Google Rolls Out Channel-Level Reporting for Performance Max Campaigns
Google Ads has introduced channel-level reporting for Performance Max campaigns in select advertiser accounts. This update marks a significant step towards greater transparency, allowing advertisers to see how their ads perform across individual channels, including Search, Shopping, YouTube, Display, Discover, Gmail, and Maps.
Previously, Performance Max campaigns operated largely as a ‘black box’, with limited visibility into where ads were being shown. With the new reporting functionality, advertisers can now better understand which channels are contributing to campaign performance and make more informed optimisation decisions.
The rollout is currently in a testing phase, with only a subset of accounts having access to the feature. Google has not yet announced a full release timeline, but this initial deployment signals its intent to provide advertisers with more granular performance insights moving forward.
This development is particularly relevant for advertisers seeking to allocate budgets more efficiently and tailor creative assets to specific platforms. Access to detailed channel performance metrics enables improved campaign control and may lead to stronger returns on ad spend. [1]
LinkedIn Introduces New Video Ad Formats and Adobe Integration to Enhance B2B Engagement
LinkedIn is expanding its advertising capabilities with the introduction of new video ad formats and an integration with Adobe, aimed at delivering more engaging brand experiences for B2B audiences. The updates were announced at the 2024 B2Believe event and reflect LinkedIn’s continued investment in multimedia content and data-driven marketing tools.
Among the new formats is “Click to Message,” a video ad designed to initiate one-on-one conversations via LinkedIn Messaging, enhancing direct engagement opportunities. Additionally, “Live Event Ads” and “In-Stream Video Ads” will allow advertisers to connect with users during live content and while they view professional video streams, respectively, further broadening the platform's interactive advertising inventory.
As part of the update, LinkedIn has also announced an integration with Adobe Experience Platform. This partnership will enable marketers to better synchronise their first-party data and customer journeys across Adobe and LinkedIn environments, improving audience targeting and campaign performance.
These enhancements are expected to benefit B2B marketers seeking to maximise brand impact, particularly those leveraging video as a core element of their digital strategy. With more immersive formats and improved data alignment, advertisers can create more personalised and measurable campaigns. [2]
Google Introduces Accelerated Checkout for Demand Gen Campaigns
Google has announced the launch of Accelerated Checkout for Demand Gen campaigns in the United States, a new feature designed to streamline the purchase process and enhance advertising performance. By reducing friction in the buying journey, Google aims to drive more conversions directly from ad interactions.
The Accelerated Checkout experience enables users to make purchases using pre-saved payment information without being redirected to a brand's website. This integration allows users to complete transactions with just a few taps, leveraging the convenience of platforms such as Shop Pay, allowing advertisers to capitalise on user intent in real-time.
Currently available for Demand Gen campaigns that promote products listed in Google Merchant Center, the feature is intended to support more seamless e-commerce experiences. It reflects a broader trend in digital advertising towards reducing drop-off points and improving the efficiency of paid media investments.
While the feature is initially being rolled out in the US, it signals Google’s ongoing efforts to enhance campaign effectiveness across its ecosystem. By enabling a faster checkout process, advertisers can potentially boost their return on ad spend (ROAS), particularly in competitive, conversion-focused verticals. [3]
YouTube Introduces Side-by-Side Mid-Roll Ads for Livestreams
YouTube is rolling out a new ad format that introduces side-by-side mid-roll ads during livestreams, aiming to enhance the viewer experience while maintaining monetisation opportunities for creators. This latest update allows video content to remain visible on-screen as ads are displayed alongside it, reducing disruption during live broadcasts.
The format is designed to keep audiences engaged by ensuring they do not miss any live moments while advertising is shown. Rather than interrupting content with full-screen ads, the new layout presents promotions in a less intrusive manner, helping to maintain viewer retention during mid-roll breaks.
According to YouTube, this change could benefit advertisers by delivering greater ad viewability and improved brand recall, without compromising the integrity of the livestream experience. For creators, the format offers a monetisation option that balances revenue generation with audience satisfaction.
This update reflects YouTube’s broader strategy of optimising ad formats across its platform to accommodate user behaviour and content type. Livestreaming, in particular, presents unique challenges for monetisation, and this new side-by-side format is a strategic solution aimed at addressing those concerns. [4]
[1] Google
[2] LinkedIn
[3] PPC Land
[4] PPC Newsfeed
