Google recently introduced a subtle but significant update to the Google Ads search terms insights report for Performance Max campaigns. This update adds a new “Source” column, providing more granular data on where clicks, conversions, and other metrics originate. This enhancement was initially highlighted by a LinkedIn user, Natasha Kaurra, who shared the post, writing:
“PMAX now has a “source” column for clicks, conversions & other metrics.”
The latest update is consistent with Google’s ongoing commitment to optimize campaign management by rolling out new tools that provide greater visibility and control for advertisers.
The previous version appeared as follows:
How to Access Source Column
Advertisers can confirm the availability of the new “Source” feature in their Google Ads account by navigating through the following steps:
- Campaigns > Insights and reports > Insights > Search term insights section > search category
Why This Update Matters
The expansion of the “Source” section to the Performance Max brings several key benefits for advertisers by unveiling more detailed insights into how users are engaging with ads on Google. It enables greater transparency by revealing multiple trigger factors, such as:
- Search themes
- URLs
- Creative assets
- Additional relevant information
This additional information given by the source column can provide more clarity about where the ad traffic is coming from, helping to to be inoptimize strategies and allocate budgets more effectively. It’s an important step for advertisers who rely on search term insights to gain a deeper understanding of their campaigns’ performance.
By discovering the logic behind Google’s ad-serving decisions, advertisers can:
- Better align keyword strategies and optimize targeting
- Understand where ads are appearing and optimize landing pages
- Identify the creative assets, such as images or videos, that played a role in triggering the ad
- Recognize other factors that may have contributed to ad success
Advertisers can now see the specific reasons why their ads were triggered by the search engine giant within specific search categories. By shedding light on the factors driving clicks and conversions, this new section helps better understand the effectiveness of different elements of the campaign. As business owners may not be familiar with the technicalities of Google updates, they can outsource to professional SEO services to optimize their online campaigns and boost performance for maximum sales.
