{"id":641140,"date":"2024-10-09T16:00:00","date_gmt":"2024-10-09T13:00:00","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/what-googles-new-performance-max-controls-mean-for-advertisers\/"},"modified":"2024-10-09T16:00:00","modified_gmt":"2024-10-09T13:00:00","slug":"what-googles-new-performance-max-controls-mean-for-advertisers","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/what-googles-new-performance-max-controls-mean-for-advertisers\/","title":{"rendered":"#What Google\u2019s new Performance Max controls mean for advertisers"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_84 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a2781ee2558a\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a2781ee2558a\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/what-googles-new-performance-max-controls-mean-for-advertisers\/#New_features_like_negative_keywords_and_improved_reports_help_refine_campaigns_offering_more_control_for_advertisers\" >New features like negative keywords and improved reports help refine campaigns, offering more control for advertisers.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/what-googles-new-performance-max-controls-mean-for-advertisers\/#The_changes_Whats_coming_to_Performance_Max\" >The changes: What\u2019s coming to Performance Max<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/what-googles-new-performance-max-controls-mean-for-advertisers\/#The_story_so_far_Performance_Max_is_not_for_everyone\" >The story so far: Performance Max is not for everyone<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/what-googles-new-performance-max-controls-mean-for-advertisers\/#The_next_chapter_Campaign-level_negative_keywords_make_Performance_Max_more_viable\" >The next chapter: Campaign-level negative keywords make Performance Max more viable<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/buradabiliyorum.com\/en\/what-googles-new-performance-max-controls-mean-for-advertisers\/#Allocate_budget_more_wisely_with_impression_share_reporting\" >Allocate budget more wisely with impression share reporting<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/buradabiliyorum.com\/en\/what-googles-new-performance-max-controls-mean-for-advertisers\/#Conclusion\" >Conclusion<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"New_features_like_negative_keywords_and_improved_reports_help_refine_campaigns_offering_more_control_for_advertisers\"><\/span>New features like negative keywords and improved reports help refine campaigns, offering more control for advertisers.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\nGoogle recently announced new capabilities for Performance Max, with campaign-level negative keywords taking center stage.<\/p>\n<p>PPC marketers have not been shy about their reactions. However, between the polar opposites is a middle ground that not many are considering \u2013 one where a lot of what h<a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">app<\/a>ens comes down to the mindset of the marketers using these tools.<\/p>\n<p>I\u2019m grateful that Google is listening and giving us these controls. In this article, I will explore the scenarios where I think they make sense. <\/p>\n<p>Fundamentally, Performance Max is not about keywords but about understanding the traffic it brings and how it does that.<\/p>\n<p>Keep that in mind as we dive into what might change because of Google\u2019s latest <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/news\/\" data-internallinksmanager029f6b8e52c=\"2\" title=\"News\" target=\"_blank\" rel=\"noopener\">news<\/a>.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-the-changes-what-s-coming-to-performance-max\"><span class=\"ez-toc-section\" id=\"The_changes_Whats_coming_to_Performance_Max\"><\/span>The changes: What\u2019s coming to Performance Max<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Google\u2019s announcements spanned multiple ad and ad-related technologies.\u00a0<\/p>\n<p>Still, the ones specific to Performance Max stood out for one reason: They reverse Google\u2019s recent trend of taking control and visibility away from advertisers.<\/p>\n<p>These include:<\/p>\n<ul class=\"wp-block-list\">\n<li>Campaign-level negative keywords (self-serve beta) by the end of the year.<\/li>\n<li>Impression share reports for Search and Shopping ads.<\/li>\n<li>Asset coverage reports and recommendations for underperforming asset groups.<\/li>\n<li>Target pacing insights for CPA and ROAS goals.<\/li>\n<li>Continued rollout of asset-level conversion metrics.<\/li>\n<\/ul>\n<p>Read the full list of announcements \u2013 including features for Gemini and Demand Gen \u2013 in this thread from Ginny Marvin:<\/p>\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\">\n<div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">We\u2019ve got a whole bunch of announcements at <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/hashtag\/DMEXCO?src=hash&amp;ref_src=twsrc%5Etfw\">#DMEXCO<\/a> today. First up, a highly requested PMax feature. . .