Google announced several updates to Performance Max (PMax):
Asset generation is expanding globally in English with more languages to come. Image editing will just launch in the US in March, with global English expansion soon after. In the coming weeks, as Google updates its image generation models to Imagen 2, you’ll be able to generate lifestyle images with PMax that show people in action. Ad strength is changing to help advertisers better understand whether they have the quantity and quality of assets needed to maximize performance.
Generation of assets. In November, PMax introduced asset generation and image editing with artificial intelligence. This tool makes it easy to create text and image assets for campaigns. Leveraging Google’s Gemini AI model, PMax can now write longer headlines, with sitelink generation also rolling out soon.
Image 2. In a few weeks, Google will update its generation models to Image 2. With this PMax update, you’ll be able to create lifestyle images that show people in action. You can also use image editing to add backgrounds with unidentifiable people. And if you have images that perform well, you can generate more options to scale your creativity even further.
Ad strength. From now on, resource quantity and diversity will play a bigger role in determining ad strength for top performing campaigns. This adjustment recognizes the crucial role these factors play in maximizing the benefits of the wide range of inventory and formats offered on Google Channels.
Why we care You can take advantage of these new features to improve the quality of your ad creatives and optimize your campaigns more efficiently.
What Google says. Pallavi Naresh, Group Product Director, Google Ads, said in a statement:
“Top performing campaigns run across Google’s ad inventory, providing more opportunities for you to connect with customers.” “It’s important to have a wide variety of creative assets that meet the needs of different clients and formats. Great creative drives results: We’ve found that advertisers who improve their top ad strength performance to ‘Excellent’ see 6% more conversions on average.”
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