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Summary

A recent bug in Google Ads has been preventing advertisers from editing and saving Performance Max asset groups, displaying an error and blocking updates. Performance Max campaigns rely on asset freshness, and this bug could cause outdated content to run, affecting campaign effectiveness.
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Full Article (AI)

Trends and Impact 🌐 A recent bug in Google Ads is creating challenges for advertisers using Performance Max (PMAX) campaigns. The inability to edit and save existing asset groups is causing significant disruptions. This issue results in campaigns running outdated creative content and offers, directly affecting their performance and efficiency. The importance of maintaining fresh and iterative assets in PMAX is highlighted by this problem, as outdated materials can lead to decreased engagement and ROI. Practical Steps 🛠️ Advertisers encountering the error message, “An error occurred. Please try again later. Value is required,” are unable to make changes in the Google Ads UI, despite all fields appearing complete. Until Google provides a fix, a temporary workaround involves using Google Ads Editor to make and upload changes directly to accounts. This method, while effective, introduces additional steps for teams accustomed to the web interface. Advertisers should verify recent edits to ensure changes are saved and consider routing creative updates through Ads Editor to avoid complications. Competitive Advantages 📈 The disruption caused by the bug underscores the need for advertisers to adopt alternative workflows and maintain flexibility in campaign management. By leveraging tools like Google Ads Editor and regularly checking asset versions, businesses can mitigate risks associated with such issues. Staying proactive in managing PMAX campaigns can provide a competitive edge, ensuring that creative assets remain up-to-date and performance-driven, even amidst technical challenges. This adaptability is crucial for maintaining efficiency and maximizing campaign impact in a dynamic digital advertising landscape.
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Business Impact

For European SMBs, maintaining up-to-date ads is crucial for competitiveness in digital marketing. The bug disrupts this, potentially leading to decreased ad performance and ROI. It's essential for SMBs to monitor their campaigns closely and use alternative tools like Google Ads Editor for updates.
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Interesting Facts

  • Chelsea Harding first reported the issue on LinkedIn.
  • Google has yet to provide a fix timeline.
  • The problem affects the web interface but not Google Ads Editor.
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Business Opportunities

This situation presents an opportunity for SMBs to explore Google Ads Editor and diversify their campaign management tools. By familiarizing themselves with alternative platforms, businesses can build resilience against future platform-specific issues.
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LAZYSOFT Recommendations

LAZYSOFT recommends integrating automation tools that can detect and report issues like these early. Also, consider diversifying ad management tools to prevent dependency on a single platform.