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(Google Ads Updates) New Performance Max Insights and Controls

(Google Ads Updates) New Performance Max Insights and Controls
(Google Ads Updates) New Performance Max Insights and Controls

Google Ads has introduced a range of new features for Performance Max campaigns, and everyone’s losing it in the best way possible! It’s like the universe handed out free espresso shots and backstage passes to life, and now no one can sit still! These updates are designed to provide advertisers with greater transparency and control, which is particularly valuable for businesses in South Africa aiming to maximise the return on their marketing investments.

Key takeaways:
  • Google is enhancing creative asset reporting for Performance Max campaigns
  • More insights and customisation options are being introduced to make Performance Max reports more comprehensive.
  • Advertisers are gaining greater control, including the ability to use negative keywords for more precise targeting.

Key Updates for Performance Max Campaigns

(Google Ads Updates) New Performance Max Insights and Controls

1. Creative Asset Reporting Enhancements

Let’s dive into it! One of the most notable updates is the enhanced creative asset reporting. With new metrics at the asset level, South African businesses using Performance Max campaigns can now gain insights into how individual elements, such as images, videos, and copy, are driving conversions. For instance, a Johannesburg-based company targeting areas like Centurion or Randburg can quickly identify which creative assets resonate better with their audience, allowing them to optimise their digital marketing strategies.

Google will also be introducing an “asset coverage” report next month. This tool will identify underperforming asset groups, providing recommendations to improve campaign performance by adding additional headlines or visuals.

2. Streamlined Performance Analysis

Google is improving its Performance Max “insights” reports to streamline campaign analysis. Instead of switching between multiple reports, users can now view explanations, recommendations, and analysis in a single dashboard. This will save time and enable advertisers to make quick, data-driven adjustments to their campaigns, whether they are targeting Sandton or other areas in South Africa.

New “target pacing” insights will help advertisers ensure their campaigns are on track to meet CPA (Cost Per Acquisition) or ROAS (Return on Ad Spend) goals. This tool will flag any factors that could affect performance, allowing businesses to take action before any issues arise.

3. Impression Share Metrics

For the first time, Google is rolling out impression share metrics for Performance Max campaigns running on Search inventory! This will allow South African advertisers to see their visibility across both text ads and free product listings, offering a more comprehensive view of how their campaigns are performing in the highly competitive digital landscape.

4. More Advertiser Controls

(Google Ads Updates) New Performance Max Insights and Controls
Responding to feedback from advertisers, Google has introduced new controls, including the ability to add campaign-level negative keywords for Search campaigns. This feature will be available in beta by the end of 2024 and will be a game-changer for advertisers looking to refine their targeting strategies.

Control over brand-specific assets like fonts, colours, and logos will move from beta to general availability, allowing South African brands to maintain consistency across all their ads.

How These Updates Benefit South African Businesses Marketing Campaigns 

With the introduction of these new features, South African businesses will now be better equipped to manage their Performance Max campaigns, from improving ad relevance to enhancing brand presentation. When combined with creative asset reporting, the new insights tools offer a clear path to improving ROI and growing their online presence.

For businesses operating in areas like Midrand, Centurion, and Sandton, these updates will help perfect campaigns for their local audiences, driving more efficient ad spend and increasing conversions & sales.

Stay Ahead with RCM Digital Solutions

At RCM Digital Solutions, we specialise in optimising Google Ads campaigns to meet your business needs. With these new Performance Max features, South African companies now have a powerful set of tools to enhance performance, and we’re here to help you make the most of them.

Citations:
  1. Google Ads AI Features Update, September 2024
  2. Google Ads Rolls Out New Performance Max Insights and Controls – Search Engine Journal
  3. Google Ads Support – Performance Max Campaign Updates
  4. RCM Digital Solutions
Picture of Justin Scholten

Justin Scholten

Search Engine Optimization Specialist at Right Click Media South Africa