Meet the Google PMAX Campaigns, Voice Assistant & Visual Searches

Google PMAX Campaigns

The changes we were waiting for in PMAX campaigns came from Google! Yes, we no longer need to send messages to support to add negative keywords.

But what is a PMAX campaign?

Performance Max campaigns use AI to maximize conversions across all Google channels (search, display, gmail, YouTube, shopping, discovery and maps). It essentially analyzes landing page content, assets and product feed to deliver results!

Changes to PMAX:

Account-level negative keywords
Now we can add the negative keywords we want without waiting for help from Support!
Brand exclusions
We will soon be able to remove matches with other brands, as well as our own brand!
Page feeds
We will be able to upload a feed consisting of page URLs to customize the results in the final URL expansion.
Experiments
We will be able to run PMAX campaigns in comparison with other types of campaigns.
Video Creation Tool Optimizations
Reporting at Asset group level
This is something that was missing and will help a lot in analyzing PMAX campaigns!

Hey Google, how do I search with Voice Assistant?

Everyone knows a little bit about searching on search engines like Google and Bing. However, in ecommerce, image and voice search are increasingly on the rise!

Voice Assistant

Voice assistants like Alexa, Siri, Cortana and Google Assistant help us every day to find out about the weather, tell us a good joke or even find us the nearest coffee shop or fashion store in our area! Essentially, with a simple voice search, Voice Assistants can find you information in search engines without typing.

They are also essential for what they call smart homes so that we don't have to get up from the couch to put on music and turn off the lights for more romantic situations. They are enough quick searches without having to type anything.

Visual Search

Visual Search is exactly what it sounds like. Do you like something? Then you can search for exactly what you want with a simple photo via Google Image Lens for example.

For example, if you would like to ask your friend about her new dress but don't want to ask her, a photo is enough most of the time!

How do Voice Assistants & Visual Search help in Ecommerce?

Combined, Visual Search and Voice Assistant change consumer habits since a simple phrase like "Hey Alexa, where can I buy a summer dress near me" can ultimately lead to a purchase due to the results it will bring.

As technology develops, it will be used more by consumers. When ecommerce platforms offer exactly what users are looking for, they can achieve more sales and, in essence, profit.

The customer journey is enriched with more touchpoints that estores need to optimize and be accessible in all ways to consumers.