Paid Media News & Opinion #122

PMax introduces lifecycle management features and image tools

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> What’s happening

Google Ads has introduced new features for Performance Max (PMax) campaigns, aimed at improving lifecycle targeting, reporting clarity, and creative flexibility. These updates allow advertisers to better manage how they engage different customer segments while expanding their creative options.

Customer lifecycle management features have been expanded, with retention goals now available to a wider set of advertisers. This allows marketers to target lapsed customers more effectively with specific retention goals and bidding strategies. It also enables better identification and prioritization of high-value former customers, tailoring ad delivery to re-engage them at optimal moments.

For new customer acquisition, there is a dedicated reporting column now displaying customer acquisition costs (CAC) in “new customer only” and “new customer value” modes.

Performance Max is also getting two new tools to improve the creative outputs. Landing page image sourcing will automatically pull images from landing pages to diversify ad visuals. Smart cropping will enable advertisers to generate multiple ad-ready variations of existing images to increase creative volume and reach more placements.

> Why we care

These updates give advertisers more precision, while Performance Max has been praised for its reach and efficiency, it has often been criticised for its lack of transparency and limited control. These new features aim to address some of those concerns.

The ability to bid differently for lapsed vs. new customers brings Performance Max closer to CRM-style sophistication. Rather than focusing purely on acquisition, advertisers can now optimize for customer lifetime value, a significant shift that aligns with longer-term growth strategies.

The introduction of customer acquisition cost tracking helps advertisers better evaluate return on ad spend (ROAS) and understand how much they're paying for new customers in real time. This transparency enhances budget allocation and decision-making.

By sourcing images from landing pages and smartly cropping visuals for more inventory access, advertisers benefit from increased variety in ad creative without needing to manually create dozens of variations. 

With greater targeting precision and creative adaptability, advertisers can now approach Performance Max with a full-funnel mindset, making it a more viable tool for both acquisition and retention campaigns.

Google rolls out Demand Gen network segmentation reporting

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> What’s happening

​Google Ads is rolling out a new segmentation option that allows advertisers to segment Demand Gen campaign performance by network, which can be found via the “Segment” > “Network” option at the campaign or ad group level.

This enhancement provides detailed insights across channels such as YouTube, Gmail, Discover, and the Display Network, you can see how each network is performing in your campaign.

> Why we care

Since Demand Gen has recently updated to allow advertisers to opt in or out of specific networks, this update is highly useful when it comes to optimising your campaign. Having visibility before would have been interesting, but there wouldn’t really have been any action points to be made off the back of this information.

Advertisers can now use this segment to spot if there are certain networks which aren’t performing well, then use this data to optimise the campaign by opting out of those networks. This will allow advertisers to benefit from Demand Gen whilst making sure it’s running at maximum efficiency, based on performance.

Ecommerce feed attribute updates for Google Merchant Center

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> What’s happening

Google is releasing some product feed updates for attributes, some already effective, some coming on 1st July. Here’s a brief summary which may affect you:

• Installment pricing must only be used on the [downpayment] sub-attribute

• [certification] attribute will replace [energy_efficiency]

• New shipping (delivery) attributes for improving delivery estimates

• US sales tax will become optional (as of 1st July)

• Member pricing will have to use the [loyalty_programme] attribute (as of 1st July)

> Why we care

These updates will only affect some advertisers, but it’s important to note them and ensure the specification is followed for all products, which will keep your feed optimised and healthy. Ultimately, this means a better ad rank and budget saved.

If you use installment plans, loyalty schemes, advertise electronics/appliances, or use multiple delivery services, take a look today.

To ensure your product feed remains optimised, competitive and fully approved, advertisers should check on these attributes to correct any issues (and perhaps do a quick audit of all of your attributes while you’re there!).

We recommend using a feed management platform, such as DataFeedWatch, to help keep on top of changes like this. These systems can automatically update and remap attributes, and flag any potential issues/errors that may affect performance.

What else we've been talking about:

• Reddit adds partner collaboration within its ads manager platform

• Uber Advertising partners with Instacart to expand CPG reach

• Advertisers pull back from TikTok, boost Meta, amid US ban uncertainty

• ‘YouTube engagements’ as a campaign goal in Demand Gen

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