Google Performance Max Introduces Customer Goals and Enhanced Image Controls
▼ Summary
– Google Ads has introduced new customer lifecycle features in Performance Max, allowing for more assertive bidding on lapsed customers and accurate tracking of acquisition costs.
– Retention goals are now widely implemented, enabling strategic bidding for inactive users.
– Campaign reporting for new customer acquisition includes a dedicated column for customer acquisition costs.
– New image tools in PMax enhance creative flexibility by automatically extracting landing page images and using smart cropping for more ad versions.
– Future updates will include additional image enhancements like uncropping and animation, addressing advertiser concerns about control, reporting, and creative assets.
Google Ads has rolled out new customer lifecycle features in Performance Max, empowering you to bid more assertively on lapsed customers and track acquisition costs with greater accuracy. Additionally, PMax now includes updated image tools to enhance creative flexibility.
Expansion of Customer Lifecycle Management
Retention goals have been widely implemented, granting you the ability to bid more strategically for users who have become inactive.
- For previous customers: Identify high-value past customers and prioritize when and who gets to see your ads.
- For new customer acquisition: In the “new customer only” and “new customer value” modes, campaign reporting will now feature a dedicated column to display customer acquisition costs.
Improved Image Controls
Two new image features are designed to offer greater variety in ad creatives:
- Landing page images: Automatically extracts images from your landing pages to diversify your ad content.
- Image enhancements: Smart cropping generates more versions of existing images, increasing access to ad inventory.
Google has future plans to introduce additional image enhancement options, including uncropping and animation features.
Why this matters
These improvements tackle key concerns of advertisers regarding control, reporting, and creative assets, all while retaining the AI-driven efficiency that makes Performance Max valuable. The emphasis on customer lifecycle management aligns perfectly with the growing interest among advertisers in maximizing customer lifetime value instead of focusing solely on acquisition metrics.
(Source: Search Engine Land)
