Google Ads offers Brand Controls and Conversion Boosts for Performance Max Campaigns

Google Ads this month has released updated information addressing two key concerns regarding Performance Max campaigns: brand safety and the benefits of upgrading existing campaigns.

Maintaining Brand Safety:

• Content Suitability Settings: Exclude unsuitable content within Google Ads policies.
• Placement Exclusions: Prevent ads from appearing on specific Display and YouTube content.
• Account-level Negative Keywords: Exclude specific queries across your entire account.
• Case Study: Versace highlights successful brand control and performance uplift with Performance Max.

Upgrading Existing Campaigns:

• Conversion Uplift: Both DSA and Display campaigns see positive results after upgrading.
• Independent Uplift: Upgrading provides benefits even with existing Performance Max campaigns.
• Easier Comparison: Separate upgraded campaigns simplify performance evaluation.
• New Search-Centric Features: Improved brand exclusions, page feeds, URL rules, and search term insights for DSA campaigns.
• Display Campaign Benefits: Upgraded campaigns see an average 38% conversion uplift.
• Easier Customer Match Mapping: Streamlined transition for targeting new customers.
• Case Study: Santander details operational efficiency, cost reduction, and conversion growth through Performance Max.
• Expanded A/B Testing: Improved insights on upgrading impact through experiments.
• Bulk Upgrades: Available for DSA campaigns in Google Ads Editor, soon for Display.