Recently, Google Ads announced a new set of tools and features for Performance Max campaigns. The changes have a global reach and aim to offer additional insights into ad performance alongside creative expansions.
Key features of the update
1. Asset-level conversion reporting : Advertisers can identify how well each part of their ad campaign is doing in generating conversions. This gives advertisers the opportunity to know which specific elements in their ads are performing well.
2. Reporting of YouTube video placements: With such kind of placements in the competitive video ads, the advertisers can have an exact view of where their competitive video ads are positioned precisely on YouTube. Also, they can make sure if their advertisement is viewed in a brand-safe environment.
3. Third-party verification: Google has opened up other companies for third-party verification to make sure about the ad placements and whether an ad should be placed on YouTube and Google’s Display Network, which actually makes an extra safety layer for advertisers.
4. AI-based image editing: Image editing tools based on Artificial Intelligence that use the technique to remove, add, or replace objects. This will help in producing images for advertisements much easier and quicker.
5. More asset generation: Full auto-creation of ad content tools are now not just limited to Performance Max campaigns but also available for App and Display campaigns to make a greater number of diversified ads, whatever the campaign type.
A blog post published on, 30 July 2024, by Pallavi Naresh, group product manager at Google, shared that the features are now available globally in English to all advertisers, with more languages coming later this year. Next month, more campaign types will be included other than Performance Max, with Demand Gen campaigns also receiving this feature.
“We’ve been expanding these generative capabilities beyond Performance Max; we added image generation earlier this year to Demand Gen campaigns. Asset generation is rolling out now in both App and Display campaigns. App campaigns will, subsequently, include improved asset reporting to help you make more informed optimization decisions,” she adds.
Earlier this year, it teamed up with creative platforms including Canva, Smartly, and Pencil, and now Typeface. Advertisers will be able to create content on Typeface and reuse that content in their Google Ads accounts, even the templates to make images and text to be used in Performance Max campaigns.
These new tools will no doubt bring some learning curve as advertisers get accustomed to. Google will be hosting a webinar regarding this on October 1, 2024. While this will be worldwide, with some languages not available initially, there will be more launched later this year.
