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Google Says Audience Signals Help Jumpstart Performance Max Campaigns But Continue To Inform
The other day, Google Ads Liaison, Ginny Marvin said that audience signals are used to only “jumpstart” your Performance Max campaigns. It turns out that Google Ads may continue to use these signals to inform Google’s systems over the campaign lifecycle.
Let me share the tweets on this and then Greg Finn’s follow up with Google which he published on Search Engine Land.
Kirk Williams asked about audience signals and performance max campaigns, in which Ginny Marvin replied to numerous questions on:
Audience signals indicate what you know about your most valuable customers. 1P data and/or custom segments are used as a starting point to speed up the machine learning’s ability to find similar & new converting customers.
This video might help too: https://t.co/7Pw2pOHnSX
— AdsLiaison (@adsliaison) April 1, 2022
Hard targeting would allow for some prrrretty cool campaign setups. But since it’s just a starting signal, it’s too loose.
— Mike Ryan (@mikeryanretail) April 1, 2022
So they ask more questions to dig into how these signals influence the Google Ads automation:
Totally
— Mike Ryan (@mikeryanretail) April 1, 2022
Here is where Ginny Marvin said “signals are used to jumpstart only.”
-Yes, signals are used to jumpstart only. They don’t limit ads to those audiences. Aim is to find most conv/conv value.
-Add assets for your high value audiences (can be for multiple specific segments)
-Use audience insights to see top segments to inform assets & landing pages— AdsLiaison (@adsliaison) April 1, 2022
Then Greg Finn followed up with Google to learn that it is not just to jumpstart. Google, however, added additional context around how audience signals can impact early performance within campaigns. “Including them early in the campaign lifecycle can be useful to help jumpstart performance, but they will also continue to inform our systems over the campaign lifecycle, especially as first-party data, in particular, is updated,” the company said.
Greg Finn wrote “So not only can that audience signal help to jumpstart the campaigns, but will also inform throughout the lifecycle of the campaign. Additionally, these signals can help to inform systems over time. Of course, these audience signals are different than traditional audiences in Google Ads. Performance Max will expand beyond the audience signals provided and by nature there is no way to limit that expansion.”
So keep this all in mind when funneling these signals into your Performance Max campaigns. It can impact you in the jumpstart phase and even well beyond.
Forum discussion at Twitter.
Source: www.seroundtable.com
SEARCHENGINES
Google Volatility, Bing Generative Search, Reddit Blocks Bing, Sticky Cookies, AI Overview Ads & SearchGPT
This week, we covered yet again more Google Search ranking volatility. Microsoft is testing its new Bing generative search experience. Reddit blocked Bing and other search engines that won’t pay for its content. Google is not going to deprecate third-party cookies in Chrome. Google will test ads in AI Overviews soon. Google tests link icons citations in the AI Overviews. Google is testing a save button for AI Overviews. Google has AI Overviews for video descriptions. Google added links to Gemini responses. OpenAI launched SearchGPT, its own AI search tool. Google knowledge panels are using AI-generated images. Google is testing larger sitenames and favicon. Google’s John Mueller said don’t use LLMs for SEO advice. Appel Maps launched its web version in beta. Google Local Service ads has a new budgeting option. Google Ads has a new sitelinks interface. Google Ads Editor version 2.7 is out. Microsoft Advertising has new brand lists for Performance Max campaigns. Google reported earnings, showing ad revenue up 11%, with huge profits and earnings. That was the search news this week at the Search Engine Roundtable.
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SEARCHENGINES
Daily Search Forum Recap: July 26, 2024
Here is a recap of what happened in the search forums today, through the eyes of the Search Engine Roundtable and other search forums on the web.
Google Gemini added related content and verification links. OpenAI launched its search engine called SearchGPT. Google says don’t use LLMs for SEO advice. Google has a related image carousel below the image box. Google local has this book online button that leads to call business. And I posted the weekly SEO video recap.
