Google Ads has recently introduced six new AI features for Performance Max campaigns, aiming to enhance campaign performance and ROI. These new features offer valuable insights and tools for advertisers to optimize their campaigns and target specific customer segments.
One of the new features, Customer Value mode, is currently in beta and aims to assist advertisers who use purchase conversion goals to acquire high-value customers. This feature will help advertisers identify and target customers who are likely to generate significant value for their business.
Additionally, Google has introduced new customer acquisition goals for Search Ads 360 advertisers, allowing them to expand their reach and acquire new customers more effectively. This feature provides advertisers with new opportunities to grow their customer base and increase their overall campaign performance.
For advertisers looking to win back lost customers, Google has introduced the Customer Retention goal feature. This beta feature is designed to help advertisers re-engage with customers who have previously engaged with their ads but did not convert. By targeting these lost customers, advertisers can improve their chances of converting them into valuable customers.
Detailed demographics is another feature that Google has rolled out, providing advertisers with data on age and gender groups. This feature allows advertisers to gain a deeper understanding of their target audience and tailor their ads to resonate with specific age and gender groups. By crafting personalized ads, advertisers can increase the effectiveness of their campaigns and drive better results.
Budget pacing insights is a feature that offers real-time spend tracking, current and projected spend, and forecast conversion performance. With this feature, advertisers can analyze their campaign pacing and identify potential areas for strategic budget shifts. By reallocating budget from underperforming campaigns to those close to becoming budget limited, advertisers can optimize their campaigns and improve overall performance.
Furthermore, Google has introduced account-level IP address exclusions for Performance Max advertisers. This feature allows advertisers to exclude specific IP addresses, such as their own company’s, reducing wasted budget on unwanted ad interactions. By excluding irrelevant IP addresses, advertisers can ensure that their ads are reaching the right audience and maximize their ROI.
Finally, the new Final URL expansion feature allows advertisers to test whether replacing their final URL with a more relevant landing page from their website drives stronger results. By opting into this beta feature, advertisers can split their traffic and dedicate a portion of their budget to test this new approach. According to Google data, advertisers testing this feature saw an average increase of over 9% in conversions/conversion value at a similar Cost Per Action (CPA)/Return on Ad Spend (ROAS).
Overall, these new AI features introduced by Google Ads for Performance Max campaigns offer valuable tools and insights for advertisers to improve their campaign performance and ROI. Whether it’s targeting high-value customers, acquiring new customers, retaining lost customers, understanding detailed demographics, optimizing budget pacing, excluding specific IP addresses, or testing new landing pages, these features provide advertisers with the resources they need to drive better results. Advertisers are encouraged to reach out to their Google account team or support to learn more about these features and join the beta programs.
