Google recently rolled out some significant enhancements to their Performance Max campaigns, and trust me, if you’re an advertiser, you’ll want to pay attention!
So, what’s buzzin’?
Google is focusing heavily on customer lifecycle management and creative asset optimisation. This means advertisers now have more control over targeting and engaging customers throughout their journey.
1. Retention Goals: Advertisers can set specific goals to re-engage lapsed customers. This new feature allows for strategic bidding, enabling you to win back former high-value customers by adjusting ad visibility based on their history. Smart, right?
2. New Customer Acquisition Reporting: In the “new customer only” and “new customer value” modes, Google now provides dedicated columns in campaign reports showing customer acquisition costs. This transparency helps advertisers refine their strategies by assessing their acquisition tactics’ efficiency.
3. Enhanced Image Controls: Google has also introduced features like automatic image extraction from landing pages. This means you can diversify your ad creatives without the hassle of manually uploading assets, keeping everything consistent. Plus, there’s smart cropping to generate multiple versions of existing images, enhancing your reach across different ad inventories.
Looking ahead, Google plans even more image enhancement features, including options for uncropping and animations. These are exciting times for creative advertisers!
