As the holiday season approaches, advertisers are laser-focused on squeezing every bit of value from their marketing budgets. Google’s Performance Max is here to help, leveraging AI to identify the best ad opportunities across Google’s platforms. Studies have shown it delivers significantly better returns, particularly during peak seasons.
Let’s dive into the newest features designed to help you supercharge your ad campaigns and make the most of the year-end rush.
1. Better Ad Assets with Experiments and Generative AI
Performance Max now offers tools to help you optimize your ad assets and improve their effectiveness. Here’s how:
Test New Assets
You can run experiments to see how adding images, text, or video assets impacts your campaign performance. These tests are especially useful for campaigns that currently rely only on product feeds.
For details, check out the Assets Experiments section.
Smart URL Matching
Instead of always using a static landing page, test whether directing users to a more relevant page on your website (based on their search intent) increases conversions. This is a great way to ensure your campaigns resonate with user needs.
Learn more in the Final URL Expansion section.
AI-Generated Visuals
Google’s cutting-edge AI can now create stunning visuals tailored to your campaigns, boosting engagement and results. This is powered by Imagen 3, an advanced text-to-image model optimized for performance.
Explore this feature in the Image Generation section.
2. Smarter Video Ads
Google has made video ads even more adaptable with AI enhancements. This ensures your ads are optimized for YouTube’s diverse formats, allowing you to reach more users effectively.
Automatic Adjustments
- Flipping Videos: Google AI can adjust the aspect ratio of your videos to fit different screen formats, ensuring nothing gets lost in translation.
- Shortening Videos: AI identifies key moments in your video to create shorter versions while preserving your message and style.
For more, see the Video Enhancements section.
Full Control
You remain in charge of these enhancements. You can:
- Review enhanced videos in the asset reporting tab.
- Remove any versions that don’t align with your goals.
- Opt out entirely from campaign settings.
3. More Flexibility with Shopping Campaigns
If you’re running Performance Max and Standard Shopping campaigns together, there’s great news! Google has updated how they interact. Instead of prioritizing Performance Max automatically, the system will now choose the best campaign based on Ad Rank—similar to how other campaign types are managed.
Read more in the Campaign Management section.
Wrapping Up
These updates are designed to help you end the year on a high note by making your campaigns more effective and efficient. From smarter assets to enhanced video ads and improved flexibility with shopping campaigns, Performance Max has everything you need to succeed.
For deeper insights into any of these features, follow the links provided above. Ready to take your campaigns to the next level? Let’s go!