Google Ads has introduced a new feature called “Recently Used” Call To Action (CTA) on Performance Max (PMax) cards. This label appears when setting up a new Google Ads campaign and is exclusive to PMax campaign types. This move by Google suggests that the search engine is subtly promoting PMax over other campaign types, raising questions about the increasing push for automation in digital advertising.
Senior Performance Marketing Manager and Google Ads expert Thomas Eccel was the first to spot the new CTA and shared a preview on X. He expressed his amusement at the presence of the “Recently Used” CTA, highlighting its prominence compared to other campaign types. Digital Marketing Consultant MD Alamin Munsi also commented on Eccel’s post, stating that the PMax box already stands out and that Google Ads is further pushing it with this new CTA.
In response to these observations, a Google spokesperson told Search Engine Land that the “Recently Used” CTA is an experiment aimed at simplifying and guiding advertisers through the campaign selection process. This statement suggests that Google is actively working towards making automation more accessible and user-friendly for advertisers.
The introduction of this new feature raises concerns among marketers who believe that Google is using automation to gain more control over advertising. Despite Google’s explanation that the “Recently Used” CTA is an experiment to streamline the campaign setup process, many still view it as a subtle promotion of PMax campaigns over others.
The debate surrounding automation in digital advertising continues to grow, with advertisers expressing their concerns about losing control and the potential impact on campaign performance. It remains to be seen how Google’s experimentation with features like the “Recently Used” CTA will shape the future of online advertising.
In conclusion, Google Ads’ introduction of the “Recently Used” Call To Action on Performance Max cards has sparked discussions about the push for automation in digital advertising. While Google claims that this feature is an experiment to simplify the campaign setup process, marketers are questioning whether it is a subtle promotion of PMax campaigns over others. The ongoing debate highlights the importance of balancing automation with advertiser control and performance optimization in the ever-evolving landscape of online advertising.
