With the start of the transition to campaigns with maximum efficiency, Google is announcing new features.

It’s no secret that Google forces Performance Max campaigns on advertisers.

In fact, peak performance campaigns will replace smart shopping and local campaigns by the end of Q3 2022.

As the new campaign type emerges as one of the new standards, Google is adding new features to help advertisers with this big change.

New functions, explanation

Google has announced three new features that will launch in the coming weeks. These features include:

• Type of goal to attract new customers
• Consumer interests
• One-click update tool

Let’s consider each function a little further.

1: The goal of attracting customers

Although the type of customer acquisition goal is new for maximum performance, it is not new for Google Ads.

Customer acquisition goals were available to start with smart sales campaigns. With the forced upgrade to Performance Max, Google is now making it available for this campaign type.

A goal type will allow you to do one of two things:

1. Bid on new customers similar to existing ones
2. Focus on optimizing for new customers only while maintaining cost efficiency

2: Customer interests

In the next few weeks, Google is rolling out Customer Interest Insights to the Insights page in Google Ads. This update will allow you to see search topics that drive conversions.

This is very important because there are currently no such statistics in the top performing campaigns. Advertisers have been given very little detail about what drives conversions.

In addition, Google is running asset audience statistics. This will show you how your specific text, graphics, and video assets are resonating with specific audience segments.

The last piece of information added to Performance Max is diagnostic statistics. This will show you any potential configuration issues that are preventing your ads from showing.

If Google detects a problem, a suggestion appears to help you solve it.

3: One-click update tool

Google is rolling out the update tool in stages. Over the next few weeks you will receive a notification in your Google Ads account when for your account, the one-click tool will be available.

You can access this tool from the Recommendations and Campaigns pages. The rollout will start with smart shopping campaigns. Starting in June, you’ll be able to use it to update your local campaigns.

When you use the migration tool, your respective campaigns will become a new separate campaign with maximum performance. All budgets, settings and knowledge from previous campaigns will be carried over.

Customers today have multiple devices and interact with brands through multiple channels. Gone are the days of the linear consumer journey.

Google understands that the customer journey has changed. These new Performance Max features are designed to find the optimal combination of advertising resources and ad formats, to get the best results.

Although the One Click feature is intended to make life easier for advertisers, it’s definitely for new marketers. Seasoned marketers had mixed feelings about the new type of campaign, as well as mixed results.