What the new Performance Max controls mean for advertisers

[samiaseo55]

Google's changes have mostly been to ad-related technologies, but the ones specific to Performance Max were made for one reason: They reverse Google's recent trend of taking visibility and control away from advertisers.

This includes:
Negative keywords at the campaign level until the end of the year.
Impression share reports for search and Shopping ads.
Asset coverage reports and facebook data recommendations for non-performing asset groups.
Target impression rate statistics for CPA and ROAS targets.
Continued rollout of asset-level conversion metrics.
Performance Max is not for everyone
Until now, the business and advertising needs of the account made a big difference in whether Performance Max was viable.

An absolutely great example can be found in e-commerce: A large online store with a big budget has different constraints than growing private labels that were “Meta-first.”

Some other reasons why an account may not be suitable for maximum performance:
There are weak or no audience signals available.
Missing offline conversion data.
Inexperience of the account manager.
Lead generation with multiple lead stages.
Each of these reasons contributed to a campaign driven largely by algorithms at Performance Max. But the campaign requires heavy data input and delivers suboptimal results.