Paid Media News & Opinion #112

Big, new features are coming to Google’s Performance Max

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> What’s happening

Google has announced a suite of updates coming to Performance Max (PMax) campaigns sometime in 2025, finally bringing the controls and reporting improvements that many advertisers have been asking for.

1. High value new customer mode – this setting will allow you to specify high-value customers through customer match (customer list upload and audiences) and then seek new users who match this profile to optimise for long-term value customers. Reporting will show new customers and high-value new customers at campaign level.
   

2. Brand exclusions for retail – Previously brand exclusions applied to both search and shopping, but advertisers with product feeds will now get better control over how brand exclusions work. You’ll be able to apply brand exclusions solely to search ads, but shopping ads will still be eligible.
   

3. URL contains rules for PMax campaigns with product feeds - Already available in standard Performance Max campaigns, advertisers with product feeds can now use “URL contains” rules to target specific pages or categories within their website.
   

4. Campaign-level negative keywords - Allowing you to exclude specific search queries you don’t want to trigger ads is rolling out to all advertisers
   

5. Enhanced Search reporting & guidance - Having already introduced search themes into Performance Max reporting, this is due to get some major improvements. Advertisers will be able to use search term insights to see whether queries are coming from Performance Max’s keywordless targeting or from the search themes added to the campaign. There will be additional insights into which search themes are helping to drive the reach of the campaign.
   

6. Improved asset group reporting - Advertisers will be able to break down asset group performance, and analyse results to a more granular level, including seeing conversions by device, time and more. This data will also be downloadable.
   

7. Age-based demographic exclusions - A beta is being introduced for age-based demographic exclusions, allowing advertisers to exclude age brackets.
   

8. Device targeting - A beta is being introduced for Device targeting, allowing advertisers to customise targeting to computer, mobile, or tablet.

> Why we care

With Performance Max campaigns representing a significant portion of many advertisers spend, these upcoming changes could be big wins for advertisers who want to fine-tune their campaigns with greater precision.

Lack of control and insight has been a major pain point, but recent updates, and with these further upcoming changes, advertisers are now getting the tools and functionality to allow for deeper insights, better reporting, and more efficient optimizations, which ultimately drive better performance and maximize ad potential.

Google is addressing key pain points while significantly improving the platform’s usability, transparency, and effectiveness. These updates may just be the answer to some of those concerns once we see them rolled out.

Microsoft Ads enhances Performance Max with advanced targeting and LinkedIn integration

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> What’s happening

Microsoft is piloting major updates for Performance Max, including one for B2B that will leverage LinkedIn data for targeting.

1. LinkedIn integration – available across US, Canada, UK, Australia, France and Germany, audience signals will be able to tap into LinkedIn professional data, such as company name, job function, job title and more.

2. Reporting – audience segment and asset-level performance will be available to help provide more granular insights

3. Smart conversion tracking – conversion value rules, similar to Google Ads’ solution, will adjust conversion value based on factors like location and device

4. New customer optimisation – campaigns will be able to specifically target or bid up for new customers, also similar to Google Ads’ campaign setting solution

> Why we care

These updates are incredibly useful and likely to enhance performance across both B2C and B2B advertisers. Reporting improvements, conversion value rules and new customer optimisation brings Microsoft Ads in line with Google Ads’ capabilities and tools, allowing advertisers to sync the platforms’ strategies.

LinkedIn integration is a huge step-up for B2B advertisers who have, until now, been limited to choosing between LinkedIn’s relatively expensive

Meta begins testing ads on Threads

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> What’s happening

Meta has begun it’s long-anticipated test phase for ads on its Threads platform, which according to Meta now has over 300 million monthly active users. This initial rollout features image ads displayed between posts in users' home feeds, allowing businesses in the trial to extend their existing Meta ad campaigns to include Threads placements. Meta plans to monitor user feedback and engagement closely before expanding the ad program further in the coming months.

> Why we care

There’s a reason why advertisers collectively spend billions with Meta. Their advertising products more often than not drive positive results. As marketers we’re always looking for new placements and opportunities to try reaching customers with, and knowing that Threads is Meta-owned increases the likelihood of achieving positive results, when this is eventually rolled out to more businesses.

The test is initially for a limited number of businesses in the US and Japan, so we’ll be watching closely for the initial results and any further rollout to the UK.

What else we've been talking about:

• Google reverses stance on Performance Max campaign controls

• Search ad spending surged in Q4 2024

• Google Analytics 4 rolls out cross-property report copying

• Google opens its marketing mix modelling tool, Meridian, to all users

• YouTube testing cost-per-hour masthead

• Meta updates audience targeting options for Advantage+ catalogue ads