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New targeting options in Google Ads Performance Max

Google Ads PMax
O Google Ads announced a significant update to its solution Performance Max (PMax), bringing new advanced targeting options. The goal is to enable advertisers to reach the right audience with greater precision, optimizing campaign results and maximizing return on investment (ROI).

What changes with the new targeting options?

With this update, the marketing professionals will have access to more detailed features for audience targeting, some of the new features are:

1. Segmentation by primary data

The new feature allows the use of proprietary information, such as customer lists and data from previous interactions. This enables the creation of highly personalized campaigns, increasing the chances of conversion and customer loyalty.

2. Expanded Audience Signals

It is now possible to provide more insights to Google’s algorithm, helping to identify consumers who are more likely to convert. This means advertisers can adjust targeting more precisely, reaching relevant audiences more efficiently.

3. Improved control over creatives

Advertisers can optimize images and videos according to different audience segments, ensuring that each creative material is aligned with the interests and behaviors of the target audience.

Benefits for advertisers

The implementation of these new tools provides a more efficient and strategic approach, ensuring:
  • Greater accuracy in ad delivery, reducing wasted investment in unqualified audiences.
  • continuous optimization, with algorithms automatically adjusting campaigns based on behavioral signals.
  • Deep insights, allowing detailed analysis for more informed and strategic decision-making.
  • Increase in conversion rate, thanks to more targeted campaigns adapted to consumer interests.

How to make the most of new features

To get the best results with the new options, Max Performance, advertisers should consider the following strategies:
  1. Use first-party data strategically, feeding audience signals with high-quality information.
  2. Regularly monitor performance metrics, adjusting targeting as needed to optimize results.
  3. Test different creatives, exploring the impact on different audience segments to identify which formats generate the best results.
  4. Keep up with market trends, adapting strategies according to changes in consumer behavior.

Conclusion

The new features of Max Performance represent a significant evolution for advertisers seeking more effective and personalized campaigns. With a strategic and data-driven approach, it is possible to extract the maximum potential of the platform, optimizing investments and achieving better results. By adopting these innovations, companies can improve their digital presence and increase their conversions in a smarter and more efficient way.