Google announced several update to Performance Max (PMax):
Asset generation. In November, PMax introduced AI-powered asset generation and image editing. This tool makes it easier to create text and image assets for campaigns. Leveraging Google’s AI model Gemini, PMax can now write longer headlines, with sitelink generation set to be rolled out soon as well.
Imagen 2. In a few weeks, Google is updating its generation models to Imagen 2. With this update on PMax, you will be able to create lifestyle images showing people in action. You can also use image editing to add backgrounds with non-identifiable people. And, if you have images that work well, you will be able to generate more options to scale your creative even further.
Ad Strength. Moving forward, the quantity and diversity of assets will play a more significant role in determining Ad Strength for Performance Max campaigns. This adjustment acknowledges the crucial role these factors play in maximizing the benefits from the wide range of inventory and formats offered across Google channels.
Why we care. You can leverage these new features to enhance the quality of your ad creatives and optimize your campaigns more efficiently.
What Google is saying. Pallavi Naresh, Group Product Manager, Google Ads, said in a statement:
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Deep dive. Read our Performance Max guide for more information on how it can drive conversions and maximize ROI.
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