<\/p>\n<p>\u2705 A new beta for (self-serve) campaign-level negative keywords will start rolling out by the end of the year. Stay tuned for details. \u2026.<\/p>\n<p>1\/5<\/p>\n<p>\u2014 AdsLiaison (@adsliaison) <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/adsliaison\/status\/1836375539109503193?ref_src=twsrc%5Etfw\">September 18, 2024<\/a><\/p><\/blockquote>\n<p><script data-minify=\"1\" async src=\"https:\/\/searchengineland.com\/wp-content\/cache\/min\/1\/widgets.js?ver=1726268571\" charset=\"utf-8\"><\/script>\n<\/div>\n<\/figure>\n<h2 class=\"wp-block-heading\" id=\"h-the-story-so-far-performance-max-is-not-for-everyone\"><span class=\"ez-toc-section\" id=\"The_story_so_far_Performance_Max_is_not_for_everyone\"><\/span>The story so far: Performance Max is not for everyone<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Until now, an account\u2019s advertising and business needs made a huge difference in whether Performance Max was a viable option.<\/p>\n<p>A common example from ecommerce: Mass retailers with large budgets have different limitations than growing private label brands who were Meta-first.<\/p>\n<p>Some other reasons why an account may not be a good fit for Performance Max:<\/p>\n<ul class=\"wp-block-list\">\n<li>Weak or no audience signals<\/li>\n<li>Absence of offline conversion data<\/li>\n<li>Inexperienced account manager<\/li>\n<li>Lead generation with several lead stages<\/li>\n<\/ul>\n<p>Each contributed to Performance Max \u2013 a largely algorithm-driven campaign that requires strong data inputs \u2013 delivering suboptimal results.<\/p>\n<p>While it still takes some time for these newly announced controls to be available to all advertisers, many of these limitations will be removed once that happens.<\/p>\n<p><!-- START INLINE FORM --><\/p>\n<p><!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\">\n<h2 class=\"wp-block-heading\" id=\"h-the-next-chapter-campaign-level-negative-keywords-make-performance-max-more-viable\"><span class=\"ez-toc-section\" id=\"The_next_chapter_Campaign-level_negative_keywords_make_Performance_Max_more_viable\"><\/span>The next chapter: Campaign-level negative keywords make Performance Max more viable<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>I think it\u2019s wonderful that Google is adding campaign-level negative keywords to Performance Max, but I\u2019d also warn marketers and advertisers not to become too reliant on it.<\/p>\n<p>The idea of Performance Max is not to over-optimize keywords but to provide the right inputs \u2013 product data, audience signals and online and offline conversion tracking \u2013 so that it can directly negate what doesn\u2019t work.<\/p>\n<p>At the same time, these changes are welcome in certain scenarios.<\/p>\n<p>For example, we run many lead-gen search campaigns for a client in a specific subset of the healthcare industry. So far, we\u2019ve avoided Performance Max because it tends to drive traffic that I <strong>know<\/strong> will never turn into customers.<\/p>\n<p>These changes allow me to launch with Performance Max more comfortably in campaigns that tend to be a bit lower on budget or don\u2019t really have strong enough signals or where offline tracking isn\u2019t available.<\/p>\n<p>Now, I can apply all the negative keywords that I know will never work for this industry right out of the gate.<\/p>\n<p>Would Performance Max eventually block a lot of that if I could give it the right conversion tracking and data signals?\u00a0<\/p>\n<p>Probably. But sometimes you\u2019re just not able to source those \u2013 or more commonly, you just want to block it from the get-go instead of wasting money on that learning period.<\/p>\n<p>Think of smaller ecommerce brands with limited budgets in the initial phase, where Performance Max tries to acquire and amass data. These accounts will soon be able to monitor search insights and block something sooner than the system would once it gathered enough data to learn what does and doesn\u2019t work.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-allocate-budget-more-wisely-with-impression-share-reporting\"><span class=\"ez-toc-section\" id=\"Allocate_budget_more_wisely_with_impression_share_reporting\"><\/span>Allocate budget more wisely with impression share reporting<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Another announcement that has my full enthusiasm is impression share reporting, which has never been available in Performance Max. This update will make the campaign far more viable.<\/p>\n<p>At this moment, all you can access is click share, which doesn\u2019t really tell you much beyond the percentage of clicks across all ads. If I\u2019m interested in what percentage of shopping or search ads my accounts show up for, I have no way of knowing.<\/p>\n<p>The more you spend on Performance Max, the wider a net it has to cast. So once Google tells me a Performance Max campaign is spending $X and that I should increase budget by $Y, impression share shows me how much further I can go before capping out.