Google Ads introduces new tools for Performance Max
TL;DR
- Global advertisers can now access detailed conversion data at the asset level.
- New asset-level conversion metrics and YouTube placement reporting will offer insights into campaign performance.
- Generative AI for image editing and asset creation will now be accessible globally in English.
- Integration with platforms like Typeface will streamline asset creation and implementation for Google Ads campaigns.
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Google is ushering in new updates to its advertising tools in a bid to enhance creative asset management and performance tracking for advertisers. These new features include advanced asset-level conversion reporting, expanded asset generation capabilities, and improved image editing functionalities.
Google’s conversion reporting
This new update will see the rollout of conversion metrics in asset-level reporting for Performance Max campaigns, giving advertisers insights into which assets drive the most conversions. This means that Performance Max campaigns will now include detailed data on how well each asset (such as ads, images, or videos) contributes to conversions.
Additionally, advertisers can now review YouTube placements to ensure their ads appear in suitable contexts while the third-party verification partners will help validate brand safety across both YouTube and Display ads.
Image editing tools
Previously, Google unveiled new image editing tools that allow users to remove or replace objects, expand backgrounds, and crop images to different aspect ratios. As a step further, these tools will be available in English to a global audience. More so, Google Ads will include editing tools in other languages, and campaign types, including Demand Gen campaigns soon.
Google’s generative AI tools
Google’s generative AI features will now be available for App and Display campaigns, in addition to Performance Max. This expansion includes an improved image generation model that leverages performance data to produce assets. According to Google Ads this tool “is purpose-built and fine-tuned on advertising performance data to help you generate better images and reach your performance goals faster.”
Additionally, Google Ads has simplified the process of creating ad assets, like text, images, and videos. For instance, advertisers previously might have to navigate through multiple steps and menus to upload images, write ad copy, and configure settings; However, with the new "Create" menu option, you can now do all this from a single interface.
Google’s new partnerships
Google Ads is also enhancing its creative workflow through new partnerships. According to Google Ads, the integration with Typeface, along with previous collaborations with platforms like Canva and Smartly, simplifies the process of creating and uploading assets. This partnership allows creative teams to produce and implement assets directly into Google Ads campaigns.