Google Ads is rolling out significant updates to Performance Max, aiming to give you deeper insights and more efficient tools for optimizing creative assets.
Why we care. The new features, like conversion metrics for individual assets and asset coverage reporting, give a clearer understanding of what’s driving performance and specific recommendations for improving underperforming assets.
What’s new.
- Creative reporting updates: You will soon be able to track conversion metrics for each asset and receive detailed suggestions (e.g., adding new headlines or images) to enhance performance.
- Streamlined performance insights: Google is integrating insights, explanations and recommendations into a single dashboard, eliminating the need to dig through multiple reports to understand campaign fluctuations.
- Target pacing insights: Advertisers can now track whether campaigns are meeting CPA and ROAS targets and pinpoint the factors behind underperformance, from market changes to budget constraints.
- Impression share reporting: This new addition to Performance Max allows advertisers to see how their text and Shopping ads are performing in search results, offering a clearer view of the competitive landscape.
What’s next? Asset reporting will be available before the end of this month. The other updates should be available to you now.
Bottom line. Google’s latest updates empower advertisers to fine-tune their campaigns with greater precision, ultimately driving better performance and maximizing ad potential in competitive markets.
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About the author
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career started with
delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.
Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live and host of weekly podcast PPCChat Roundup.
She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.