Performance Max campaigns expand your reach across all Google’s advertising channels, providing unparalleled opportunities to connect with potential customers. To achieve optimal performance, it’s crucial to offer a diverse range of creative assets that cater to various customer preferences and ad formats.
High-quality creative material plays a vital role in driving results. In fact, research shows that advertisers who enhance their Performance Max Ad Strength to “Excellent"” experience a notable 6% increase in conversions, on average.
Google announced several new features designed to assist in scaling and constructing exceptional creative assets, including the integration of Gemini models within Performance Max. This integration signifies a significant step forward in empowering you to reach a wider audience and achieve outstanding results.
Here’s everything you need to know about the update.
What’s The Big Update For Performance Max?
Launched in November, Performance Max offers AI-powered text and image generation with just a few clicks. In a blog, Google announced that English availability is expanding globally, while other languages are on the horizon. Image editing will reach full U.S. availability by March, followed by a global English rollout.
Creative Assets at Scale: Exciting advancements in AI are transforming the advertising landscape! Google is equipping advertisers with powerful tools to craft impactful campaigns and generate creative assets at an unprecedented scale, speed, and variety. This empowers you to engage audiences with relevant and captivating content.
Maintaining Human Control: While AI streamlines the process, the heart of creative storytelling remains firmly in the hands of marketers and agencies. Your deep understanding of your customers and business goals guides the AI with the right inspiration to produce meaningful and high-performing creative.
Enhanced Text Creation: Google is integrating Gemini, its most advanced AI model, to empower Performance Max to generate extended headlines and sitelinks. This leverages Gemini’s sophisticated reasoning capabilities to create even more compelling text assets.
Next-Level Image Generation: Soon, Google will upgrade to Imagen 2, adapted for Google Ads. This unlocks the ability to generate lifestyle imagery featuring people in action. Similarly, image editing will let you generate and add backgrounds with people.
Scaling Success: Even for existing high-performing images, you’ll be able to generate similar variations, expanding your creative horizons further. Most importantly, you’ll always have full control, reviewing all suggested images before incorporating them into your campaigns.
Responsible AI Usage: Google maintains a firm commitment to responsible AI use. Advertisers are prohibited from creating content promoting violence, misrepresentation, or anything violating the established Google Ads policies and AI usage guidelines. Additionally, mechanisms like SynthID watermarking ensure all AI-generated images are readily identifiable.
What Are Gemini Models?
Imagine having an AI assistant that understands your goals, target audience, and brand voice on a deeper level. This is precisely what Gemini models bring to the table. They possess sophisticated reasoning capabilities, allowing them to generate more relevant, compelling, and effective creative assets for your Performance Max campaigns.
What To Expect From Gemini Models?
Here’s what you can expect:
- Enhanced text creation: Gemini models can now generate long headlines and sitelinks, crafting clear and concise messaging that resonates with your target audience.
- Richer visuals (coming soon): In the near future, Performance Max will be upgraded with Imagen 2, an AI model adapted specifically for Google Ads. This will unlock the ability to generate lifestyle imagery featuring people in action and add captivating backgrounds, further enriching your creatives.
- Scalability and efficiency: Say goodbye to the time-consuming process of manually creating numerous variations of text and images. Gemini models can generate a wider range of creative assets efficiently, allowing you to scale your campaigns quickly and effectively.
- Improved performance: By utilising Gemini models, you can expect higher ad strength in your Performance Max campaigns. This translates to greater visibility, better engagement, and ultimately, more conversions.
Advertisers can review all suggested assets before they are used in campaigns, ensuring they align perfectly with their brand identity and message.
This integration of advanced AI technology marks a significant leap forward for Performance Max campaigns. Stay tuned for even more exciting updates as Google continues to leverage the power of AI to help you achieve exceptional results.
Boosting Ad Strength and Simplifying Content Creation for Impactful Campaigns
With a growing toolkit for crafting engaging content, a crucial question arises: How do you ensure your assets are effective? Ad Strength provides real-time feedback on the diversity and relevance of your assets, guiding your optimization efforts.
Introducing Generative AI: This innovative technology makes creating an optimal asset mix easier than ever. In fact, advertisers using asset generation during campaign setup are 63% more likely to achieve “Good” or "Excellent" Ad Strength.
Prioritising Variety and Quantity: Moving forward, the quantity and variety of assets will hold greater weight in determining Ad Strength for your Performance Max campaigns. This reflects their critical role in utilising the diverse inventory and formats available across Google channels.
Here are three key ways to enhance your asset variety:
- Embrace New Recommendations: Leverage suggested assets curated from your website, asset library, and stock images. Soon, expect recommendations for AI-generated assets, including adaptations of existing ones, like transforming a square image into landscape format using generative AI.
- Streamline Design Workflow: Expanding partnerships, starting with Canva, allow seamless integration. If you design on Canva, an upcoming app will enable direct publishing of images into your Performance Max campaign. Additionally, Canva will soon offer templates specifically tailored to Performance Max specifications, ensuring your assets meet the necessary criteria for optimal variety.
- Incorporate Videos: Adding even a single video can significantly impact your campaign's success. Advertisers using videos experience an average of 12% more total conversions.
Furthermore, Performance Max has begun utilising images from Google Merchant Center product feeds to create better auto-generated videos, specifically targeting YouTube viewers (including YouTube Shorts) and retailers.
This feature is now expanding to all eligible campaigns, and text will be sourced from automatically created assets (if opted in) to further enhance video quality and relevance. Access your asset group details to discover the videos created by Google AI or utilise the provided video creation tools if you prefer crafting and uploading your own.
By incorporating these strategies, you can strengthen your Ad Strength and unlock the full potential of Performance Max campaigns through a diverse and impactful asset portfolio.
Streamlining Collaboration with Enhanced Performance Max Previews
Understanding the impact of creative assets on your Performance Max campaigns often requires input from diverse teams. To fulfil this need, Google is introducing an exciting feature next month: shareable ad previews.
These previews, accessible directly within your asset group view or edit pages, allow you to grant access to anyone via a simple link. No Google Ads login or credentials are required, making collaboration seamless. This innovation simplifies the creative workflow, empowering agencies and internal marketing teams to seamlessly share and review ad concepts.
High-quality and diverse creative assets are crucial elements in the success of your Performance Max campaigns. Utilise this new feature to enhance collaboration and unlock the full potential of your campaigns.
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