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A few years ago, we introduced the Policy center in Ad Manager, AdMob and AdSense to provide publishers with a single, centralized hub to review and monitor policy violations and appeals. This helps ensure they have the information they need to monetize their inventory and remain policy compliant.

Starting today, our Policy center has a brand new look. As part of this update, we’re introducing new features — like the ability to report the number of ad requests affected by policy issues, and advanced filters that are designed to help you better understand, prioritize and resolve issues.

What’s changing?

Improved account health summary

The new and improved account health summary now provides a quick overview of the total number of sites and apps with issues, highlighting the number of issues that are a “Must fix.” This can help publishers better prioritize the issues that require their attention. The account health summary also shows the impact on ads serving for any given page where ads have been disabled or restricted.

In an unpredictable year, change has been a reliable constant. And we’ve seen this clearly in online consumer behavior. For example, Google Image searches for “yard landscaping ideas” have grown globally by over 80% YoY¹ as people look for more ways to spruce up their homes. Meanwhile, searches for “best all-inclusive resorts” have grown globally by over 200% YoY² as people get inspired to travel again.

Thankfully, advertisers don’t have to predict the future to be ready for it. If change is the challenge, automation is the solution businesses and agencies are using to stay ahead of ongoing shifts in consumer demand. Last year, we introduced Performance Max campaigns as a new way to buy Google ads across YouTube, Display, Search, Discover, Gmail and Maps from a single campaign. They complement your keyword-based Search campaigns to help you grow performance across Google’s full range of advertising channels and inventory.

After strong beta results, Performance Max campaigns will roll out to all advertisers around the world starting today. They will also become the next generation of Smart Shopping and Local campaigns, which will both upgrade to Performance Max next year.³

Find more customers where they are

Consumers are moving seamlessly between online experiences to find buying inspiration. 70% of U.S. shoppers report buying from a brand after seeing it on YouTube,⁴ and 91% of Google feed users say they took some kind of shopping or product-related action immediately after discovering new products, services or brands on their feed.⁵

Performance Max allows you to promote your business across all Google Ads inventory. As a result, you can show up for more customers and drive more conversions based on your goals. In fact, advertisers that use Performance Max campaigns in their account see an average increase of 13% total incremental conversions at a similar cost per action.⁶ Whether you’re focused on increasing online sales, generating leads, or growing offline sales, Performance Max helps you achieve your goals in four main ways:

1. Increasing conversions and value: Automation optimizes your budget and bids across channels to help you capture new conversion opportunities in real time.

2. Finding new customers: Unlock new audience segments by using Google’s real-time understanding of user intent, behavior and context to show up in the right moments with more relevant ads.

3. Gaining richer insights: Performance Max campaigns are now part of the Insights page to help you understand how automation is working and how you can improve your campaign. Using the Combinations report, you can also see how your top-performing assets are being combined to build creatives.

4. Working together with automation: Steer automation by providing high-quality creative assets and sharing your expertise about which audiences are most likely to convert.

Get new features designed for retailers and local marketers

Performance Max campaigns allow retailers and local marketers to access new ad inventory and formats not currently available with Smart Shopping or Local campaigns — including on channels like YouTube, Search and Discover. To help you increase sales, Smart Shopping and Local campaigns will both upgrade to Performance Max in 2022. We’ll work closely with you and your partners to get feedback and build the right tools to help you easily transition your campaigns. Stay tuned for more information early next year.

We know the holidays are a critical time of year for your business. You should continue using Smart Shopping and Local campaigns to reach more shoppers across online and in-store experiences this holiday season. However, when the time is right for your business, you can start testing Performance Max campaigns before next year’s campaign upgrades.

In the next few months, we’ll introduce new features in Performance Max specifically for retailers and businesses with store locations. For example, you’ll have the option to focus your campaigns to exclusively optimize for new customer acquisition. If you’re a retailer with a local inventory feed, you’ll also see new Search and Maps ad formats powered by your products to help drive more foot traffic to your stores.

Upgrading Smart Shopping and Local campaigns to Performance Max next year will help you get more value from Google Ads while simplifying the number of campaigns you use to achieve your goals. We’ll continue investing in Performance Max and improving our automation technology over time to help you get better results.

To set your Performance Max campaigns up for success, check out our new best practices guide and video. You can also take the Skillshop e-learning course for Performance Max campaigns to get more tips on how to use them to their full potential. And explore the Demystifying Automation interactive demo to learn how different automation technologies can supercharge your marketing capabilities.

