In the latest update, Google brought in something new, something more useful for Performance Max users, a more enhanced channel-level reporting that will give the full power of Google channels and AI to reach better results.
Google has been constantly working to improve its services day by day, for the sake of its users in achieving their goals across Google channels.
“In 2024, we launched more than 90 quality improvements in Performance Max that increased conversions and conversion value by more than 10% for advertisers. “– Google
With this update, the users will be able to view more detailed metrics for individual assets. But this is still in beta version and will be updated in the upcoming Google Marketing Live.
More detailed data with Google Channel Performance reporting
With the Google channel performance reporting, you will be able to know in which way the performance max is delivering better across multiple channels of Google.
This will be under a new page in the name of “channel performance”, where you will be able to find the channel performance summary with an in-depth record of data that contributes to attaining conversion goals.
According to the senior director of Performance Marketing at Digikey, the new performance reporting gives a detailed breakdown of channel placements, which allows users to refine the part that isn’t performing well.
This will help in gaining sustainable growth and also in achieving maximum returns out of the ad spend. In short, this is a go-to tool in Performance Max in this competitive marketing arena.
Let’s put it in the form of an example: A home gardener who is performing well on YouTube decides to extend his channel growth on other for better conversion. This could be done with the help of Google channel performance reporting.
Source: Google blog
In the above image, you will be able to see various channels that deliver results in accordance with the conversion goals. For a detailed report, you can click on each one and it will appear in detail.
Agencies will also be able to see an overview of the report, followed by a detailed insight, especially with videos and product feeds.
For clients who are retailers, product data will appear on Shopping ads on Search, dynamic remarketing Google ads for Display and video ads on YouTube.
Being a Google Ads agency, you will be able to use this data to compare it to the month before and the current month and make improvements. These improvements can be of anything that even includes a slight change in the product image in the product feed.
Source: Google blog
Google Channel distribution table on Performance Max
The channel distribution table gives a more granular view of the Pmax results and in a downloadable and shareable version.
Source: Google blog
The above image is something similar to how it will appear for your client’s account. A more detailed insight for all the channels, including Search, YouTube, Discover, Gmail, Display Network, Search partners and Maps.
Diagnostics tool on Performance Max
Once you have gathered the insights, what now?
You need to improve the performance but if you are clueless where to begin with, the diagnostics tool plays the role here. It will surface the potential issue so that you can work on it.
Let’s put this with the previous example we imagined, let’s say the gardener business hasn’t pointed out the address on the maps due to lack of a physical store. For this scenario you can activate the final URL expansion feature and get the help of Google AI to choose the landing page to match the user intent.
Source: Google blog
Google uses AI to the desired Google ads to display on all its channels to gain better results out of it.
In the gardener example, you can choose YouTube to display your client’s Google ads and for the ones who search for products, the products will show up on the Search and Gmail to keep them closer to the client. By this way, the business functions on multiple channels and will still be connected with the customers.
Search term reporting on Performance Max
Google has brought in new Search term reporting that adds up more information on top of the existing search term insights.
With the Search term reporting, you will be able to gain granular insights of the search and shopping campaigns of your clients.
Using this, you can create new text assets that fall perpendicular to the highest-performing search terms. This works on the negative keywords as well.
Asset-level reporting on Performance Max for better ad strength
This shows the assets that contribute more to the conversion.
The asset-level reporting comes with impressions, clicks, average CPC, conversion value and costs that help in viewing insights and also in expanding reports from Performance Max to Search and Display campaigns.
Source: Google blog
The above image shows which asset type or theme plays the role in building ad strength.
Coming to an end, with these updates, Google Ads agencies can help their clients achieve better conversions and boost sales.
