Google expands Message asset to Performance Max

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.

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