Google Expands Performance Max Reporting Capabilities

Google has announced several key updates for Performance Max campaigns aimed at giving advertisers greater control over artificial intelligence, deeper insights from reports, and increased transparency. These changes are designed to optimize results and provide a clearer understanding of the factors influencing campaign performance.

Why Performance Max is Becoming the Choice of Many Advertisers

Performance Max is a powerful tool for automating advertising that leverages Google’s artificial intelligence. With these updates, the company is responding to user feedback by introducing more control options and new useful tools. This simplifies achieving business goals and makes campaign management more transparent.

Key Updates

New Options for Managing AI

• Negative Keywords. Now available for all advertisers at the campaign level, allowing for more precise control over where ads appear.
• Customer Acquisition Goals. The “high-value mode” helps prioritize customers with long-term value using Customer Match data.
• Brand Exclusions. Retailers with product feeds can separately configure exclusions for Search and Shopping ads.
• URL-Based Rules. The “URL contains” rules are expanding for campaigns with product feeds, enabling more precise traffic targeting by page categories.
• Demographic and Device Targeting. Two new beta features—age-based exclusions and device targeting—will offer additional customization options.

Enhanced Search Reporting

• Search Themes. Officially launched with improvements, advertisers can now see whether queries originate from Performance Max’s keywordless targeting or their custom search settings.
• Usefulness Indicator. A new tool evaluates the impact of search themes on additional traffic, helping advertisers refine their targeting.

Improved Asset Group Reporting

• Granular Data. Asset group results can now be segmented by device, time, and other metrics.
• Data Accessibility. Advertisers can download performance data for easier sharing and analysis outside Google Ads.

Why It Matters

Google is actively addressing key challenges related to transparency and ease of use of the platform. For instance, providing more control for adding exclusions and better visibility into search terms are precisely the updates many advertisers have long awaited.

What’s Next

In the coming months, Google plans to expand these updates by adding new control tools, insights, and reporting features. Advertisers are encouraged to provide feedback to make Performance Max an even more effective tool for businesses.

Bottom Line

Google is emphasizing transparency and advertiser control in Performance Max campaigns. These updates reflect a commitment to providing businesses with tools that maximize the potential of artificial intelligence while meeting specific needs and goals.

This article available in Ukrainian.