Channel Performance Beta for PMax Campaigns
Performance Max campaigns have revolutionized the way we advertise on Google, expanding reach and ad delivery across all of Google’s advertising channels, while enabling a more diverse and holistic creative approach with image and video assets. Although this campaign type has been known for truly maximizing performance, it does come with certain limitations. The reporting insights offered for PMax campaigns have been generally underwhelming. Sure, there are still the standard auction and asset insights, but there just aren’t enough meaningful insights in the Google Ads interface for one to gain a more granular line-of-sight for campaign performance. However, we noticed a new beta added to the insights and reports tab of some of our customer accounts, which has restored our sense of hope.
Channel performance beta has been added to the insights and reports tab, and it is worth talking about because we are now able to see which channels are getting the most ad spend and generating the highest levels of engagement and conversions. For example, if we see that Search or Discover is driving the most conversions for our PMax campaign, but YouTube is lagging behind, this could be an indication that we need to either add or improve our video assets for YouTube placements. Before the release of this beta, we would have still been in the dark about our softer ad performance on YouTube. Furthermore, there is a path analysis chart on this page as well, which breaks down the types of conversions that are being generated from each channel, which is another significant insight to help us advertisers better understand which channels are driving our most preferred conversions, so that we can optimize our campaigns accordingly.
So what does this mean for marketers and the customers that trust them to help reach their target audiences? Marketers can now show customers exactly where their ads are showing and which channels are delivering the best results. Customers don’t simply have to take their marketers’ word that their ads had the opportunity to be delivered across all of Google’s ad channels. With channel performance beta, marketers and customers alike can see how their money is being applied across their Google Performance Max campaigns.