The Performance Max campaign (PMax) will soon be available for hotel advertisers as well
PMax will soon also support travel goals. Ads should appear on Google Maps, Search, YouTube Ads, and Hotel Ads. Hotel Ads is a type of campaign that Google is preparing and will be linked to Hotel Center. (Google)
It is currently possible to create 2 types of experiments for PMax
The first experiment is Uplift from Performance Max (testing the increase in performance), which is intended to help measure the rise or added value of using PMax campaigns alongside existing Search, Video, Discovery, and Display campaigns. The Uplift experiment does not yet support campaigns linked to the Merchant Center.
The second type of experiment tests the performance of Shopping campaigns vs. PMax campaigns. The test aims to test the performance of the Shopping campaign vs. the PMax campaign. In this experiment, selecting only one shopping and one PMax campaign is possible. (Google)
Since the beginning of March, GDN targeting has expanded
Previously, GDN targeting worked on the intersection of keywords and placements. From March ca targets for the entire scope of keywords and placements:
How not to lose money unnecessarily with extended targeting?
It is crucial to use smart bidding and have the most accurate measurement of conversions, i.e., use of enhanced conversions, offline tracking conversion, and first-party data. It is also necessary to regularly check the quality of traffic, leads, and conversions. (Post)
Google Tag added a new metric – Tag Coverage
Tag Coverage shows which pages have the Google Tag installed. The metric can be found in Google tag sections and viewed via Google Ads, Google Analytics, or Google Tag Manager.
Google tag screen > “Admin” tab > “Tools” > Tag Coverage
If the Google Tag does not cover all the necessary URLs, there is an “Add URLs” option in the interface. URLs can be added in 2 ways: directly in the interface as separate URLs or by uploading a CSV file. The formatting of the CSV file is as follows: <URL>,<Included status>. Included status can be yes/no. (Google)
A new function in Google Ads will enable the creation of GA4 audiences
The new function will allow direct access to the creation of GA4 audiences directly in the GAds user interface. The goal is to simplify the process of creating audiences. To use the new function, it is necessary to have Google Ads connected to Google Analytics. (SEJ)
From March 31, GA4 and GAds conversion windows will be combined
The GA4 setting will be used exclusively. GA4 allows you to select 30-, 60-, or 90-day conversion windows. After the change, advertisers cannot configure the GAds conversion window and GA4 conversion window separately. The goal is to unify these conversion windows for more accurate reporting.
Google will inform you about this change via e-mail. The change can be bypassed by contacting Google support, where it is necessary to provide the Google Ads manager account Customer ID and Google Analytics Property ID. (SEJ)
Google Merchant Center has added a new metric: Click Potential
Click Potential is based on past traffic metrics and product details provided. Click Potential can display the value: High, Medium, or Low. If no value is present, Google will guess it and display it later.
The metric provides space for feed optimization, a big priority when using PMax campaigns. It is necessary to focus on adding all the attributes in the feed and ensuring that the information about the product is up-to-date. (FeedArmy)
Dynamic Assets are now hidden.
How to find them quickly?
In the Google Ads interface: ads & assets > assets > three dots > account-level automated assets > three dots > advanced settings
Quick news:
- New option when buying Masthead placements (YouTube): Cost-Per-Hour
- YouTube will remove overlay ads from April 6
- Sklik expands its free match when keywords will also respond to similar words and synonyms
- Google published a new design for Google Ads:
