We know it’s difficult to keep track of the near-constant updates from Google, and that’s why we’re here to help! The FarFetched Studios team is on top of any and all new features that come along, ready to share them with you and implement them in your marketing strategy if they are a good fit. Recently, Google announced a few new feature updates to its Performance Max Campaigns, and we’ve compiled them all here to keep you in-the-know.
New Brand Exclusion Ability:
Google now allows for brand exclusions on the campaign-level, which can add a great deal of Leverage to your Performance Max Campaigns. Advertisers will now be able to exclude their own brand terms, as well as a list of terms from other brands. This feature is expected to block traffic from misspellings and searches made in another language. It would even prevent the campaign from serving to branded searches that advertisers wish to avoid in Search and Shopping inventory.
New Page Feeds:
Google also will begin to offer Page Feeds to Performance Max Campaigns. By allowing advertisers to divert traffic to a specific URL, page feeds will help to refine results from Search Inventory. Advertisers will also be able to group URLs with labels in order to keep them organized and easier to use in their campaigns.
Hassle-Free Video Creation:
The asset library used to be the only place within Google where advertisers could create and edit their videos, but that will soon change. Now anyone can create a very high-quality and appealing video ad in a few minutes. Advertisers will have access to these same video creation tools within their Performance Max campaign. This should streamline the campaign and make the process much smoother in the long run. There are also general text-to-voice speech options for 7 languages, providing a user-friendly means of reaching out to a global audience.
Reporting & Insights With Greater Depth:
Google is now introducing new reporting and insights that allow for a greater precision and control. There will soon be the option to see conversion value, cost, and conversions along with various other metrics directly at the asset group level. Budget pacing insights will also be available to reveal opportunities for better campaign performance. You’ll be able to see how you measure up against your competition, and decide whether or not you need to re-allocate your budget in order to get more conversions.
We know that after managing everything else surrounding your business, you probably don’t have time to worry about incorporating these new features into your marketing strategy. That’s where we come in! Our team is focused (and has the expertise!) to not only build your strategy, but keep it fresh and relevant along with any updates that come along. Contact us today!