Google Ads offers Brand Controls and Conversion Boosts for Performance Max Campaigns
Google Ads this month has released updated information addressing two key concerns regarding Performance Max campaigns: brand safety and the benefits of upgrading existing campaigns.
Maintaining Brand Safety:
- Content Suitability Settings: Exclude unsuitable content within Google Ads policies.
- Placement Exclusions: Prevent ads from appearing on specific Display and YouTube content.
- Account-level Negative Keywords: Exclude specific queries across your entire account.
- Case Study: Versace highlights successful brand control and performance uplift with Performance Max.
Upgrading Existing Campaigns:
- Conversion Uplift: Both DSA and Display campaigns see positive results after upgrading.
- Independent Uplift: Upgrading provides benefits even with existing Performance Max campaigns.
- Easier Comparison: Separate upgraded campaigns simplify performance evaluation.
- New Search-Centric Features: Improved brand exclusions, page feeds, URL rules, and search term insights for DSA campaigns.
- Display Campaign Benefits: Upgraded campaigns see an average 38% conversion uplift.
- Easier Customer Match Mapping: Streamlined transition for targeting new customers.
- Case Study: Santander details operational efficiency, cost reduction, and conversion growth through Performance Max.
- Expanded A/B Testing: Improved insights on upgrading impact through experiments.
- Bulk Upgrades: Available for DSA campaigns in Google Ads Editor, soon for Display.
. Written by Luís Daniel Rijo. Follow PPC Land on LinkedIn.
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