Google shared more information about how advertisers can help direct Performance Max – Google's latest Google Ads campaign. Last week Ginny Marvin, Google Ads product lead, stated that performance max campaigns use audience signals to jumpstart.
Google added context to the issue of audience signals and their impact on early Performance within campaigns. The company stated that while it can help jumpstart Performance early in the campaign's lifecycle, it will continue to inform our systems throughout the campaign. Particularly to update as first-party information when performance max campaigns use audience signals.
This audience signal can help jumpstart campaigns and inform throughout the campaign's life cycle. These signals can also help to help inform systems over time.
These audience signals are not the same as traditional audiences in Google Ads. Performance Max campaigns use audience signals but they may also grow beyond the audience signals provided, and there is no way for Performance Max Campaigns to limit this expansion.
How do you handle multiple audience signals?
Here audience signals could be used to help with direction. If you are seeking clarification about creating or not creating the additional campaigns. Also, to see if one campaign is more effective, could it be advantageous to create duplicate campaigns?
Google stated that advertisers should only create one campaign using the same targeting and assets. However, you can associate audiences and asset groups with audiences and create multiple such groups within a campaign. The multiple groups in a campaign will "help consolidate learnings and provide ML with more data to work ."
Do not panic. If you worry that too many audience signals could confuse your Performance Max campaign, its not so. Google said that the ML would also quickly determine which audience signals are most predictive of conversions at your ROAS/CPA target.
What happens when an audience signal switches?
Industry chatter revolved around the possibility of using audience signals to jumpstart campaigns early in their lifecycle. Google states that,
"Advertisers can change signal messages, but existing learnings will still be considered ."
The change in an audience signal won't reset the learnings to zero. Rather, it will bring up another dataset along with existing campaign lessons.
Audience signals, which are a way for advertisers to "steer" automation beyond assets and conversion inputs, are among the most important ways. Audience signals will be used to help jumpstart Performance and continue to inform systems throughout the campaign's lifecycle. These signals can improve the Performance of Performance Max campaigns, especially if they are not performing well. Google Ads Editor 2.0 will be available soon that thoroughly supports Performance Max Campaigns.
Switching signals is easy if you have an incorrect or flawed audience signal. If your campaign is not performing well, it will be possible to reset the signals. Performance Max machine learning will continue to use previous learnings even after switching the audience signal.
