Google introduced new AI-powered tools to help advertisers quickly produce high-quality, top-performing creative assets at scale for campaigns across marketing channels. This was one of several announcements today at Google Marketing Live 2024.
What’s new. Updates to the Performance Max platform include:
Generative AI capabilities to accelerate creative production speed by up to 5x. Options for advertisers to embed branded fonts, colors and images as banners. Image editing features to add objects, expand backgrounds and optimize size/crop. For retailers, the ability to automatically display product feeds in AI-generated ad messages. More reporting and control functionality: YouTube video location reporting and exclusions. Asset-level reporting: You’ll see conversion metrics for each creative asset.
The general picture. As the variety of creative assets becomes crucial to successful ad performance, Google relies on generative artificial intelligence to help automate and streamline labor-intensive production processes.
What Google is saying: According to Google:
“Advertisers who upgrade their maximum ad performance to excellent see 6% more conversions on average.”
In practice Event Tickets Center, an early beta tester, was able to accelerate creative output by 5x using Performance Max’s AI asset generation tools, according to Google testing.
between the lines While performance is key, Google also recognizes brand consistency, hence the new editing and brand protection capabilities.
Why we care While the adoption of Performance Max has increased over the past year, AI-generated ads have been a common complaint among search marketers. Advertisers will be happy to see this in the works, as well as faster ways to upload creative and embed their brand in campaigns.
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About the author
Anu Adegbola has been a paid media editor for Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career began with
deliver digital marketing campaigns (primarily but not exclusively paid search) by creating strategies, maximizing ROI, automating repetitive processes and making all marketing departments efficient through inspirational leadership both on the agency, client and marketing technology side.
Outside of Search Engine Land article editing, she is the founder of the PPC networking event: PPC Live, host of weekly podcast PPCChat Roundup, ibRand Evangelist at ClickTech.
He is also an international speaker with some of the stages he has presented being SMX (USA), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Live Chat, AdWorld Experience (Bologna) and more.
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