Channel performance and more reporting coming to Performance Max

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Unleashing the Power of Performance Max

Google’s Performance Max is more than just a campaign—it’s your ticket to tapping into the full potential of Google’s ecosystem, all wrapped up in one sleek package. Since its launch, over a million advertisers have hopped aboard, leveraging its AI-driven capabilities to supercharge their campaigns. In fact, during 2024 alone, Google rolled out over 90 quality improvements that boosted conversions and conversion values by more than 10%. And guess what? These upgrades happen behind the scenes, requiring zero effort on your end. But that’s not all—Google continues to roll out exciting new features to give you more control and flexibility. One of the most highly requested features is finally here: channel-level reporting. Get ready to dive deep into how each channel contributes to your overall performance. Whether you’re optimizing for Search, YouTube, Gmail, or Display Network, this update ensures you have the tools to refine your strategies and maximize your ROI.

Channel-Level Reporting: The Game-Changer You’ve Been Waiting For

With channel-level reporting, you’ll gain unprecedented clarity on how your Performance Max campaign performs across every channel. Head to the new “Channel performance” page, where you’ll find a bird’s-eye view of your campaign’s performance alongside a visually rich dashboard that makes it easy to identify standout channels and areas needing improvement. For example, let’s say you run a home and garden business. By analyzing the data, you notice that YouTube is driving impressive engagement. Armed with this insight, you could double down on creating more compelling video content to capture even more conversions. Plus, the platform will suggest additional reports based on your needs. For instance, if you’re curious about Display or YouTube placements, you’ll find links to placement reports right there.

• See how each channel stacks up against your conversion goals.
• Drill into specific channels to uncover hidden opportunities.
• Adjust your strategy based on granular insights.

Granular Breakdowns for Every Channel

The new Performance Max reporting goes beyond surface-level stats. You’ll get detailed format-level breakdowns for channels like Search, YouTube, and Gmail. For retailers, this means understanding how ads powered by product data perform. Think Shopping ads on Search, remarketing ads on Display, and YouTube videos showcasing your products. Imagine you’re that home and garden business again. You notice your product-based ads aren’t performing as well month-over-month. A closer look reveals that your product images could use an upgrade. Armed with this knowledge, you tweak your product feed to make it more visually appealing—and voilà, your numbers start climbing.

A Table Full of Insights

Scrolling down the page, you’ll encounter the channel distribution table—a treasure trove of granular data. Here, you’ll find metrics such as clicks, conversions, costs, and more, segmented by channel. Need to share this data with your team? No problem! This table is fully downloadable, making collaboration seamless.

Tips for Supercharging Your Channels

But wait—there’s more! Performance Max also offers diagnostics to help you spot potential roadblocks. For instance, maybe you’re not showing up on Maps because your store locations aren’t listed correctly. Or perhaps your Search performance is suffering because your landing pages aren’t aligned with user intent. Either way, these insights empower you to take corrective action, whether it’s activating the final URL expansion feature or fine-tuning your ad creatives. Remember, focusing solely on the big picture isn’t enough. Sometimes, the devil’s in the details. While Performance Max aims for overall success, it also encourages you to zoom in on individual channels. After all, people don’t stick to one channel—they bounce between Search, YouTube, and Maps depending on their journey. Understanding marginal ROI optimization can help you avoid relying too heavily on averages, which can sometimes mislead.

Full Search Terms Reporting: Unlock Hidden Opportunities

In addition to channel-level reporting, Google has introduced full search terms reporting. This means you’ll now enjoy the same level of detail for Performance Max as you would for Search and Standard Shopping campaigns. Use this data to craft targeted text assets for your top-performing search terms. Conversely, if you spot irrelevant search terms, apply negative keywords or brand exclusions to keep your campaign laser-focused.

Asset-Level Reporting: Know Your Assets Inside and Out

Another exciting addition is enhanced asset reporting. Now, you’ll see not only which assets drive conversions but also their impressions, clicks, and costs. This broader perspective empowers you to optimize your ad strength across multiple campaigns, including Search and Display. With richer metrics at your fingertips, you can pinpoint what works best and replicate that success.

Stay Ahead of the Curve

Performance Max evolves faster than ever, thanks to constant updates based on user feedback. To stay ahead of the curve, tune in to Google Marketing Live on May 21. There, you’ll learn even more about these powerful new features and how to leverage them for maximum impact. Don’t miss out—register today!

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