7 newest pMax updates

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7 newest pMax updates

Google is rolling out several exciting updates to its Performance Max campaigns.

Some of these are really going to change the game.

And we thought we would share these new features with you.

Now, let’s get into it…

1. Customer Lifecycle Bidding Goals

Here’s the first update.

pMax campaigns have been only focusing on 1 goal - acquiring new customers.

But now, Google is introducing two new bidding goals: 

• Customer Retention: Bid more to re-engage a lapsed customer.

• High-value Customer: Bid more for users predicted to be high-value customers

Basically, you’ll be able to optimize your bids based on a user's relationship with your business. 

2. A/B Testing Feature

Google also introduced a new A/B testing feature.

Now, you can test the impact of various settings and asset optimizations within a single campaign.

Google is starting with the ability to test the Final URL Expansion feature…

Which resulted in a 9% average increase in conversions.

3. Vehicle Inventory Feeds

This is great news for you if you’re a car brand.

Google now supports vehicle inventory feeds in the US, Canada, and Australia, and it is in closed beta in the UK, Germany, and France. 

This feature lets you promote vehicles and showcase key metrics like make, model, mileage, and price.

4. AI-Powered Creative Optimizations

Google has been making some huge developments in AI-driven creative tools recently. 

And the newest one is Asset Generation.

This tool can automatically create and suggest relevant text, images, and video assets based on your website or product feed.

It can crop and resize videos to fit different ad formats and placements.

And let me tell you…

This will save you a lot of time from manual editing.

5. Brand Safety Controls and Reporting

They’re also pushing out new tools to protect your brand reputation and gain more visibility.

• Video Ads: A new Brand Safety Reporting program ensures ads are shown in safe environments.

• Display Ads: Pixel tracking support is extended to pMax campaigns, allowing third-party vendors to provide detailed placement reports and brand safety insights.

These features will be available in Q2.

6. SPN exclusions and placement report

On top of that, you’ll have more control over ad placements on the Search Partners Network.

You’ll receive full placement reporting on where your ads show - providing greater transparency and control.

7. Performance Insights and Explanations

To give you a clear picture of the factors driving your results, Google is introducing these new insights and explanations:

• Asset Group Reporting: Breaks down performance metrics by asset group.

• Asset Performance Labels: Indicates the relative performance of individual assets.

• Combinations Tab: Highlights top-performing asset combinations.

• Bid Strategy Report: Shows key signals influencing campaign performance, like audiences and search queries.

• Explanations: Help diagnose performance fluctuations and suggest improvements.

With these new updates, I gotta say…

Google has been really listening to the feedback from advertisers and using it to improve their platforms. 

And advertising on Google is just getting easier and better over time.

You’ll have:

• More tools to optimize your results

• More features to adapt your brand’s needs

• More control and transparency to your results

Keep an eye out for these changes when it's available.

Exciting things are happening.

Filippo Caroli

Head Media Buyer and Partner at Echelonn

P.S.

Google also released a ton of updates to its search ads recently.

We discussed every change in depth in our YouTube channel.

Click here to watch the video.

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