Google is making Performance Max campaigns more intelligent by using new AI tools for asset testing, video optimization, and campaign management. These changes will benefit advertisers because, as the holiday shopping season is rapidly approaching, they will be able to better reach their target audiences.
Key Updates to Performance Max
The most significant addition is the asset testing functionality. A feature to be released this November, Advert, will allow users to test out additional assets, whether images or video.
This new feature will allow advertisers to track the success of these added elements so they can further refine their campaigns for better results.
Google is now testing Final URL expansion so that advertisers can see which landing pages work best (in terms of conversion rates) without having to change the Final URL.
Advanced AI Image Generation
Integrating Google’s Imagen 3 AI model is one of the most exciting developments. This text-to-image tool is now part of the Google Ads platform, enabling advertisers to generate high-quality visuals for their campaigns automatically.
The AI model uses data from previous advertising performance to create images that are more likely to resonate with users and drive engagement.
This new feature will be available for the following types of campaigns: Performance Max, Demand Gen, App, and Display, so companies will have a strong new tool for optimizing their creative assets.
Video Optimization Tools
Google is also improving video optimization for advertisers. This includes auto aspect ratio compensation for various formats on YouTube and intelligent video truncation that maintains the essence of the message while tailoring the content for different positions. All of these tools have built-in quality controls, and if the advertiser doesn’t like some of the enhancements, they can simply deselect them.
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Source: Search Engine Journal
