Google has announced the launch of AI-powered tools designed to generate and edit images in Performance Max campaigns. These features, which were initially previewed in November, are now available in English worldwide, with additional languages to be added later. Alongside these enhancements, Google is also improving its Ad Strength indicator to provide advertisers with more comprehensive insights into their ad assets, including both quantity and quality.
Performance Max campaigns will soon benefit from new capabilities enabled by Google’s Gemini and Imagen 2 AI models. These advancements aim to make text and image generation smarter and more efficient. With Gemini models, Performance Max will offer features such as long headline generation and upcoming sitelink generation, leveraging the reasoning capabilities of AI to craft compelling text assets. Additionally, Google is introducing Imagen 2, a new model that enables advertisers to create marketing visuals depicting people in active lifestyle scenarios. This model also allows for the creation of variations of existing top-performing images, providing advertisers with expanded creative options.
Pallavi Naresh, a Group Product Manager at Google Ads, emphasizes the importance of creative diversity in driving results. Advertisers who improve their Performance Max Ad Strength to “Excellent” see, on average, a 6% increase in conversions. To support creative diversity, Google is integrating Gemini machine learning models into the platform, enabling the automatic generation of varied, high-quality text and image ad assets.
Google is updating how it calculates Ad Strength scores for Performance Max campaigns, placing greater emphasis on the quantity and variety of ad assets. To optimize their asset mix, advertisers are encouraged to add more assets, including AI-generated adaptations of existing creatives, leverage design platforms like Canva, and incorporate video content, which can significantly boost conversions.
In March, Google plans to introduce a new feature that allows the sharing of advertising previews through links without requiring a Google Ads login. This feature aims to streamline the creative development process and improve collaboration between different teams working on ads.
As ad platforms become increasingly sophisticated, dedicating time and resources to thoughtful, creative development with the assistance of AI will become increasingly important. By leveraging AI-powered tools and focusing on maximizing both the quantity and quality of assets, advertisers can optimize the performance of their Performance Max campaigns and drive better results.