SEARCHENGINES
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 Hanukkah Decorations Are Live For 2023

Hanukkah (aka Chanukah) starts this coming Thursday night, December 7th. Google has added its Hanukkah decorations to the Google Search results interface to celebrate. Google does this every year and I expect to see the same rollout in the coming weeks for Christmas and Kawanzaa but for now, since Chanukah is in the coming days, we have the Hanukkah decorations live at Google Search.
Here is a screenshot of the Chanukah decorations as they look like on the mobile search results.
You can see it yourself by searching on Google for [chanukah], [hanukkah], but not yet [חֲנוּכָּה] or other spelling variations yet but it should soon. It looks better on mobile than it does on desktop results.
To see the past, the 2023 decorations, 2021 decorations, 2020 Chanukah decorations, 2019 Google holiday decorations, the 2018, 2017, 2016, 2015, 2014, 2013, 2012, 2011, 2010 and so on.
Happy Chanukah, everyone!
Forum discussion at X.
SEARCHENGINES
Google Pay Accepted Icons In Google Search Results

Google seems to be testing a Google Pay Accepted label or icon in the Google search results. This label has the super G logo followed by the words “Pay accepted” words next to search result snippets that support Google Pay and notate such in their structured data.
This was first spotted by Khushal Bherwani who shared some screenshots of this on X – here is one:
Here are some more screenshots:
Here is test and without test window for same query. pic.twitter.com/n9cYWBOsro
— Khushal Bherwani (@b4k_khushal) October 20, 2023
Brodie Clark also posted some screenshots after on X:
In continuation from the test from October, Google is now testing out a new Google Pay label associated with organic results. Last month, Google was testing Pay Accepted text, with this month changing it to Pay encrypted checkout. More details: https://t.co/MvFNoPmMDR pic.twitter.com/WDVVc4RbTO
— SERPs Up 🌊 (@SERPalerts) November 30, 2023
I tried to replicate this but I came up short.
This is not the first time Google had similar icons like this in its search results.
Forum discussion at X.
SEARCHENGINES
Google Discover Showing Older Content Since Follow Feature Arrived

Typically, Google Discover shows content that is less than a day old, but it can show content that is weeks, months, or even years old. However, typically, Google will show more recent content in the Discover feed. Well, that may have changed with the new Google follow feature.
Glenn Gabe, who is a very active Google Discover user, noticed that since the Follow feature rolled out, he has been seeing content that is weeks and months old way more often than before the follow feature rolled out. Glenn wrote on X that “this could also be playing a role. i.e. Google isn’t providing as much recent content, but instead, focusing on providing targeted content based on the topics you are following.”
It makes sense that if you follow a specific topic and if Google Discover only shows the most authoritative types of content, it might be hard for Google to find new content on that topic. So it does make sense that Google may show older content more often for that specific topic you follow.
Here are screenshots Glenn shared:
Have you noticed this in your Discover feed?
Forum discussion at X.
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