Google Ads today announced the rollout of an ad unit that it claims will help advertisers bolster their incremental reach.
Top line
Dubbed Performance Max, the new offering lets media buyers book inventory across a range of Google properties including YouTube, Search, Discover, Gmail and Maps as part of a single campaign.
The Google Ads team is pitching it as a complementary service to keyword-based Search campaigns—still the bulk of its business—in a further bid to boost advertiser-spend.
Between the lines
Performance Max campaigns launched in beta last year with the Google Ads team reporting that advertisers that trialled the service saw a 13% increase in incremental conversions on average.
Brands including Allianz, Deezer, and MG used Performance Max since it was rolled out in beta with marketers reporting that it helped them increase conversion rates, find new customers and bolster their consumer insights.
Bottom line
The Google Ads team claimed it will introduce more features specifically geared towards marketers that want to attract consumers to their brick-and-mortar outlets, such as retailers, to Performance Max in the coming year.
“We know the holidays are a critical time of year for your business. You should continue using Smart Shopping and Local campaigns to reach more shoppers across online and in-store experiences this holiday season,” wrote Eduardo Indacochea, Google, senior director, product management, in a blog post.
“However, when the time is right for your business, you can start testing Performance Max campaigns before next year’s campaign upgrades.”
Feature Image Credit: Performance Max lets brands further boost their campaign reach of their keyword-based campaigns.Google
By Ronan Shields
Ronan Shields is Adweek’s programmatic editor.
