Google Ads is expanding its campaigns for maximum performance with new AI-driven features.
The focus of these updates is on asset testing, video optimization and campaign management.
The features arrive as advertisers prepare for the holiday shopping season.
Important updates
New asset testing features
Starting in early November, retailers will have access to new experimental features within Performance Max.
An important addition is the ability to measure the impact of additional assets beyond product feeds.
This means advertisers can measure the effectiveness of adding images, text and video content to product feed campaigns.
Google also runs tests to expand the final URL. This allows advertisers to evaluate whether alternative landing pages can achieve better conversion rates by matching user intent.
Advanced image generation
Google is integrating Imagen 3, its latest text-to-image AI model, into the Google Ads platform.
This update aims to generate more powerful visuals for Performance Max, Demand Gen, App, and Display campaigns.
The model was trained on advertising performance data to create more effective commercial images.
Video enhancement tools
Google Ads introduces automated video optimization features including:
- Automatic aspect ratio adjustment for different YouTube formats
- Intelligent video shortening while retaining the core messages
- Granular control over advanced video assets
These features are rolled out with built-in quality controls and opt-out options at the campaign and individual asset levels.
While most features are available immediately, video shortening for demand generation campaigns will launch in 2025.
Campaign hierarchy changes
There is a significant change in the interaction between Performance Max and Standard Shopping campaigns.
Instead of automatic prioritization for Performance Max campaigns, Google is introducing an ad ranking-based system.
This new system determines which ads will appear when both campaign types target the same products within an account.
Improved collaboration features
Google is expanding shareable ad previews to maximum performance campaigns that include product feeds and travel destinations.
This simplifies the creative review process by allowing access to the preview without requiring Google Ads credentials.
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These updates demonstrate Google’s commitment to AI-driven advertising, especially as businesses prepare for seasonal spikes.
This timely release suggests that Google Ads is focused on providing advanced tools to optimize holiday marketing campaigns.
Looking ahead
For advertisers currently using Performance Max, these updates offer new ways to optimize campaign performance with experimental features and improved creative capabilities.
Rollout begins immediately for most features. Specific tools such as retail asset testing will be available in early November, and video shortening for demand gen campaigns is expected to launch in 2025.
