Bath | 27.01.2025 | News
Google's Performance Max Updates: January 2025
Love it or hate it, Performance Max (PMax) campaigns have taken the advertising world by storm following their launch in November 2021.
The black box nature of this campaign type meant that media buyers had initial reservations.
Before PMax, separate search, Shopping, Display & YouTube campaigns would be set up with their own budgets and targeting settings. PMax offered a new, machine learning-driven campaign type, targeting your audience across the complete Google Advertising network. This lack of control and insight on offer with PMax made marketers hesitant to fully adopt this new campaign type.
Fast forward to January 2025, and after a number of developments in 2024 (we’re looking at your placement & asset reporting, and brand exclusions), Google has just announced the biggest updates yet.
These include:
Enhanced Campaign Controls
Deeper Search Reporting
Improved Asset Group Reporting
These new control levers, along with a greater level of transparency as to what is driving performance, will be welcomed by performance marketers far and wide. We’re looking forward to putting them to use immediately!
The announcement from Google can be found here.
Want to know more about any of these updates? Let us know and we can advise on what this means for your brand.