New Performance Max features: Assets experiments, video enhancements, and more
10/23/24 - Granular
Granular analysis and first look
As the holiday season approaches, advertisers leveraging Google Performance Max campaigns are positioned to maximize ROI. The latest updates, announced by Google Ads, introduce new tools and features, designed to further optimize assets, enhance video ads, and offer greater campaign management flexibility. Below is a detailed breakdown of these improvements, which will benefit PPC professionals by streamlining creative testing, video performance, and campaign prioritization.
In-Depth Summary
- Optimize Assets Using Experiments and AI
- New experiments allow retailers to test asset performance beyond product feeds (images, videos, text).
- Beta release for retailers begins November 2024.
- Final URL expansion experiments now available, helping match user search intent to landing pages more effectively.
- Google’s Imagen 3 model provides improved image generation based on ad performance data.
- Shareable previews expand to product feeds and travel goals, enabling easier creative collaboration without a Google Ads login.
- Video Ad Enhancements with AI-Powered Tools
- Flip Videos: AI reformats videos into different aspect ratios to fit YouTube’s diverse inventory.
- Shorten Videos: AI selects key moments to create shorter versions, ensuring message consistency.
- Advertisers maintain control, with the ability to opt out or disable these enhancements across different campaign types (Performance Max, Demand Gen, App).
- Video Action campaigns and Demand Gen will see further enhancements in 2025.
- Improved Coordination of Performance Max and Standard Shopping Campaigns
- Ad Rank will now determine which campaign serves an ad when Performance Max and Standard Shopping campaigns target the same products.
- This update aligns Performance Max with other campaign types like Demand Gen, giving advertisers more control over campaign priority.
Helpful links for this Google update
Learn more about past Google updates
- Sep 2021 - Matching the Most Relevant Keyword to Every Search
- Oct 2021 - Link Your Zapier Account in the Google Ads UI
- Sep 2021 - Unlock Performance Insights with Enhanced Conversions
- Nov 2021 - Drive conversions across Google’s ad channels with Performance Max campaigns
- Nov 2021 - Customer Match is now widely available and easier to use
- Nov 2021 - Plan Across Your Entire Account with Performance Planner
- Nov 2022 - Building More Durable and Effective Audience Strategies in Google’s Ads Platforms
- Oct 2022 - Deliver More Helpful Search Ads by Adding Your Business Information
- Sep 2022 - Making it Easier to Manage Automatically Applied Recommendations
- Jul 2022 - Upgrade your Smart Shopping campaigns to Performance Max
- Mar 2022 - Reminder: Support for Expanded Text Ads Ends on June 30, 2022
- Feb 2022 - The New Privacy Sandbox Proposal: Topics for Interest-Based Advertising
- Feb 2022 - Google Partners: Evolving our partnership to serve you better
- May 2022 - Recap of Product Announcements from Google Marketing Live 2022
- Aug 2023 - Vehicle ads will be upgraded to Performance Max with vehicle feeds
- Aug 2023 - Get ready to upgrade your Discovery ads to Demand Gen
- Sep 2023 - Maximize views for your budget with Video View Campaigns on YouTube, now globally available
- Sep 2023 - Multiply your creativity with AI-powered tools for Search ads
- Sep 2023 - More information on Google Ads move to real-time bidding for apps
- Mar 2023 - New features to help you grow demand with Discovery ads
- Apr 2023 - First click, linear, time decay and position-based attribution models are going away
- May 2023 - Google I/O: Making AI helpful for everyone