ad serving. Moreover, upgrading is expected to help marketers monitor out-of-stock pages to ensure they don’t serve up with Search ads by considering product inventory automatically.
Further, Google AI in PMax will use the campaign’s creative assets to find more converting search queries. This helps advertisers when pages have minimal or sparse content. Performance Max is also expected to customize the complete Search ad to match customer intent better using automatically created assets. The company also intends to release automatically created text assets into the advertisers’ asset reporting table.
Advertisers who want to upgrade campaigns manually can move the budget into an existing Performance Max campaign or create a new PMax campaign. If they plan to move the budget, they should ensure the campaign configurations and settings remain consistent.
Google has laid out the best practices for advertisers to upgrade their campaigns.
Do you plan to upgrade your DSA and GDA campaigns to Performance Max? What benefits do you expect to see? Let us know on LinkedIn, Twitter, or Facebook. We’d love to hear from you!
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