{"id":6583,"date":"2022-10-26T18:52:07","date_gmt":"2022-10-26T18:52:07","guid":{"rendered":"https:\/\/craighordlow.com\/index.php\/2022\/10\/26\/3-new-google-performance-max-features-to-plan-campaigns-customize-assets-and-measure-results\/"},"modified":"2022-10-26T18:52:07","modified_gmt":"2022-10-26T18:52:07","slug":"3-new-google-performance-max-features-to-plan-campaigns-customize-assets-and-measure-results","status":"publish","type":"post","link":"https:\/\/craighordlow.com\/index.php\/2022\/10\/26\/3-new-google-performance-max-features-to-plan-campaigns-customize-assets-and-measure-results\/","title":{"rendered":"3 new Google Performance Max features to plan campaigns, customize assets, and measure results"},"content":{"rendered":"<p>Google is anticipating a busy holiday season this year. In preparation, they have just announced three new Performance Max features to help advertisers plan effective campaigns, customize their asset strategy, and evaluate your results. <\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/10\/26\/3-new-google-performance-max-features-to-plan-campaigns-customize-assets-and-measure-results\/#The_Performance_Planner\" >The Performance Planner<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/10\/26\/3-new-google-performance-max-features-to-plan-campaigns-customize-assets-and-measure-results\/#Customizing_your_asset_strategy\" >Customizing your asset strategy<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/10\/26\/3-new-google-performance-max-features-to-plan-campaigns-customize-assets-and-measure-results\/#Evaluating_results\" >Evaluating results<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"The_Performance_Planner\"><\/span>The Performance Planner<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Advertisers can use the new <a href=\"https:\/\/support.google.com\/google-ads\/answer\/9230124\" target=\"_blank\" rel=\"noopener noreferrer\">Performance Planner<\/a> to create campaign plans and understand how to invest their budgets while maximizing ROI. The new planner is being launched now and will be available to all advertisers in the coming weeks. <\/p>\n<p><strong>Planner features.<\/strong> With the Performance Planner, advertisers can forecast how their campaigns may perform in the future, as well as what can happen when certain elements like bidding strategies are implemented. <\/p>\n<h2><span class=\"ez-toc-section\" id=\"Customizing_your_asset_strategy\"><\/span>Customizing your asset strategy<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><strong>Asset group scheduling. <\/strong>Asset group scheduling rolled out earlier this month. Now, you can add <a href=\"https:\/\/support.google.com\/google-ads\/answer\/2472779\" target=\"_blank\" rel=\"noopener noreferrer\">automated rules<\/a> which allow you to schedule asset groups so they can be paused and enabled as needed. With scheduling, you can run ads at specific times of the day, or create and run different asset groups ahead of time. <\/p>\n<p><strong>More headlines to get your message across. <\/strong>The number of headlines you can upload to your Performance Max asset groups will increase from 5 to 15. Google says that by adding more headlines \u201cyou can take advantage of machine learning\u2019s ability to create and test even more combinations to find the best-performing variations.\u201d\u00a0<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Evaluating_results\"><\/span>Evaluating results<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><strong>Performance explanations. <\/strong><a href=\"https:\/\/support.google.com\/google-ads\/answer\/9000655\" target=\"_blank\" rel=\"noopener noreferrer\">Explanations<\/a> help you identify what\u2019s driving performance fluctuations, diagnose issues, and view recommendations. You can see these in the explanations panels and they are available for all Performance max campaigns. <\/p>\n<p><strong>First-party audience insights. <\/strong>A cookieless future is imminent, but it doesn\u2019t have to mean the end of accurate targeting.  Now, you can add your data segments as audience signals in your Performance max campaigns. In the coming weeks, your data segments will be added to\u00a0<a href=\"https:\/\/support.google.com\/google-ads\/answer\/11372871\" target=\"_blank\" rel=\"noopener noreferrer\">audience insights<\/a>\u00a0in the\u00a0<a href=\"https:\/\/support.google.com\/google-ads\/answer\/10256472\" target=\"_blank\" rel=\"noopener noreferrer\">Insights page<\/a>. These insights may help you understand the value of your first-party data and see which of your customer lists may be converting best.\u00a0<\/p>\n<p><strong>Dig deeper. <\/strong>You can read the announcement from Google <a href=\"https:\/\/support.google.com\/google-ads\/answer\/12926236\" target=\"_blank\" rel=\"noopener noreferrer\">here<\/a>. <\/p>\n<p><strong>Best practices. <\/strong>Google suggests the following best practices as you plan your holiday campaigns:<\/p>\n<p>A few days leading up to peak holiday periods, make sure to adjust your Performance Max campaign budgets and ROAS or CPA targets to maximize your visibility when consumers are shopping.\u00a0Consider using\u00a0<a href=\"https:\/\/support.google.com\/google-ads\/answer\/10369906\" target=\"_blank\" rel=\"noopener noreferrer\">seasonality adjustments<\/a>\u00a0if you have a promotion, sale, or event where you expect to see drastic changes in conversion rates or values over a short period of time. You should only use seasonality adjustments for brief, infrequent events where you expect a temporary, but significant\u00a0change (e.g. greater than 30%) that will last\u00a0less than 7 days.\u00a0If you want to prioritize certain products this holiday season, you can create a separate Performance Max campaign with its own target\u00a0and budget\u00a0to promote these products. However, if you just want to highlight new holiday creative assets, you can create a new asset group for these in your existing Performance Max campaigns and pause your evergreen asset groups, if needed.\u00a0<\/p>\n<p><strong>Why we care. <\/strong>The new features may help Performance Max advertisers optimize, measure, and take advantage of additional asset features. If you\u2019re using Performance max, you should test and utilize these new features as soon as possible, ahead of the holiday season, to drive the most benefit. <\/p>\n<p>Regarding Google\u2019s best practices, I\u2019m skeptical of their advice to wait \u201cA few days leading up to peak holiday periods\u201d to make such drastic changes. Come on, Google. <\/p>\n<p>The post <a href=\"https:\/\/searchengineland.com\/3-new-google-performance-max-features-to-plan-campaigns-customize-assets-and-measure-results-389094\" target=\"_blank\" rel=\"noopener\">3 new Google Performance Max features to plan campaigns, customize assets, and measure results<\/a> appeared first on <a href=\"https:\/\/searchengineland.com\/\" target=\"_blank\" rel=\"noopener\">Search Engine Land<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"<p>Google is anticipating a busy holiday season this year. In preparation, they have just announced three new Performance Max features to help advertisers plan effective campaigns, customize their asset strategy, and evaluate your results. The Performance Planner Advertisers can use the new Performance Planner to create campaign plans and understand how to invest their budgets while maximizing ROI. The new planner is being launched now and will be available to all advertisers in the coming weeks. Planner features. With the Performance Planner, advertisers can forecast how [&hellip;]<\/p>\n","protected":false},"author":0,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"h5ap_radio_sources":[],"cybocfi_hide_featured_image":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-6583","post","type-post","status-publish","format-standard","hentry","category-best-seo-blogs"],"featured_image_src":null,"featured_image_src_square":null,"author_info":{"display_name":false,"author_link":"https:\/\/craighordlow.com\/author\/"},"_links":{"self":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/6583","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"replies":[{"embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/comments?post=6583"}],"version-history":[{"count":0,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/6583\/revisions"}],"wp:attachment":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/media?parent=6583"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/categories?post=6583"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/tags?post=6583"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}