Google Ads campaigns for maximum performance have gained several new features

Google announced more new features for your campaigns for maximum performance in Google Ads. Some have been covered before, such as the new ones location targeting controls and diagnostic insightsand others such as seasonal adjustments, optimization results, data exclusions, and new interpretations that we have not yet addressed.

Seasonal adjustments

Seasonal adjustments are now available and are designed to help you stay informed about your bidding strategy for maximum performance. It shows you expected changes in conversion rates for future events such as promotions or sales. Google said you should “keep in mind that Smart Offers already take into account forecasted seasonal events.” Google says you should only use seasonal adjustments if you anticipate large changes in conversion rates that are sudden or atypical. Use seasonal adjustments for short periods and events that typically last 1-7 days, such as a weekly promotion or sale.

Optimization assessment

Optimization Score can help you find new ways to improve your performance and is now fully implemented for Max Performance campaigns. With an optimization score, you can see where your campaign has room to grow and find recommendations that help you act quickly and achieve better results. For example, use optimization recommendations to acquire new customers or to use ROAS targeting. Google said it will add new recommendations over time.

Data Exclusions

You can now use data exclusions to prevent accidental conversion tracking issues from affecting your bid strategy for maximum performance. This new tool tells Smart Bidding to ignore data for dates when you encountered conversion tracking issues that affected the accuracy of reported conversions or conversion value, such as tagging issues or site downtime.

Explanations

Google has announced that they will provide clarifications for all Max Performance campaigns in the coming weeks. Explanations make it easier to identify performance fluctuations and diagnose problems. These clarifications may even provide recommendations to help you improve your performance in the future. In the Product Feed Online Sales Max Performance campaigns, you’ll see callouts that offer an analysis of your product status and your most popular products, listing groups, and product types. You can use callouts “to save time, better understand performance changes, and troubleshoot potential issues without having to spend hours manually cross-referencing reports and spreadsheets,” Google added.

Here are Ginny Marvin’s tweets summarizing these posts:

🌟 Location Targeting + more updates for maximum performance to improve the performance and increase the visibility of your campaigns is here … 1/5

— AdsLiaison (@adsliaison) July 12, 2022

3/5 Clarifications for Peak Performance campaigns will be available in the coming weeks to help you quickly identify, analyze and fix performance changes. Retailers will also gain insight into product status, most popular products and more.

— AdsLiaison (@adsliaison) July 12, 2022

5/5 ✅・ Finally, seasonal adjustments and data exclusions are now available for maximum performance campaigns to help you inform and direct your automation. For more information on the latest features, see: https://t.co/fphmct5Tl5

— AdsLiaison (@adsliaison) July 12, 2022

Forum discussion at Twitter.