• by Laurie Sullivan  @lauriesullivan, October 23, 2024

Google has kept its promise to advertisers as the holiday season gets underway by expanding on AI tech features across its ad products that will assist in reaching valuable audiences and achieve better campaign results.

Today’s announcement focuses on new Performance Max features such as shareable ad previews, assets experiments, video improvements and more.

Google Ads has integrated Imagen 3 into the platform. The text-to-image model created by Google DeepMind generates high-quality images from natural-language prompts.

Shareable ad previews has also launched. The feature, announced earlier this year, is being rolled out to make it easier for teams to collaborate on ad creative. Anyone can view a preview even without a Google Ads login. The idea is to simplify creative review and approval processes. 

Performance Max got a boost from AI-powered video creation and asset testing. Google AI can now automatically create different versions of existing video ads and adapt them for a variety of formats and lengths to reach more viewers across YouTube and Google's network.

The company says asset experiments for Performance Max with product feeds will launch later this year. This feature will help advertisers test different combinations of assets in the platform to analyze the impact of campaign performance, and then use final URL expansions to help measure the impact of visual and text assets beyond product feeds to determine whether to replace final URL, a destination that people reach after clicking on the ad, with a more relevant landing page.

Google said it is changing the way Performance Max and Standard Shopping campaigns interact. Performance Max campaigns will no longer be automatically prioritized when advertisers run it while running Standard Shopping campaigns in the same account targeting the same products.

Ad Rank instead will determine which campaign serves an ad. This is consistent with how Performance Max works together with other campaign types like Demand Gen, the company said.

Google is expected to report Q3 2024 earnings Tuesday.