Google launches new AI-powered features for Performance Max campaigns

The six new features include ways to acquire high-value customers, manage budgeting and re-connect with former customers.

Google launches new AI-powered features for Performance Max campaigns

Google Ads introduced six new AI-powered features for Performance Max campaigns.

  • Customer Value mode. This new PMax feature, in beta, is meant to help PMax advertisers who use purchase conversion goals to acquire high-value customers. New customer acquisition goals are now available for Search Ads 360 advertisers.
  • Customer retention goal. This PMax feature, also in beta, is designed to help you win back lost customers through the use of targeted strategies built on behavior patterns discovered by AI.
  • Detailed demographics. Data on age and gender groups is rolling out now. You will be able to find it in audience insights. It is intended to help create ads better targeted at particular groups.
  • Budget pacing insights. You will be able to see real-time spend tracking, current and projected spend and forecast conversion performance. Google believes this will aid in identifying potential areas for strategic budget shifts.
  • Account-level IP address exclusions. PMax advertisers can now exclude specific IP addresses (e.g., your company), reducing wasted budget on unwanted ad interactions.
  • Final URL expansion. This new PMax feature, in beta, lets you test whether “replacing your final URL with a more relevant landing page from your website drives stronger results,” according to Google. “Opting into the Final URL expansion experiment will split your traffic, dedicating a portion of your budget to testing this feature while tracking results alongside your original setup.”

Why we care. You’ll want to explore these new PMax features to see whether they help you uncover new insights or improve campaign performance and ROI.


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Danny Goodwin


Danny Goodwin is Senior Editor of Search Engine Land. In addition to writing daily about SEO, PPC, and more for Search Engine Land, Goodwin also manages Search Engine Land’s roster of subject-matter experts. He also helps program our conference series, SMX – Search Marketing Expo. Prior to joining Search Engine Land, Goodwin was Executive Editor at Search Engine Journal, where he led editorial initiatives for the brand. He also was an editor at Search Engine Watch. He has spoken at many major search conferences and virtual events, and has been sourced for his expertise by a wide range of publications and podcasts.