<sup>1. Google Data, Global English, Jun 22, 2021 – Aug 20, 2021 vs Jun 22, 2020 – Aug 20, 2020
2. Google Data, Global English, Jun 22, 2021 – Aug 20, 2021 vs Jun 22, 2020 – Aug 20, 2020
3. In Europe, Performance Max campaigns can be used with any Comparison Shopping Service (CSS) you work with. The ads will show on general search results pages and on any other surfaces the CSS has opted in to.
4. Google/Talkshoppe, US, whyVideo study, n=2000 A18-64 Genpop video users, Feb 2020
5. Google/Ipsos, Google Feed Consumer Insights, June 2020, Online survey. Americans 18+ who made a discovery on at least one Google feed (feeds defined as Google app, Chrome app, YouTube, Gmail) on a mobile device. Base: Feed users n=1,053
6. Google Data, Global, Ads, July – September 2021</sup>

City transportation is crucial to connecting residents to education, employment and essential services. At the same time, the transportation sector is where global greenhouse gas (GHG) emissions are rising the quickest.

In 2018, we launched the Environmental Insights Explorer (EIE) in collaboration with the Global Covenant of Mayors for Climate & Energy (GCoM). As part of Google’s most ambitious decade of climate action, we’ve committed to helping more than 500 cities and local governments reduce an aggregate of 1 gigaton of carbon emissions per year by 2030 and beyond. With EIE, cities have free access to Google’s unique mapping data and insights so they can make sustainable decisions regarding cleaner transport policies and infrastructure programs. Since launching EIE, we’ve seen more cities and governments set ambitious climate targets. This week, 120 world governments will gather in Glasgow at COP26 to report their progress toward these commitments and set a path forward to address climate change. EIE can help cities and governments translate these targets into concrete action.

In pursuit of helping more cities take action against climate change, we will make transportation insights available in EIE for over 20,000 cities and regional governments by the end of the year, making it one of the largest ever collections of high-quality, globally consistent environmental data sources. This expansion will double the number of geographies represented in EIE, accounting for the majority of the world’s transport emissions.

As the window continues to narrow on implementing policies and plans to reduce emissions, we’re unifying around a single mission: to foster sustainability at scale. To help, we’re partnering with the C40 Cities Climate Leadership Group, a network of megacities committed to addressing climate change. Our work with C40 will help us better support the needs of cities while making data accessible to city projects that are working on climate solutions. Together we can provide higher-quality transportation activity data to measure and track GHG emissions at a global scale, while also giving state and local governments resources to better understand what’s working at a local level.

The need for action is now, and we need to rise to the challenge quickly. Google technology is unlocking our ability to generate climate-related insights and impact at a global scale. Here are a few of the latest ways we’re using AI and Google Maps data in EIE.

Taking inventory of yearly progress

More cities, states and regions are committing to comprehensive climate plans to decarbonize transportation by 2040. These next two decades of ambitious action will require regular progress reports to assess what is and isn’t working.

Using AI, our systems analyze transportation trends in a city by mode, helping local governments take stock of their progress in tackling GHG emissions. GHG inventory processes traditionally take months and multiple data sources to compile, and are now streamlined, allowing government staff to reduce the cost and personnel burden of reporting.

Countries in the European Union are currently in the process of implementing the European Copyright Directive, which includes Article 15 or the “neighboring right”, into national law. Developed and debated over many years, the Directive gives new rights to news publishers online while ensuring that consumers can continue to freely access information through online platforms. As countries implement this new law, we have started negotiations with news publishers to license content under these new rights.

The Directive provides two important guiding principles. On the one hand, people and platforms can continue to link to, and include, very short extracts of publishers’ content (referred to as the snippet exemption or snippet exception in Germany). At the same time, the law creates new rights for news publishers when extended previews of their work are used online.

While the law in most countries does not define the scope of protected content, we have already started discussions with hundreds of news publishers across countries including Germany, Hungary, France, Denmark and the Netherlands where the law is now in effect. As part of this process, we are making offers for Extended News Previews, to cover the display of content from news publishers that goes beyond links and short extracts. Where possible, these offers take into account a publication’s readership, the “journalistic nature” of press publications (meaning the focus a publication has on producing journalism compared to other content) and editorial investment.

Many Member States are still in the process of implementation and it will take some time to come to agreements with news publishers that reflect national laws and the Directive itself, and we are taking on board feedback from our early discussions. Google is one of the world’s biggest financial supporters of journalism and our products and services create significant value for publishers through traffic, advertising technology and funding. At the same time, we don’t show ads — or make money — on the vast majority of searches and we don’t run ads on Google News. And, as always, publishers have full control over whether or not their content shows up in Search and how much of that content they want to be used in a preview.

Alongside these discussions, we will continue to invest in products and programs to provide even more support for journalism. Google News Showcase is another example of Google’s financial support to the news industry: more than 1000 publications are signed up around the world and more than half of those are in Europe, including in Italy, Czechia, Ireland and Germany.

We look forward to working with publishers and journalists on all these efforts in the coming months, building on our long track record of support for journalism.