Performance Max is a campaign type designed by Google for performance advertisers, providing access to all Google Ads inventory within a single campaign. It complements keyword-based search campaigns, helping advertisers reach converting customers across various Google channels, including YouTube, Display, Search, Discover, Gmail, and Maps.
Performance Max is a game-changer for businesses looking to boost conversions and drive results. This innovative campaign type leverages the power of Google AI to:
- Manage everything from a single campaign, making advertising simpler and more efficient
- Expand your reach beyond search ads with placements on YouTube, Display Network, Discover, Gmail, and Maps
- Ensure your ads are shown to the right people at the right time, maximizing your return on investment (ROI)
- Adapt to deliver the results you crave, whether you prioritize sales, leads, or website visits
New Updates to Performance Max Campaigns
Recent updates that were announced to Performance Max campaigns include the following:
- AI-powered asset generation and image editing
Performance Max introduces AI-powered tools for easy creation of text and image assets, launched in November. The feature is now globally available in English, with more languages to follow. Image editing will complete its U.S. rollout in March, followed by global expansion.
- Enhanced capabilities with Gemini model
Performance Max is upgrading asset generation with Google’s advanced AI model, Gemini. This includes the capability to generate long headlines, and soon, sitelink generation. These features use Gemini’s sophisticated reasoning capabilities for improved text asset creation.
- Next-level image generation with Imagen 2
Future upgrades to image generation models, specifically Imagen 2 adapted for Google Ads, will enable the creation of lifestyle imagery featuring people in action. Image editing will also include background generation with people. Advertisers can generate new options similar to well-performing existing images, maintaining control over their campaigns.
- Guidelines and Safeguards
Advertisers are also reminded of content creation limitations, including the prohibition of violent, misleading, or otherwise prohibited content as per Google Ads policies. Named individuals, including celebrities and public figures, cannot be generated. Google utilizes technologies like Imagen2 and SynthID, developed by Google DeepMind, to identify AI-generated images and maintain accountability.
Google Recommends 3 Ways to Improve Asset Variety
- Enhance asset variety: Implement new recommendations to incorporate a diverse range of assets, including suggestions from your website, an asset library, and stock images. Soon, AI-generated assets, such as adapted versions of your existing assets, will be seamlessly integrated to enrich your creative options.
- Streamlined creative process: Partnering with design platforms like Canva, we are simplifying the creative process. An upcoming Canva integration app will allow you to initiate your design in Canva and effortlessly publish images directly into your Performance Max campaign. Access Canva’s extensive library and tailored templates to meet specific creative specifications for optimal asset variety.
- Boost conversions with videos: Boost your Performance Max campaigns by incorporating videos. Advertisers who include at least one video experience an average increase of 12% in total additional conversions. Performance Max’s use of Google Merchant Center product feeds for auto-generated videos is expanding, providing retailers with compelling content on YouTube. Check asset group details for Google AI-created videos, or utilize video creation tools to upload your own for a personalized touch.
A professional digital marketing services company uses Performance Max Campaigns as a powerful tool to optimize their advertising efforts across various online channels.
Performance Max uses machine learning algorithms to optimize bids and placements across all these channels in real time. This ensures the ads are shown to the most relevant users, maximizing the potential for conversions.
