Google’s most automated campaign type, Performance Max, is getting a new optimization feature aimed at driving new business. The addition comes in the form of a new customer acquisition goal that will allow advertisers to optimize to those who are not previous customers. Additional changes have also been announced to help advertisers identify high-level insights and make the transition to Performance Max easier.
Announced back in 2020, Google’s Performance Max campaigns (nicknamed PMax) have seen intense scrutiny over the lack of control that advertisers have. These campaigns do not contain traditional keywords, audiences, placements or other guardrails for targeting. Instead advertisers input asset groups, location/time of day targeting and audience signals to attempt to drive a qualified click. This new customer acquisition goal is another lever that advertisers can pull to try and drive quality traffic with these campaigns where options and data are at a premium.
New customer acquisition goals. The largest change to PMax campaigns is the ability to use your data to help Google identify (and serve to) new customers. Advertisers have a few options to choose from when identifying new customers including:
- Customer Match lists. These lists use first party data including email, phone, first name, last name, country and zip code. When uploaded Google will provide a match rate that shows how many of your customers have a matching Google account that can be used in targeting.
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Read Full Story: https://searchengineland.com/performance-max-campaigns-gain-new-customer-acquisition-goals-383823
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