Google has recently announced several updates to its Performance Max (PMax) feature, including expanded asset generation, image editing capabilities, and changes to Ad Strength. These updates aim to enhance the quality of ad creatives and optimize campaigns more efficiently.
One of the key updates is the expansion of asset generation globally in English, with plans to include more languages in the future. This feature utilizes Google’s AI model Gemini to make it easier for advertisers to create text and image assets for campaigns. With PMax, advertisers can now write longer headlines, and sitelink generation will be rolled out soon.
Additionally, Google is updating its generation models to Imagen 2. This update allows advertisers to create lifestyle images that show people in action, adding a dynamic element to their creatives. Advertisers can also use image editing to add backgrounds with non-identifiable people. Furthermore, if advertisers have images that perform well, they will be able to generate more options to scale their creative efforts.
Another significant update is the change to Ad Strength. Moving forward, the quantity and diversity of assets will play a more significant role in determining Ad Strength for Performance Max campaigns. This recognizes the crucial role these factors play in maximizing the benefits from the wide range of inventory and formats offered across Google channels.
Pallavi Naresh, Group Product Manager at Google Ads, emphasized the importance of having a wide variety of creative assets that meet the needs of different customers and formats. Naresh stated, “Great creative drives results,” and advertisers who improve their Performance Max Ad Strength to “Excellent” see an average increase of 6% in conversions.
Advertisers can leverage these new features to enhance the quality of their ad creatives and optimize their campaigns more efficiently. By utilizing asset generation, image editing, and understanding Ad Strength, advertisers can connect with customers across all of Google’s ad inventory and drive better results.
For more information on how Performance Max can drive conversions and maximize ROI, readers can refer to the Performance Max guide provided by Google. Stay updated on the latest news in search marketing by subscribing to the daily newsletter from Search Engine Land.
