New Performance Max Features: Unlocking Maximum ROI
Google has introduced some exciting updates to make your advertising efforts even more effective. From optimising your assets to enhancing video ads and campaign management, these features are designed to help you connect better with your audience and simplify your advertising tasks.
1. Optimise Asset Utilisation and Test New Features
This November, retailers will be able to explore new experiments to see how adding images, text, and videos can boost campaign performance beyond just using product feeds. You can also try the Final URL expansion feature. It helps you test if swapping your final URL with a more relevant landing page can get better results. Plus, the updated Imagen 3 model helps create sharper visuals in Google Ads that resonate well with your audience.
2. Enhance and Expand Your Video Ad Reach
Google AI will help you automatically create more versions of your video ads. This expands your reach on YouTube and offers more performance opportunities. With features like video flipping and shortening, you can adapt your ads for different formats while keeping your message clear. You have full control over these enhancements, allowing you to opt-out or remove versions that don’t fit your needs across various campaign types.
3. Streamline Campaign Management with Greater Flexibility
The way Performance Max and Standard Shopping campaigns work together have changed. Now, Ad Rank will decide which campaign serves an ad instead of automatically prioritising Performance Max. This gives you more control and aligns how Performance Max interacts with other campaign types like Demand Gen. These features will provide you with the tools needed to enhance your advertising efforts, optimise engagement, and achieve even greater results.
Sitelinks Search Box Bidding Farewell
The sitelinks search box will be removed from Google Search as of November 2024. Though it won’t affect rankings or other sitelinks, simplifying your search results page could be a significant change. There’s no need to alter your structured data, as unsupported formats won’t cause search issues.
Benchmarking
Google is introducing a powerful new feature in Google Analytics that can help you enhance your business strategy: Benchmarks. These reference metrics allow you to compare your performance against other businesses in your industry, highlighting both strengths and areas for improvement. With access to benchmark data, you can make informed decisions to boost your results.
Another nice feature from this is that you can also change your peer group to compare your data against different categories.
These benchmarking metrics, updated daily, provide a reliable way to measure your business’s performance against high-quality industry standards, empowering you to thrive in your competitive landscape.
Upgrading your call ads to responsive search ads
Google has announced an upgrade for call ads, transitioning them into responsive search ads. This change brings new features and streamlines the asset creation and management process. As part of this upgrade, you’ll need to add essential assets like a landing page and business name at the campaign or account level. After a specified period, all new call ads will require a landing page, and it will no longer be possible to create call ads without one. Existing call ads without a final URL won’t be migrated automatically.
Meta
Opportunity Score in Meta Ads Manager
Meta Ads Manager introduces an opportunity score, helping you assess campaign optimisation on a 0-100 point scale.It uses recommendations to improve performance, adjusting scores as you implement changes. While the score itself is not indicative of actual performance, it highlights potential improvements for future success. Consider using this tool to enhance campaign strategies. This feature is not yet available for all accounts, and is in development.
TikTok
GMV MAX for TikTok Shop
TikTok Ads Manager now includes GMV MAX, enhancing advertising strategies for TikTok Shop. This feature automates ad creative selection and optimises budgets to maximise return on investment. The GMV MAX campaigns, available in two formats:
- Product GMV Max: Automatically select the products, creative assets, and placement options that are most likely to encourage customers to purchase your products.
- Live GMV Max: Optimise your live event traffic to maximise gross revenue. LIVE GMV Max is unavailable in the US.
GMV Max aims to streamline product promotion, encouraging higher engagement and sales.
Lead Generation Boosting for LinkedIn Posts
LinkedIn has introduced a new Lead Generation objective for boosting posts, allowing you to capture high-quality leads directly from your content. With over 2 billion monthly interactions on company pages, this feature enables you to extend your reach beyond your existing followers and generate leads using LinkedIn’s first-party data.
