Google Performance Max, also called Pmax, is a way for marketers to access their full inventory of Google Ads from just one consolidated campaign. It’s a unique campaign type that’s automated and uses the power of machine learning to optimize bids and placements in real-time. It’s the only campaign type that allows you to reach users across Google’s inventory which includes Search, Display, Discover, Gmail, YouTube, and Maps.
What Has Been Upgraded in Pmax?
At Google Marketing Live 2024, Google introduced tools powered by generative AI to help automate and streamline production processes that are labor-intensive. Upgrades to Pmax include:
- Speed. Creative production speed can be increased by as much as five times by using generative AI to create text and images.
- Imagery options. Brand colors, imagery and fonts now have options to be incorporated as guardrails.
- Image editing features. Improvements in image editing allows advertiser to optimize cropping and sizing. You also have the ability to extend backgrounds and add objects to your images.
- Product feeds. Retailers can display product feeds automatically in creative generated by AI.
Upgrades also include more functionality and control in reporting. This includes asset level reporting with clearer conversion metrics and placement reporting for videos on YouTube. There are new strategic features that are aimed at optimizing performance. Some enhancements provide detailed demographic insights to help marketers target high-value customers. The improved capability of AI allows for campaign adjustments in real-time.
Ad Creation Improvement
The new suite of generative AI tools are intended to help marketers improve targeting and ad creation, leading to enhanced campaign performance. Custom images can be designed from simple prompts. To provide transparency, all images created with generative AI will be identified as being AI-generated.
Image editing capabilities give you a chance to try different variations of your existing images as well as newly generated images. This makes it easier than ever for marketers to experiment with creatives in a matter of minutes and to create relevant, attention grabbing ads.
Google states that those who improve the strength of their Pmax ads to Excellent see an average of 6% more conversions. Results from early beta testers have been promising, with advertisers reporting that when the new asset generation tools were used, creative production speeded up significantly.
The powerful generative AI tools that are now available can help to enhance the personalization of ads. These tools can also streamline creative production and optimize campaign performance.
To stay competitive in an ever-changing marketplace, take advantage of new tools as a method of improving creative processes and ultimately obtaining better results from your campaigns. As you use these new tools, include testing of AI-generated content versus traditional content and let the results of your testing guide your creative decisions.
Developments in generative AI are meant to assist human creativity, not replace it. AI makes it easier to produce immersive ads that align with the standards of your brand and perform well. For expert guidance with PPC and using AI tools, and for help growing your online presence and business, contact Softline Solutions today.
