The Google product team has been busy rolling out new updates across various ad tools.
One upcoming feature, “Search Max,” is highly anticipated by advertisers. Not much is known about the feature and details remain scarce. However, it is speculated that it will help optimise ad performance in response to the ever-changing search landscape.
A “Used Since” column for assets was launched some time back, giving advertisers helpful historical insight by showing the exact date when each creative element was first deployed. Google also recently introduced a new “Source” column within the Search Terms Insights for Performance Max campaigns.
Here’s all you need to know about these updates.
New Google Ads Feature: ‘Used Since’ Column
Google Ads has introduced a “Used Since” column, which displays when assets were added to accounts. This provides advertisers with valuable historical context, making managing and tracking creative assets easier.
Why This Matters
This new feature addresses a common challenge for digital marketers, particularly those who inherit or audit accounts. Previously, there was no straightforward way to determine how long specific assets had been in use, leaving gaps in asset management and performance analysis. With this timestamp, advertisers now have a clear, accessible record of when each creative element was implemented.
How It Impacts Advertisers
The “Used Since” column appears at the asset level within Google Ads accounts, showing an exact date for when the asset was first added.
For agencies and in-house teams managing multiple accounts—or those transitioning between account managers—this feature simplifies the process of understanding asset history. It makes it easier to track when creative elements were introduced, allowing for more informed decisions when planning creative refreshes or auditing campaign performance.
What’s Next
The introduction of the “Used Since” column may be part of a larger push by Google to enhance transparency and provide advertisers with more tools for historical account analysis. As advertisers seek more insights into their campaigns’ evolution, this feature could be a sign of more updates aimed at improving account management and performance tracking over time.
New Google Ads Feature: PMAX ‘Source’ Column
Google recently rolled out an update to its Performance Max campaigns with a “Source” column within the Search Terms Insights. This is designed to give advertisers deeper transparency into why their ads are triggered by specific search categories.
What’s New
The newly added “Source” column will give advertisers a breakdown of ad triggers for particular search categories. Google aims to help advertisers better understand the logic behind their campaign performance and targeting decisions.
With this new feature, advertisers will be able to understand:
- How specific search categories align with campaign goals.
- Fine-tune audience targeting strategies based on the performance data.
- Optimise campaigns by making more informed decisions about which search categories are delivering the best results.
How to Access It
To check if the new column is available in your account, follow this path:
- Campaign > Insights and Reports > Insights > Search Terms Insights > Search Category
Why It Matters
This update is a game-changer for advertisers looking to gain a clearer understanding of Google’s ad-serving decisions. By providing transparency around the “why” behind specific search triggers, the “Source” column enables advertisers to optimise their campaigns more effectively.
With better visibility into how ads are triggered, you can refine targeting strategies, adjust budgets, and ultimately improve the return on ad spend.
New Google Ads Feature: ‘Search Max’
A “Search Max” option has started appearing in the match-type report for select advertisers.
What Is Search Max?
While Google has kept official details under wraps for now, the move fits into the broader trend of automating and AI-driven advertising solutions. Similar to how Performance Max has transformed campaign management, Search Max could offer a more intelligent and efficient way to handle ad performance.
What To Expect
As more details emerge, keep a close eye on your Google Ads account for any updates or changes. If Search Max is widely rolled out, it could significantly impact search campaign strategies. It could help simplify ad creation and targeting while offering a more adaptive approach to delivering results.
This change is part of Google’s ongoing effort to provide more robust tools for advertisers to optimise campaigns.
Need a fresh perspective? Let’s talk.
At 360 OM, we specialise in helping businesses take their marketing efforts to the next level. Our team stays on top of industry trends, uses data-informed decisions to maximise your ROI, and provides full transparency through comprehensive reports.
