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Google Ads Update: From Dynamic Search Ad to Performance Max

Google Ads Encourages Advertisers to Upgrade: Dynamic Search Ads to Performance Max

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Google Ads has recently rolled out a significant update, urging advertisers to make the switch from Dynamic Search Ads (DSAs) to Performance Max (PMax) campaigns. This move has sparked a debate among Pay-Per-Click (PPC) experts, with many speculating that DSAs may soon become obsolete, paving the way for the dominance of Performance Max campaigns. It appears that this notification is just the beginning of a larger transition. The message displayed in the Google Ads console emphasizes the benefits of upgrading from DSAs to Performance Max: “Upgrade your Search DSA campaigns to Performance Max” and “Get more conversion value by upgrading your Search DSA campaigns to PMax campaigns.” By migrating to PMax campaigns, advertisers can expect to maximize their conversion value while leveraging their existing assets, settings, and budget to create new and improved campaigns. The shift from DSAs to Performance Max represents a strategic move by Google Ads to enhance advertisers’ campaign performance and deliver better results. PMax campaigns offer a more comprehensive and advanced approach to advertising, combining various targeting methods and utilizing machine learning algorithms to optimize ads across different platforms and formats. This enables advertisers to reach their target audience effectively and achieve higher conversion rates. DSAs have been popular, but Google’s push for PMax reflects commitment to innovation. Embracing PMax helps advertisers stay ahead, leverage advanced features. Overall, the transition from Dynamic Search Ads to Performance Max campaigns signifies a new era in Google Ads advertising. Google Ads encourages advertisers to explore the benefits and advantages of PMax, leveraging their existing campaigns and resources to unlock higher conversion value and drive more impactful results. Here, is the latest updates announced by Thomas Eccel on his LinkedIn post:

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Expanded Conversion Credit: GA4 Enhances Google Ads Eligibility

Google Analytics 4 Broadens Google Ads Conversion Credit Selection Eligibility

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Google Analytics 4 (GA4) has recently introduced a new feature that allows users to select which channels are eligible to receive conversion credit for web conversions shared with Google Ads. Users now have the option to choose between Google paid channels or paid and organic channels, whereas the default channel is set to Google paid channels. This update grants marketers more control over conversion credit allocation, ensuring that only the desired channels receive credit. Google Ads will display conversion credit assigned to Google Ads channels, while conversions from paid and organic channels will still be eligible but won’t appear in Google Ads accounts. Users can manage this setting by accessing the Conversions tabs in Google Ads and the Attribution settings in Google Analytics. You can make changes to this setting at any time, and they will apply to future conversions. On a related note, Google Ads is undergoing a significant change by transitioning from importing the last non-direct click from GA4 to adopting a complete cross-channel conversion credit import approach. This shift aims to provide a more comprehensive understanding of the customer buying journey, enabling marketers to make better-informed marketing decisions. While GA4 tracking has some limitations compared to Google Ads tracking, such as the inability to track view-throughs for networks like display or YouTube, and the lack of built-in cross-device identification, it still offers improved reporting capabilities. Google Ads tracking will likely remain the preferred choice for bidding due to its robust features, while GA4 import may become the go-to option for comprehensive reporting. Overall, these updates in Google Analytics 4 and Google Ads contribute to a more accurate assessment of the customer journey and enhance marketers’ ability to optimize their campaigns effectively.  

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