Google Ads is always evolving, and if you’re not keeping up with the latest updates, studies and news, you might be missing out on important new features.
Here’s a roundup of the latest updates you need to know, along with links to the full details so you can dive deeper into each one.
AI updates to Performance Max in 2024
Google launched several updates to Performance Max during 2024, some of which should have been available from the start, in my opinion. These key updates include:
- Asset-Level Reporting – Performance Max now gives more detailed asset-level reporting. This means you can see conversions, conversion value etc for each creative (like headlines, images, and videos), alongside their performance ratings.
- Asset Coverage Reporting – Identify underperforming assets with specific recommendations to improve them, such as ‘add long headlines’ or ‘add images’.
- New Audience Insights – With Performance Max now providing deeper audience insights, you can better understand the “unique characteristics” and “detailed demographics” of people interacting with your ads.
- Budget Pacing Insights – This update provides insights into how your current and projected campaign spend aligns with forecasted conversions.
- Experiment with Final URL Expansion – Google now allows you to test the impact of Final URL Expansion within your campaigns via experiments.
- Impression Share Reporting – Impression share reporting in Performance Max campaigns is now more granular, offering insights into how often your ads are shown in relation to total available impressions. This helps you identify opportunities to improve your share, whether by increasing budget or optimising targeting.