Google is adding more engagement options to Performance Max campaigns, adding Message assets alongside those already available in Search campaigns.
What’s new:
- The Message assets functionality, previously exclusive to Search ads, was spotted by digital marketer Emirhan Bayutmuş and is now available in Performance Max campaigns.
- This feature allows users to initiate conversations with businesses directly from ads, enhancing engagement.
- Google has updated their message asset help document to reflect this update.
Why we care. The expansion gives advertisers another way to connect with potential customers directly through chat-based interactions, potentially improving conversion rates.
What to watch. Expect further integration of conversational ad formats as Google continues to refine its AI-driven ad experiences.