Google’s slow updates to Performance Max continues, offering just enough to suggest progress without ever fully handing over the keys to marketers. The latest addition, dubbed Performance Max Channel Performance, is the company’s attempt to address one of advertisers’ longest-running frustrations: not knowing where exactly their dollars are working across Google’s sprawl.
Still being rolled out in open beta globally, the tool offers channel-level breakdown across search, YouTube, display, Discover, Maps and Gmail, according to a document Google recently shared with marketers and reviewed by Digiday. It lives within the Insights and Reports section of Google Ads, and promises a campaign summary, a channel-to-goals visualization, and a table of performance metrics by channel.
For marketers, it’s a partial reveal — another piece of the puzzle but not the picture. There’s data. But context, as usual, remains elusive.
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