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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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Weekend Google Core Ranking Volatility

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Google Core Update Explode

As I mentioned briefly in my Friday video recap, I was starting to see renewed chatter on Friday morning around more Google search ranking volatility likely related to the ongoing Google March 2024 core update. I spotted some renewed chatter that lead through Friday, into Saturday and today. So I figured I’d cover it and share some of what SEOs are saying over the weekend.

We reported on volatility last Wedneday, on April 10th, and now we are seeing more of it. As a reminder, some sites got hit super hard by this update and no, it is not done yet. We have still not seen any real recoveries for sites hit by the September 2023 helpful content update recovery yet with this core update.

We are now 40 days and almost 40 nights since the update started rolling out and Passover is just around the corner. (sorry, had to…)

Both the Google ranking tracking tools and SEO chatter spiked over the past 48 hours.

SEO Chatter

Here is some of the chatter on social media, WebmasterWorld and comments here on this site over the past couple of days:

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Glenn Gabe has been tracking the movement closely, comparing previously hit sites by previous core and helpful content updates. I find his shares very insightful. Here is his latest post this morning:

He wrote:

Google Morning Google Land! This is the April 14 edition of “Core Update Notes”. I shared yesterday how the tools were all spiking and I picked up serious volatility across several sites I’m helping and tracking. Just wanted to share more about that this morning. Whatever Google updated, it’s definitely having a big effect on some sites. I have several documented that reversed course (and some reversing course for the *second time* during the update). For example, I shared rank tracking yesterday for one of those sites, which is even clearer today (see first screenshot). That site surged with the March core update, then reversed course half way through losing all gains. And it just surged completely back yesterday. The site owner is on a roller coaster. And yep, he’s ready to get off the coaster and hoping this surge sticks. :)

In addition, I’ve included several other screenshots of sites reversing course over the weekend. Remember, Google explained they would be updating several systems with the March core update that would reinforce each other. They also said to expect more volatility with this update. I’m definitely seeing that as I’m tracking many sites over time.

And for those interested in sites impacted heavily by the September HCU(X), I have still not seen any bounce back. 0. I checked the visibility numbers for 373 sites heavily impacted by the Sep HCU(X) this morning and all are down heavily over time (and most more with the March core update). I’ll keep checking… and we’ll see if the old HCU classifier gets dropped at some point while Google’s systems for assessing the helpfulness of content take over. Stay tuned.

He shared some of eye-popping charts, here is one of them:

Chart

Here are more:

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Slowly it’s not fun anymore. Since Friday, Google’s traffic has dropped considerably on my site and all the other sites I monitor. Many keywords have disappeared without a trace, even for the main keyword my site no longer ranks, in first place is now a cleaning company that has nothing to do with the topic, but well, people certainly want a cleaning when they google for the keyword.

Result since Friday -56 per cent, unfortunately the trend is still downwards. As I am also currently monitoring my friend’s online shop: it’s exactly the same for him, -56 per cent since Friday, we no longer need to talk about sales, although his ranking is stable.

Again, same same since Friday. No let up and remaining sites heading to zero. I thought I had it figured. Not so unfortunately.

Yes, they are rolling out something awful since Friday. Sensors confirm that too.

Traffic totally dead today here in Germany

Here too in Czech

My rankings had a little wobble yesterday. It always tends to happen on the back end of an update.

Traffic and conversions absolutely nonexistent today.

Weekends were the best days of the week. Currently I’m getting like 3-5 Visitors every 30 Min. That’s really a Joke.

Same, and as compared to all the previous weeks ,this one is the WORSE.

I fear it will just keep getting worse and we should get used to this as it will be the norm.

Google Tracking Tools

Many, not all, but many of the tools showed spikes over the past 24 hours or so. These are not insane spikes in volatility, well, Algoroo and Advanced Web Rankings show massive spikes but the others are not as heated.

SimilarWeb:

Similarweb

Semrush:

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Semrush

Advanced Web Rankings:

Advancedwebranking

Mozcast:

Mozcast

SERPmetrics:

Serpmetrics

Accuranker:

Accuranker

Mangools:

Mangools

Wincher:

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Wincher

SERPstat:

Serpstat

Algoroo:

Algoroo

Cognitive SEO:

Cognitiveseo

More Google Update Stories

Here are our previous stories on these updates:

What are you all seeing? Think we are just about done after 40 days of this rolling out?

Forum discussion at WebmasterWorld.

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Google Core Update Volatility, Helpful Content Update Gone, Dangerous Google Search Results & Google Ads Confusion

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Google Core Update Volatility, Helpful Content Update Gone, Dangerous Google Search Results & Google Ads Confusion


For the original iTunes version, click here.

This week, we covered that the Google March 2024 core update is still rolling out 38 days later, but we saw more volatility this week. Just a reminder that the Google helpful content update no longer exists. Gary Illyes from Google again says core update and indexing are independent. Google responded to complaints about dangerous and harmful search results. Google says ranking well in other verticals like shopping, images and others, does not negatively impact your web rankings. Google updated its structured data carousels beta documentation. Google says don’t disallow your internal footer links. Google says there are minimal differences between using a 404 and 410 status code. Google is testing short videos in the search bar. Google is not removing the site command. Bing is testing removing the cache link and the estimated number of search results. Google SGE is testing AI overview tabs. Bing is testing sources across the web AI. Google image search now has pixel-level object segmentation. Google Ad strength is not used in the auction, Google says. Google is testing sticky sponsored labels. Google Ads is also testing people also considered labels in the search ads. Google Ads tests “get phone number” buttons instead of the “call” button. Google released its Merchant Center product data specifications for 2024. Google Maps has a new flow for suggest an edit. That was the search news this week at the Search Engine Roundtable.

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Daily Search Forum Recap: April 12, 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 says indexing systems and algorithm update systems are independent and don’t impact each other. Google clarified its structured data carousel beta to add feature availability and where the markup goes. Google says ranking well in product results, images, etc does not impact how well you rank in web search. Google is testing mentioned in section within the knowledge panels. Google Maps updated its suggest an edit workflow. We have a recap of the Google Search Central Live event in Romania from Mihai. And I posted the weekly SEO video recap.

Search Engine Roundtable Stories:

Other Great Search Threads:

Search Engine Land Stories:

Other Great Search Stories:

Analytics

Industry & Business

Links & Content Marketing

Local & Maps

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Mobile & Voice

SEO

PPC

Search Features

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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