Performance Max Rollout and Other AI Features for Google Ads Revealed
At DMEXCO 2023, one of Europe’s largest digital marketing events, Google announced exciting advancements, including the highly anticipated Performance Max rollout, in its AI-powered advertising tools. The goal? To give businesses better control and insights while helping them connect with customers at any stage of the buying journey. Whether you’re running a small business or overseeing a global enterprise, these innovations offer new opportunities to boost return on investment (ROI) with AI-driven strategies.
Here’s a breakdown of the five most important updates from Google’s DMEXCO announcements and how they’re set to change the game for marketers.
Improved Search Campaigns in More Languages with Gemini Models
Google Search remains a critical touchpoint for connecting businesses with potential customers exactly when they need your products or services. To optimise this process, Google is leveraging its Gemini AI models to streamline the creation of high-performance Search campaigns.
In particular, the search giant’s conversational AI tools have already made a significant difference for many businesses, allowing small advertisers to be 63% more likely to create ads with high Ad Strength ratings. But Google isn’t stopping there. Soon, this conversational AI experience will be available in German, French, and Spanish, allowing even more advertisers to harness its power across different markets.
Fueling Creative Campaigns with Generative AI
Marketing isn’t just about being present when customers are searching—it’s about sparking interest and engaging them throughout their journey. This is where Performance Max, Google’s fully AI-powered tool, comes in. It dynamically allocates budgets and optimises ad performance across Google’s entire ecosystem, helping advertisers get more out of their campaigns.
According to research, Performance Max has driven a 19% higher return on ad spend (ROAS) than other AI-powered social media campaigns. However, if your focus is on connecting with customers who aren’t actively searching, Demand Gen campaigns offer an excellent solution. These campaigns use visually rich, immersive storytelling on platforms such as YouTube, where users are more open to discovering new brands. Businesses that added Demand Gen to their strategy reported 14% more conversions on average.
What’s more, besides the Performance Max rollout, the search giant is expanding its AI-powered creative tools to enable advertisers to easily generate ad copy and images across six new languages. This increases their access to top-tier ad-creation tools in global markets.
Greater Creative Control for Your Brand
One major concern for advertisers using AI is maintaining creative control. Google’s latest updates put this concern to rest by giving marketers more input in shaping their ad assets. You can now upload up to five reference images to guide the AI in generating visuals that reflect your brand’s aesthetic.
Brand consistency is also a key priority. Google’s new brand guidelines feature lets businesses define essential elements such as logos, fonts, and colours to ensure visual consistency across various ad formats. For video ads, creative preferences let you pin specific assets to certain formats, ensuring that the right visuals appear in the right places.
Enhanced Performance Insights for Smarter Campaigns
As you know, creating ads is just one part of the equation—understanding their performance is another. Google’s Performance Max campaigns have become more transparent with deeper insights into what’s working and what isn’t. The search giant revealed that its new asset-level reporting will provide detailed conversion data for each ad asset, helping you identify which elements are driving results.
Furthermore, campaign performance insights are being simplified. Google has combined its reports, explanations, and recommendations into a single, easy-to-navigate dashboard. This gives advertisers a clearer view of campaign fluctuations and helps them address issues with tailored recommendations. Plus, a new feature called impression share reporting will show how often your ads appear compared to competitors so you can better understand your competitive position.
Taking Control of Campaign Management
As advertisers have long requested more control over their AI-powered campaigns, one of the most anticipated updates besides the Performance Max rollout is the introduction of campaign-level negative keywords for relevant campaigns. This feature, which will be released by the end of 2024, gives advertisers the ability to prevent their ads from appearing alongside irrelevant search queries, refining targeting and ensuring that ads reach the right audience.
In addition, Demand Gen campaigns are set to get even more powerful with omnichannel bidding, helping businesses maximise both in-store and online conversions. This added flexibility gives businesses the tools they need to tailor their campaigns and increase engagement across multiple platforms.
Finally, starting in October, advertisers will be able to buy Demand Gen campaigns via Display & Video 360. This expands the available options for businesses looking to reach audiences across different formats and platforms.
Enhance Google Ads Performance with AI
Google’s latest updates showcase the growing power of AI in digital marketing, offering advertisers more control, better insights, and the ability to scale their creative efforts. From improved language support to more transparent reporting, these tools are designed to empower businesses of all sizes to optimise their campaigns and achieve better results.
If you’re keen on leveraging the power of AI to boost your Google Ads campaigns, we at Springhill Marketing are here to help. Our team of digital marketing specialists will work closely with you to develop AI-driven strategies that maximise your ROI and streamline your ad performance. Get in touch today!
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