Google Brings Optimization Score to Performance Max Campaigns

Google is rolling out six new features for Performance Max campaigns, including the long-awaited Optimization Score.

Advertisers now have a quick and easy way to identify areas for improvement before a Performance Max campaign goes live.

Additionally, newly added explanations will help answer questions about a campaign’s performance after launch.

Here are all the details on the four new features of Performance Max campaigns.

Google Ads Performance Max campaigns: 6 new features

1. Optimization Score

Find ways to improve your campaign with Google Ads optimization score.

The score ranges from 0-100%, and if your campaign scores less than 100%, you’ll get recommendations to increase the score.

Optimization score is a feature that advertisers rely on when creating other types of campaigns in Google Ads. It is now available for Performance Max.

2. Seasonality adjustments

With seasonality adjustments, you can tailor your bid strategy to events where conversion rates are expected to be higher, such as promotions and sales.

Google recommends using seasonality adjustments when you anticipate a significant increase in conversion rate outside of typical seasonal patterns. Smart Bidding already accounts for scheduled seasonal events.

3. Data exclusions

With data exclusions, you can instruct Google’s Smart Auctions to ignore data from dates when your campaign had issues with conversion tracking.

Excluding this data can prevent inaccurate conversion tracking data from affecting your Performance Max bid strategy.

4. Advanced geo-targeting controls

Get more precise targeting using new advanced location options.

Under “Location options” in your campaign settings, you’ll find targeting options based on physical “presence” or “presence or interest”.

5. Explanations

Explanations for Performance Max campaigns will help you understand why you’re seeing an unexpected change in performance.

Google Ads will provide recommendations to fix your performance, saving you time by fixing issues right away.

6. Diagnostic Insights

During the initial setup of a Performance Max campaign, you can use diagnostic information to identify any issues with ad policy, billing, budget, and more.

If any issues are found, Google will provide recommendations to fix them.

Source: Google Ads Help
Featured Image: iQoncept/Shutterstock

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