Discover the Latest in Performance Max Campaigns to Boost Your Business

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In the ever-evolving landscape of digital marketing, staying ahead of the curve is essential for business owners who aim to make the most out of their campaigns. With Google Ads' latest updates to Performance Max campaigns, businesses have an array of new tools and features that can significantly enhance their advertising efforts. At Bobo Digital, an Adelaide-based digital marketing agency, we're committed to helping businesses leverage these advancements. Read on to discover the innovative changes to Performance Max campaigns and how they can benefit your business.

Optimise Your Results from Search Inventory in Performance Max

Performance Max campaigns have always been a versatile tool, offering brands across various industries a way to reach potential customers through multiple Google channels. One of the latest enhancements that can help you optimise your search inventory involves the introduction of **account-level negative keywords**.

Account-Level Negative Keywords

Negative keywords play a crucial role in refining your reach and ensuring that your ads are shown to the right audience. By adding negative keywords at the account level, you can maintain brand suitability and exclude traffic that does not align with your business objectives. This feature ensures that keywords unsuitable for your brand are uniformly excluded across all your campaigns. This exclusion is particularly beneficial for search and shopping inventory, although it doesn't apply to Discovery campaigns. By using account-level negative keywords, you can:

1. Enhance Efficiency: Streamline the exclusion process by applying negative keywords to all relevant campaigns simultaneously.
2. Maintain Brand Integrity: Protect your brand from appearing alongside irrelevant or inappropriate content.
3. Optimise Spend: Direct your budget towards more fruitful searches, ensuring every dollar spent contributes to meaningful engagements.

Campaign-Level Brand Exclusions

Another feature soon to be available in Performance Max is campaign-level brand exclusions. Having control over which brands your campaign aligns with can significantly impact your audience's perception and the overall effectiveness of your campaigns.

Campaign-Level Brand Exclusions

With this feature, you can exclude specific brands at the campaign level, including your own if necessary. This measure provides further precision in your ad targeting, particularly in search and shopping traffic within Performance Max campaigns. Each campaign can be tailored to exclude certain brands, fostering an optimal environment for your ads to thrive. The benefits include:

1. Customised Campaigns: Tailor your campaigns to specific brands while excluding others, maintaining greater control over whom your ads target.
2. Brand Safety: Ensure that your ads do not appear next to competitors or brands that do not resonate with your values.
3. Focus on High-Value Targets: Direct your advertising efforts towards more relevant brand associations, enhancing the chances of higher conversions.

Page Feeds for Better URL Management

Performance Max campaigns are set to benefit from a more refined approach to URL management, courtesy of the page feeds feature coming soon.

Page Feeds

Page feeds allow you to upload a list of page URLs, helping you refine your results when using the final URL expansion feature. While page feeds guide Google’s AI to prioritise certain URLs, they don’t restrict matching exclusively to those URLs unless you turn off final URL expansion.

Turning final URL expansion off and utilising page feeds can streamline the process of adding specific URLs to your campaign, ensuring that your target pages are prioritised. This functionality is especially useful for businesses that manage a large inventory of products or services and need precision in their advertising efforts. Here’s how page feeds can benefit your campaigns:

1. Enhanced Targeting: By specifying URLs, you guide where your ads should lead, refining your audience's journey and enhancing the relevance.
2. Scalability: Manage a large number of specific URLs efficiently, ensuring that all relevant pages are included in your campaigns.
3. Flexibility: Decide when to restrict matches to your specified URLs or allow Google's AI to optimise for broader results based on your needs.

Measure Incremental Conversion Uplift with Experiments

Understanding the incremental lift that new campaigns bring to your bottom line is essential for optimal strategy deployment. Google's experiments feature in Performance Max allows you to do just that.

Experiments

Experiments enable you to test different campaign mixes to see how adding a new Performance Max campaign can drive additional conversions or values. You can compare various performance campaigns, such as Standard Shopping campaigns, Display, Video, or Discovery campaigns, against Performance Max campaigns. By doing so, you can assess whether switching to or incorporating Performance Max could yield better results. Key benefits include:

1. Data-Driven Decisions: Use empirical evidence to make informed decisions about your campaign strategies.
2. Optimised Resource Allocation: Discover which campaign types provide the best return on investment, allowing for better resource distribution.
3. Performance Comparison: Evaluate the effectiveness of different campaign types head-to-head, leading to more effective long-term strategies.

Improve Your Video Assets

Video content remains one of the most engaging forms of media in digital marketing. With the video creation tool in Performance Max, creating compelling video assets has never been easier.

Video Creation Tool

This in-built tool allows you to create high-quality video assets directly within the Performance Max campaign workflow. The ability to preview these videos before uploading them to YouTube ensures they meet your standards and align with your brand’s message. Using the video creation tool, you can:

1. Simplified Creation Process: Develop professional-grade videos in a user-friendly environment.
2. Immediate Preview: Ensure that your videos meet your quality standards before they go live.
3. Enhanced Engagement: Leverage the power of video to captivate your audience and boost conversions.

Understand Your Results with New Reporting and Insights

Being able to measure and understand your campaign performance is key to continuous improvement. Performance Max’s upcoming reporting and insights features, such as asset group reporting and budget pacing insights, make this possible.

Asset Group Reporting

This feature will soon allow you to monitor conversions, conversion value, cost, and various other metrics at the asset group level. Such granularity in reporting ensures that you can pinpoint which assets are driving performance and which may need refinement. Benefits include:

1. Detailed Insights: Gain a deeper understanding of how each asset contributes to your overall campaign performance.
2. Targeted Optimisation: Make data-driven adjustments to maximise the return on individual assets.
3. Comprehensive Overviews: Track the performance of different asset groups cohesively to understand their cumulative impact.

Budget Pacing Insights

Budget pacing insights will help you automatically identify opportunities to optimise your budget and performance. You’ll be able to see how much your campaigns have spent, their projected spend, and your current and forecasted conversion performance. By understanding how your campaign is pacing, you can redistribute your budget to drive more conversions effectively. Benefits include:

1. Proactive Budget Management: Stay ahead of your campaign’s performance and budget needs.
2. Maximise Conversions: Allocate resources more effectively to parts of the campaign that show the most promise.
3. Strategic Insights: Make informed adjustments to keep your campaigns on track and optimise outcomes.

In conclusion, these updates to Performance Max campaigns provide business owners with powerful tools to enhance their Google advertising strategies. Whether it's through refined targeting with account-level negative keywords or campaign-level brand exclusions.

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Get in touch with Bobo Digital today and let us help you with your performance max campaigns