Google announces the launch of its AI-powered tools for generating and editing images in Performance Max campaigns.
These features, which were initially seen in November, are now accessible in English worldwide, with more languages to follow.
In addition, Google is improving its ad intensity indicator to provide advertisers with more information about their ad assets, including quantity and quality.
Here are all the details about the Google Ads updates announced today.
Gemini + Image 2 + Maximum performance
Performance Max will soon offer new capabilities enabled by Google’s Gemini and Imagen 2 AI models.
Text and image generation is smarter
With the addition of Gemini models, Performance Max will offer advanced features such as long title generation and the next generation of sitelinks.
These functions take advantage of Gemini’s reasoning capabilities to create text resources.
Image enhancement with AI precision
Google is updating its imaging technology with a new model called Imagen 2.
This model allows advertisers to create marketing images that depict people in active lifestyle scenarios.
Advertisers can also use Imagen 2 to make variations on existing top-performing images, expanding their creative options.
Diversity drives results
Pallavi Naresh, Group Product Manager, Google Ads, says that using a wide range of creative assets in campaigns can improve performance:
“Great creative drives results: We’ve found that advertisers who improve their top ad strength performance to ‘Excellent’ see 6% more conversions on average.”
Google is integrating Gemini machine learning models into the platform to support creative diversity in Performance Max campaigns.
This will improve Performance Max’s ability to automatically generate high-quality, varied image and text ad assets.
The variety of assets increases the strength of the ad
Google is changing the way it calculates Ad Strength scores for top-performing campaigns by putting more weight on amount i variety of advertising assets.
To help advertisers optimize their asset mix, Google suggests the following:
Add more assets, including AI-generated adaptations of existing creatives. Leveraging design platforms, such as Canva, that allow you to import images directly into campaigns. Video embedding, as Google says, at least one video in a campaign can increase conversions significantly.
To help advertisers use more video, Google is expanding the creation of automatically generated videos using Merchant Center product data to all eligible campaigns.
Upcoming feature: Share ad previews
In March, Google plans to launch a new feature that will allow you to share ad previews via links without logging into Google Ads.
This update could streamline the creative development process and improve collaboration between different teams working on ads.
looking ahead
For top-performing campaigns, the key advice based on Google Ads is to focus on maximizing both quantity and quality of assets.
Leveraging new generative AI capabilities to expand image and text options while carefully reviewing their relevance is likely the best path to improved performance.
As advertising platforms grow increasingly sophisticated, devoting time and resources to thoughtful creative development with the help of AI will become increasingly important.
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