Search Engine Roundtable Stories:
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Google Volatility, Bing Generative Search, Reddit Blocks Bing, Sticky Cookies, AI Overview Ads & SearchGPT
This week, we covered yet again more Google Search ranking volatility. Microsoft is testing its new Bing generative search experience. Reddit blocked Bing and other search engines that won’t pay for its content… -
Google Gemini Adds Related Content & Verification Links
Google pushed out a large update to Gemini (formerly known as Bard) and this update includes more links to both related content and also links to verify the content that Gemini is responding with. -
SearchGPT – OpenAI’s AI Search Tool
OpenAI has announced SearchGPT, its AI search tool that looks and feels a lot like ChatGPT but gives you more sources and answers through links. OpenAI wrote, “We’re testing SearchGPT, a temporary prototype of new AI search features that give you fast and timely answers with clear and relevant sources.” -
Google’s John Mueller: Don’t Use LLMs For SEO Advice
Google’s John Mueller said on LinkedIn he does not recommend you use LLMs (AI tools) for SEO advice. He wrote, “please don’t use LLMs for SEO advice.” “They learn from all the bad SEO information out there,” he added. -
Google Search With Related Images Carousel Below Image Box
Google is testing showing a related images carousel right below an images box in the mobile search results. As you scroll through the search results, you are presented with an images box and if that is not enough for you, Google Search shows you a related images carousel right below that. -
Google Local Book Online CTA For Call Business
Google seems to be testing a new option for the Book Online call to action option that does not use an online booking service but rather lets you call the business directly. The button says “call business” and then will dial the business from your mobile phone. -
Google Chrome Dinosaur Game Crochet
Here is the Google Chrome dinosaur game in some sort of crochet art, or tapestry art. I found this on Instagram and this was the person’s first crochet or tapestry, not sure the difference.
Other Great Search Threads:
- Google discover test highlight text snippets with also asking to add note on links that visited, Khushal Bherwani on X
- Google asking to add notes, Khushal Bherwani on X
- Google AIO thinks “Psoriasis” is a viral disease that affects plants. This isn’t some tiny specific medical case. If AIO gets something this big wrong what does that mean for all the smaller health searches AIO is showing up for? We, Matt Smith on X
- Sound Search is expanding from @YouTube to @YouTubeMusic! Search for music in a brand new way by humming, singing or playing a song in the background. More info, Neal Mohan on X
- To clarify, the system will prioritize the keyword that is identical to the query. It will not prioritize keywords that aren’t eligible to serve (e.g. the campaign or ad group is paused). However, if you, AdsLiaison on X
- update: despite receiving this email June 12th, our rep confirmed that these 2 accounts aren’t required to make the switch., Greg on X
Search Engine Land Stories:
Other Great Search Stories:
Analytics
Industry & Business
Links & Content Marketing
Local & Maps
Mobile & Voice
SEO
PPC
Search Features
Other Search
Feedback:
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Daily Search Forum Recap: July 25, 2024
Here is a recap of what happened in the search forums today, through the eyes of the Search Engine Roundtable and other search forums on the web.
Bing launched its new generative search experience and it does seem to prioritize links to publishers. Reddit blocked Bing Search and other search engines but not Google. Google says again it will test ads within the AI Overviews. Apple Maps launched a beta version of its web version. Google Local Service Ads tests expanding the phone number.
Search Engine Roundtable Stories:
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Microsoft Now Testing Bing Generative Search Experience
Microsoft announced yesterday it has begun testing its new Bing generative search experience – so Bing GSE (versus Google SGE). “By combining the power of generative AI and large language models (LLMs) with the search results page, Bing’s generative search creates a bespoke and dynamic response to a user’s query,” Microsoft wrote. -
Reddit Blocked Bing Search & Others But Not Google
On July 1, 2024, Reddit updated its robots.txt file to prohibit most search engine and AI crawlers from accessing its content – including blocking Microsoft Bing. Reddit did not block Google Search, which we covered here a few weeks ago. -
Google Again: We Will Test Ads In AI Overviews Soon
Google said it again, it will soon test ads within its AI Overviews. Philipp Schindler, senior vice president and chief business officer for Google, said this in the earnings call on Tuesday night. He said, “soon we’ll actually start testing search and shopping ads in AI Overviews for users in the U.S.” -
Apple Maps Web Version Launches Beta
Apple has launched a public beta version of Apple Maps on the web after launching the mobile app back almost 12 years ago on September 19, 2012. “Apple Maps on the web is available in public beta, allowing users around the world to access Maps directly from their browser,” Apple wrote. -
Google Local Service Ads Shows Phone Number On Hover
Google Local Service Ads can now show the business’s phone number in the ad unit when you hover over your mouse cursor over the ad. It will then dynamically expand the ad to show the advertiser’s phone number. -
Tree House & Hippie Van At Google Boulder Office
We have seen this area at the Google Boulder, Colorado office before, but I have not seen this hippie-looking van with flowers on it and such. This gives off a certain vibe for the office, don’t you think?
Other Great Search Threads:
Search Engine Land Stories:
Other Great Search Stories:
Analytics
Industry & Business
Links & Content Marketing
Local & Maps
Mobile & Voice
SEO
PPC
Other Search
Feedback:
Have feedback on this daily recap; let me know on Twitter @rustybrick or @seroundtable, on Threads, Mastodon and Bluesky and you can follow us on Facebook and on Google News and make sure to subscribe to the YouTube channel, Apple Podcasts, Spotify, Google Podcasts or just contact us the old fashion way.
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