Over the past few months, Google has rolled out several significant enhancements to its Performance Max campaign type that directly impact how we manage and measure our campaigns for premium e-commerce brands. Let's unpack these key developments.
Updates to Customer Lifecycles.
Understanding where our customers are in their buying journey is vital, especially for higher-value products that often involve a more considered purchase. Google has been refining how we can leverage customer lifecycle data within Performance Max. While the specifics are still evolving, the direction points towards a more integrated approach to targeting and messaging based on where users are in their interaction with our brand.
In "new customer only" and "new customer value" modes, we will begin to see dedicated columns in campaign reporting which will display customer acquisition cost allowing further insight into the efficiency of performance max in introducing your brand to brand new customers.
Increased Volume of Negative Keywords at Campaign Level.
One of the earlier limitations of Performance Max was the restricted ability to implement negative keywords. Google has responded by significantly increasing the volume of negative keywords that can now be applied at the campaign level and not just at account level allowing better control between campaigns.
This enhanced control should allow for a more effective filter for generic or low-intent searches that are unlikely to lead to a purchase.
Brand Exclusion of Search Only Within Performance Max.
Maintaining brand integrity is paramount, especially in the premium sector. A significant update is the ability to implement brand exclusions specifically for the Search portion within Performance Max campaigns. This means you can prevent your Performance Max campaigns from bidding on your own brand terms on Google Search, if that aligns with your overall strategy (e.g., if you have dedicated brand campaigns).
This provides greater control over how your brand terms are handled within the broader Performance Max framework, allowing for more nuanced campaign structures and preventing potential internal competition.
Over the past few months, Google has rolled out several significant enhancements to its Performance Max campaign type that directly impact how we manage and measure our campaigns for premium e-commerce brands. Let's unpack these key developments.
Updates to Customer Lifecycles.
Understanding where our customers are in their buying journey is vital, especially for higher-value products that often involve a more considered purchase. Google has been refining how we can leverage customer lifecycle data within Performance Max. While the specifics are still evolving, the direction points towards a more integrated approach to targeting and messaging based on where users are in their interaction with our brand.
In "new customer only" and "new customer value" modes, we will begin to see dedicated columns in campaign reporting which will display customer acquisition cost allowing further insight into the efficiency of performance max in introducing your brand to brand new customers.
Increased Volume of Negative Keywords at Campaign Level.
One of the earlier limitations of Performance Max was the restricted ability to implement negative keywords. Google has responded by significantly increasing the volume of negative keywords that can now be applied at the campaign level and not just at account level allowing better control between campaigns.
This enhanced control should allow for a more effective filter for generic or low-intent searches that are unlikely to lead to a purchase.
Brand Exclusion of Search Only Within Performance Max.
Maintaining brand integrity is paramount, especially in the premium sector. A significant update is the ability to implement brand exclusions specifically for the Search portion within Performance Max campaigns. This means you can prevent your Performance Max campaigns from bidding on your own brand terms on Google Search, if that aligns with your overall strategy (e.g., if you have dedicated brand campaigns).
This provides greater control over how your brand terms are handled within the broader Performance Max framework, allowing for more nuanced campaign structures and preventing potential internal competition.
