Google Rolls Out AI-Powered Updates To Performance Max Campaigns via @sejournal, @MattGSouthern

Google Ads is enhancing its Performance Max campaigns with new AI-driven features.

These updates are focused on asset testing, video optimization, and campaign management.

The features arrive as advertisers gear up for the holiday shopping season.

Key Updates

New Asset Testing Capabilities

Starting in early November, retailers will gain access to new experimental features within Performance Max.

A key addition is the ability to measure the impact of supplementary assets beyond product feeds.

That means advertisers can measure the effectiveness of adding images, text, and video content to product-feed campaigns.

Google is also implementing Final URL expansion testing. This allows advertisers to evaluate whether alternative landing pages can drive better conversion rates by matching user intent.

Advanced Image Generation

Google is integrating Imagen 3, its latest text-to-image AI model, into the Google Ads platform.

This update aims to generate higher-performing visuals across Performance Max, Demand Gen, App, and Display campaigns.

The model has been trained on advertising performance data to create more effective commercial imagery.

Video Enhancement Tools

Google Ads is introducing automated video optimization features that include:

These features roll out with built-in quality controls and opt-out options at the campaign and individual asset levels.

While most features are immediately available, video shortening for Demand Gen campaigns will launch in 2025.

Campaign Hierarchy Changes

There is a significant change in how Performance Max and Standard Shopping campaigns interact.

Instead of automatic prioritization for Performance Max campaigns, Google is introducing an Ad Rank-based system.

This new system determines which ads to serve when both campaign types target the same products within an account.

Improved Collaboration Features

Google is expanding shareable ad previews to Performance Max campaigns that include product feeds and travel objectives.

This simplifies the creative review process by allowing preview access without requiring Google Ads credentials.

Context

These updates demonstrate Google’s commitment to AI-driven advertising, particularly as businesses prepare for seasonal peaks.

This timely release suggests Google Ads is focusing on providing advanced tools for optimizing holiday marketing campaigns.

Looking Ahead

For advertisers currently using Performance Max, these updates provide new opportunities to optimize campaign performance with experimental features and improved creative capabilities.

The rollout starts immediately for most features. Specific tools, such as retail asset testing, will be available in early November, and video shortening for Demand Gen campaigns is expected to launch in 2025.