Category: In the News

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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For the past few years, big brands and their agency partners have largely shied away from advertising on conservative channels, citing brand safety fears in ads showing up next to politically charged content. The tides, however, may be turning.

In today’s highly polarized cultural stratosphere, marketers are toeing the line with a both-sides approach to media spend and marketing messaging. For one diverse, inclusivity-driven comms agency, that line toeing has meant taking on a conservative, faith-based media client, and trying to better understand right-wing media to help clients adjust to the new hyper-partisan normal.

“It’s a wait and see — let’s dip a toe and see if we don’t get messed up,” an exec from the agency, who spoke on the condition of anonymity. “Let’s see if we don’t turn into another Target or another AB InBev, and if we don’t, let’s keep going.”

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