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Google Ads has been busy this week, with a new funnel-style reporting card, clearer guidance on Performance Max page feeds and brand lists, and a test of “Visit site” links in mobile ads. Here’s what small business advertisers need to know.
Today’s quick list:
- A new Customer Journey Insights card shows how ads move people through the funnel
- Google explains Performance Max page feeds more clearly
- Brand lists now use one global brand, not regional versions
- Google tests a “Visit site” link in mobile search ad descriptions
New Customer Journey Insights card in Google Ads
Google is piloting a Customer Journey Insights card on the Google Ads Overview page for eligible advertisers. It shows how your Performance Max, Search and Shopping campaigns move people through four stages: Unaware, Aware, Consider and Act. A “User actions” tab counts actions within each stage, such as branded searches or add-to-cart events. (Search Engine Roundtable)
What to do: If you see the card, use it to check whether your campaigns only capture people who are ready to buy, or also bring in new people. It fits neatly with the funnel thinking in our marketing funnel guide.
Google explains Performance Max page feeds more clearly
Google has updated its Performance Max guidance on page feeds. Page feeds let you specify which URLs your ads can use. With Final URL expansion on, ads can use any known page on your site plus your page feed URLs. With it off, ads only use the page feed URLs. Google also suggests using page feeds to exclude pages like “about us” or out-of-stock products. (Search Engine Roundtable)
What to do: If Performance Max is sending people to the wrong pages, add a page feed with your best landing pages and review your Final URL expansion setting.
Brand lists now use one global brand
Google’s help page on brand settings for Search and Performance Max now says its brand library “uses single, global canonical brands rather than individual localized or regional variants.” If a regional version of a brand stays “under review” or can’t be selected, Google advises adding the main brand name instead. (Search Engine Roundtable, Google)
What to do: If you use brand lists to include or exclude your own brand or competitors, check that you’ve selected the main global brand, not a local variant that may never be approved.
Google tests a “Visit site” link in mobile ads
Google is testing a plain-text “Visit site” link inside the descriptions of mobile search ads, replacing earlier “learn more” and “read more” tests. It’s a test, with no word on a wider rollout. (Search Engine Roundtable)
What to do: Nothing to set up. If your mobile click-through rate changes, this kind of test could be one reason, so compare with desktop before changing your ads.
Key takeaways
- ✅ Look for the Customer Journey Insights card and check your funnel balance
- ✅ Use page feeds to steer Performance Max to your best landing pages
- ✅ Select global brands, not regional variants, in brand lists
- ✅ Compare mobile and desktop CTR before reacting to changes
Not sure how these changes affect your campaigns?
Small reporting and setting changes can reveal big opportunities. BananaBlocks Solutions manages Google, Meta and social ad campaigns for small and growing businesses, and keeps them up to date as the platforms change.
Book a free 30-minute ads review and we’ll check your account for anything you should adjust before the holiday rush.
Written by
Andrew Akshat
Writes for the BananaBlocks team about websites, SEO and digital growth for small and growing businesses.
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