Google has announced updates to PMax campaigns with a focus on customer lifecycle management and creative asset optimisation.
- Retention Goals: Advertisers can now set specific goals to re-engage lapsed customers by identifying high-value former customers and prioritising ad delivery to them.
- New customer acquisition reporting: ‘New customer only’ and ‘new customer value’ are dedicated reporting columns to display customer acquisition cost.
- Landing page image sourcing: PMax can automatically extract images from landing pages to diversify ad creatives.
- Smart cropping: This feature generates multiple versions of existing images through intelligent cropping, thus increasing the variety of ad creatives.
The update aims to provide advertisers with greater control over targeting strategies and creative assets.
