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Google Ads Adds Brand Exclusions, Page Feeds, Video Creation & More Reporting To Performance Max

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Google Ads Performance Max Engine

Google Ads announced four new features coming soon to Performance Max, including campaign-level brand exclusions, page feeds, video creation tools, more experiments, and more reporting. Ginny Marvin, the Google Ads Liason, said on Twitter, “you likely saw account-level negative keywords started rolling out next month for brand suitability & other purposes.”

Here is what is coming soon from Google Ads:

  • Campaign-level brand exclusions for branded queries on Google Search and Google Shopping inventory. Campaign-level brand exclusions will apply to most misspellings and brand searches in a foreign language.
  • Page feed support in Performance Max will help you send Search traffic to a specific set of landing page URLs on your site.
  • Experiments to test how Performance Max can drive incremental conversions and conversion value. You can test the impact of adding a Performance Max campaign to your current mix or test Performance Max versus Standard Shopping campaigns targeting the same products.
  • Asset group-level reporting will soon include conversion value, cost and other metrics.
  • Budget pacing insights on the Insights page will surface opportunities to optimize your budget allocations, including where you could shift budgets between campaigns to get more conversions.

Nicole Farley does a deeper dive on Search Engine Land of these changes.

Here is a screenshot of the way to exclude brand terms from Performance Max campaigns when it goes live:

click for full size

Here is the full list of new features with more detailed explanations:

  • Account-level negative keywords: Add negative keywords at the account level to help you maintain brand suitability and exclude traffic you don’t want to reach. You can also use them to exclude queries for other brands’ terms if you have a specific agreement with them. These account-level negative keywords apply to all your campaigns that serve on Search and Shopping inventory, except Discovery campaigns. This includes your Performance Max campaigns to make adding negative keywords easier without applying them to individual campaigns.
  • Campaign-level brand exclusions: Control which brands your campaign matches to—including your brand—with campaign-level brand exclusions coming soon. Brand exclusions apply to Search and Shopping traffic in Performance Max. You can apply different exclusions for each Performance Max campaign or use shared lists across multiple Performance Max campaigns. You’ll be able to find brand names in the UI and add them to the exclusion list.
  • Page feeds: In the coming months, you can upload a feed of page URLs to refine your results using the final URL expansion feature. When final URL expansion is ON, this additional feed helps inform and guide Google’s AI to understand that these URLs are important (but does not restrict its matching to them). With final URL expansion OFF, page feeds make it easier to add more specific URLs to your Performance Max campaign at scale and to restrict matching to just these URLs.
  • Experiments: Use experiments to see how adding a new Performance Max campaign to your current campaign mix drives additional conversions or conversion value. You can also use experiments to test a Standard Shopping campaign head-to-head against a Performance Max campaign to see how your results may improve and whether you should replace the Standard Shopping campaign. If you’re running other comparable performance campaigns beyond Standard Shopping (e.g. Display, Video or Discovery campaigns) that have similar settings and optimize for the same conversions, you can also add these to your experiment. This allows you to measure the true incrementality of using Performance Max.
  • Video creation tool: Use the video creation tool in the Assets section of the Performance Max campaign workflow to easily create high-quality video assets (the tool was previously only available in the asset library). You can preview the video before you upload it to YouTube and start using it in your campaign.
  • Asset group reporting: Soon, you will be able to see conversions, conversion value, cost, and a variety of other metrics at the asset group level.
  • Budget pacing insights: Budget pacing insights will roll out in the next few weeks and help you automatically uncover opportunities to optimize your budget and performance. See how much your campaigns have spent and are projected to spend, along with your current and forecasted conversion performance. Understand at a glance how your campaign is pacing and whether there’s an opportunity to change or re-distribute your budget to drive more conversions. In addition, get customized recommendations to maximize your budget utilization.

Forum discussion at Twitter.



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SEARCHENGINES

Daily Search Forum Recap: July 24, 2024

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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.


We spotted another Google search ranking volatility again around July 23rd. An SEO poll says 54% of SEOs saw positive effects from Google updates. Google Local Service Ads adds new budget options. Google Search is outlining videos in the search results. Google announced earnings and their ad revenue is up again, this time 11%.


Search Engine Roundtable Stories:


  • Google Search Ranking Algorithm Volatility – July 23rd


    I probably should have covered this yesterday but I have been seeing more ranking volatility starting late on Monday, July 22nd, through yesterday, July 23rd and into today July 24th. This may be a continuation from what we saw last week or maybe something new – it is hard to tell.



  • Google Ad Revenue Up 11% – $64.62 Billion In Ad Revenue


    Google / Alphabet reported its Q2 2024 earnings last night, where its ad revenue hit $64.62 billion, up 11% from last year’s quarter of $58.14 billion. Clearly, Google’s advertising business continues to grow despite any economic downturn we may have seen.

