Google Performance Max gets new AI-powered video creation, asset testing

Google has announced major updates to its advertising tools, including the integration of its advanced Imagen 3 AI model to help with creative optimizations and new Performance Max capabilities.

Key updates:

• Imagen 3 integration for AI-powered image generation.
• Sharable ad previews for easier team collaboration.
• Enhanced video creation capabilities.
• New asset testing features for Performance Max.
• Updated campaign management tools.

Why we care. The new tools, like sharable ad previews and advanced asset testing, offer streamlined collaboration and optimization opportunities, while the enhanced campaign management features in Performance Max provide greater flexibility in balancing and prioritizing campaigns.

Dig deeper: AI and marketing: What the stats show

Creative tools.

• Imagen 3 AI model creates high-quality ad visuals.
• New sharable previews work without Google Ads login.
• AI automatically adapts videos for different formats and lengths.

Testing capabilities.

• Asset experiments for Performance Max (coming in beta).
• Final URL expansion testing.
• Performance impact measurement tools.

Campaign management.

• Ad Rank now determines serving priority between Standard Shopping and Performance Max campaigns.
• Improved flexibility in managing multiple campaign types.

What’s next. The asset experiments feature for Performance Max with product feeds will launch in beta later this year.

Bottom line. Google is betting big on AI to help advertisers create more effective campaigns while simplifying the creative and testing process.