<\/p>\n<p>If you\u2019re currently at 20% impression share with good performance, you can increase the budget and it\u2019s likely to just keep pulling in more high-quality impressions. But if you\u2019re at 80-90% impression share, increasing your budget will likely make it lean more toward traffic that doesn\u2019t convert as well (e.g., display, video, retargeting).<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-conclusion\"><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span>Conclusion<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Whether Google\u2019s next product update further restores advertisers\u2019 control or reduces it once more, complaining will do little to help anyone. I like to look for positives and encourage others to do the same.<\/p>\n<p>For example, the ability to give Gemini up to five reference images for your desired output is a step forward. So are brand guidelines, which means added control over elements like fonts and colors.<\/p>\n<p>Both of these were part of the same announcement, yet I\u2019ve heard very little about how these will improve both output and outcomes.<\/p>\n<p>Let\u2019s all spend a little more time on the creative side of our industry instead of tearing down everything, even when ad platforms try to restore some of the trust that was lost.\n<\/p><\/div>\n<p><\/p>\n<div class=\"about-author\">\n    About the author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3 text-center\">\n<div class=\"avatar\">\n                        <img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" alt=\"Menachem Ani\" width=\"140\" height=\"140\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2022\/07\/Menachem-Ani-338x338.jpg.webp\"><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2022\/07\/Menachem-Ani-338x338.jpg.webp\" alt=\"Menachem Ani\" width=\"140\" height=\"140\">\n                                            <\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<div class=\"name\">\n                            <strong>Menachem Ani<\/strong>\n                        <\/div>\n<div class=\"row g-2 pt-2\">\n<div class=\"col-auto twitter\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/intent\/follow?original_referer=https%3A%2F%2Fsearchengineland.com%2F&amp;region=follow_link&amp;screen_name=MenachemAni&amp;tw_p=followbutton&amp;variant=2.0\" aria-label=\"opens in a new tab\"><i class=\"fab fa-x-twitter\"><\/i><\/a>\n                            <\/div>\n<div class=\"col-auto\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/menachemani\/\" aria-label=\"opens in a new tab\"><i class=\"fab fa-linkedin\"><\/i><\/a>\n                                <\/div>\n<\/p><\/div>\n<div>Menachem Ani is the founder of JXT Group, a US-based agency specializing in multi-channel online advertising. A digital and search marketing veteran, he brings to the table more than 20 years of experience creating high-impact growth strategies for eCommerce and service-based businesses.<\/p>\n<p>His track record of delivering consistently above-average results stems from his forward-thinking mentality. A pro-automation paid <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">media<\/a> specialist, Menachem adapts the fundamentals of marketing to ever-evolving ad platforms. Today, he is one of the leading authorities on modern Google Ads tactics and campaigns, including Performance Max, Demand Gen and offline conversion tracking.<\/p>\n<p>Outside of running his agency, Menachem is also a highly regarded author and speaker. He has shared insights on paid media and growing a digital agency at SMX, BrightonSEO, Search Engine Land, Search Engine Journal, Foxwell Founders, and several other publications.<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/technology\/\" target=\"_blank\" rel=\"noopener\">Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/what-googles-new-performance-max-controls-mean-for-advertisers-447350\" target=\"_blank\" rel=\"noopener\">Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>New features like negative keywords and improved reports help refine campaigns, offering more control for advertisers. Google recently announced new capabilities for Performance Max, with campaign-level negative keywords taking center stage. PPC marketers have not been shy about their reactions. However, between the polar opposites is a middle ground that not many are considering \u2013&#8230;<\/p>\n","protected":false},"author":1,"featured_media":641141,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/10\/What-Googles-new-Performance-Max-controls-mean-for-advertisers-800x450.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[142591,107942],"class_list":["post-641140","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-google-ads","tag-ppc"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/641140","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=641140"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/641140\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/641141"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=641140"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=641140"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=641140"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}