Google Cracks Open Pmax Black Box

Today's News

• Performance Max Unlocks A/B Mode

• Why You Should Be Advertising in Italics

• Pinterest’s Revenue Momentum Stalls

• Instagram Debunks Sponsored Content Myths

• Google Ads Editor Version 2.8 Is Here

• Amazon Debuts Virtual Holiday Shop

Performance Max Unlocks A/B Mode

Google is cracking open the Performance Max black box... a tiny bit.

Adweek reports that Google has rolled out an A/B testing feature for Pmax, which lets advertisers test how changes, such as updating creative assets or landing pages, impact campaign performance.

New tools on the horizon

Google recently announced plans to launch “new experiments” in Pmax, which will let advertisers add more creative assets, like images, text, and video, for select retailers in beta this month, as well as Final URL expansion, which lets Google dynamically select the most relevant landing page.

Some advertisers reported having access to the ‘Performance Max Optimization Experiments’ feature for more than a month through a whitelist program that provides early priority access.

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Why You Should Be Advertising in Italics

Is your ad campaign leaning enough to the right?

As you finalize your Black Friday campaign, your team might be split over what seems like a small decision: italic font or not. 

According to a recent study, that minor change could have a major impact on your sales.

The study found that using italics boosts engagement:

• Emails with italicized promotions saw a 3x higher click rate

• Respondents were 30% more likely to make a purchase

Recommendation

The study recommends using italic fonts for special promotions (like discounts or package deals) instead of regular fonts, as italics are slanted to the right, which suggests movement forward.

Why it works

• According to the study's researchers, this subtle shift is subconsciously linked to moving in time, making promotions in italics feel more urgent.

• As a result, consumers are more likely to act quickly, sensing that the promotion is nearing its end.

• Consumers, however, vary in how sensitive they are to deals. Some fear missing out and paying a higher price later, while others are less influenced, regardless of the font style.