  • SEO Poll: 54% Of SEOs Saw Positive Effects From Google Updates


    Aleyda Solis posted the results of a poll she ran, which showed 54% say their sites have seen mostly a positive effect from Google Updates in the last couple of years. John Mueller from Google replied to that poll saying, “While there are exceptions, life as an SEO or when working on the web is not about doom & gloom.”


  • New Google Local Service Ads Budget Options


    Google has added new ad budget options and features to Local Service Ads. You can now set a maximum monthly ad spend limit for the month for some accounts.

  • Google Outlines Videos In Search Results


    Google seems to have changed how it shows large videos in the search results. I am now seeing them show these gray lines, outlining the video box, in the Google Search results.



  • Google Receptionist – The Seattle Seahawks Blitz Mascot


    Here is an old photo I recently found at the Google Kirkland, Seattle office. You can see the Seattle Seahawks mascot, aka the Blitz, sitting at the front desk at the Google office there.

Other Great Search Threads:

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:


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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Daily Search Forum Recap: July 23, 2024

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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 will not deprecate third-party cookies in Chrome, after delaying this process numerous times. Google Ads Editor version 2.7 is now out. Google Ads has a new Sitelinks interface. Google is testing larger sitenames and favicons. Google Search is showing video descriptions generated using A Overviews.


Search Engine Roundtable Stories:


  • Google Won’t Deprecate Third-Party Cookies In Chrome


    Google has decided not to deprecate, do away with, third-party cookies in Chrome. This is something Google has been planning and testing for a while, delaying the efforts numerous times, and now ultimately deciding to scrap those efforts.

  • Google Ads Editor Version 2.7 Is Now Out


    Google has released version 2.7 of the Google Ads Editor. This new update brings a number of new features and also deprecates a number of features. New features include AI-generated assets, account level content label exclusions, account-level negative keywords and more.

  • Google Search AI Overviews Video Descriptions


    Google Search is testing using AI Overviews to provide video descriptions in the Google Search results. When you click to expand some videos, Google may overlay the video and its description directly in the search results. And that description may read, “AI overviews are experimental,” which means the description was adapted by Google Gemini.

  • Google Tests Larger Sitename & Favicons


    Google is testing larger sitenames and favicons again. You can see a considerably larger font used for the sitename (the link in the Google search result snippets) and a larger favicon being tested in the search results.

  • New Google Ads Sitelinks Interface


    Google Ads has a new sitelinks interface, and functionality, for Performance Max campaigns. The new recommended sitelinks features are rolling out, plus there is a new numbered layout for the sitelinks.


  • Google Soda


    Here is a photo of two cans of drinks, maybe soda or some other energy drink, that is branded with the Google Innovator logo and name. I found this on Instagram and thought it was unusual enough to share here.

Other Great Search Threads:

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:


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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SEARCHENGINES

Daily Search Forum Recap: July 22, 2024

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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 is testing new link citations in the AI Overviews. Google is also testing saving AI Overviews for later. Google is showing some AI-generated images in some knowledge panels. Microsoft Advertising is rolling out new brand lists in Performance Max. Bing is testing related searches at the top.


Search Engine Roundtable Stories:


  • Google Tests Link Icon Citations For AI Overviews


    Google is also testing link icons in the AI Overviews to show citations for statements generated in the AI Answer. These links, when clicked, will take you to an overlay window that shows those links in a search result format page. No, clicking the link icon will not take you directly to the source but you will see the search result snippet.


  • Google Testing Save Button For AI Overviews


    Google is testing the ability to save your AI Overviews to your Google Interests section. If you are opted-in to labs in Google, and you see AI Overviews, at the bottom of the AI Overview, you may see a new “Save” button.

  • New Microsoft Advertising Brand Lists For Performance Max Campaigns


    Microsoft Advertising is rolling out brand lists for Performance Max campaigns. “Brand lists allow greater control over brand image and ad visibility, including the brands you don’t want your ads to be associated with,” Microsoft wrote in its help documentation.

  • Google Knowledge Panels Using AI-Generated Images


    Google is showing AI-generated images in some of the knowledge panels they show in Google Search. Google is not creating these images; they come from images on third-party sites. And honestly, I kind of like it, at least in some cases.

  • Bing Tests Related Searches At Top – Below Search Bar


    Bing is testing placing the related searches at the top of the search results page, directly under the search bar. The searches are exactly what you would see in the bottom but in a different format at the top.

  • Google Wooden Hive Tree


    I don’t know what this is, but I spotted this photo at the Google office in Kirkland, Seattle. It looks like some sort of wooden art, maybe of a tree, maybe of some hive, I am not sure.

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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