Google introduces AIs in Performance Max: what you need to know

Performance Max are an innovative type of ad campaigns that enable them to reach higher value customers through the opportunities provided by machine learning and automation. Google is introducing new changes that see AI at the center of its advertising tools. 

New AI-based features will help companies create campaigns, simplify search ads, and improve creative. These experiences will make search smarter and easier and integrate ads directly into search results. Ads will be personalized for each stage of the search journey, providing users with more relevant and effective ads.

Performance Max assists the advertiser in optimizing performance in accordance with specified conversion goals, helping to increase both the number and value of conversions through real-time optimization across multiple platforms, leveraging the power of Smart Bidding. It allows you to aggregate your Google ads, from Display, Search, Gmail, Youtube and Maps, and optimize them to meet a goal. 

It is an automated bidding system based on Google's artificial intelligence that makes it easier to achieve increased conversions by continuously optimizing ad performance across all channels using Smart Bidding. 

However, even with this technology, the inputs provided to campaigns remain prioritized for successful strategies, including: audience segments, goals, creative, and conversion values considered optimal.

Performance Max leverages Google's advanced AI-based technologies to manage bids, budget, audience, creative, attribution and other aspects, customizing them to the specific advertising goal. For example, if you have a specific ROAS or CPA goal, performance is optimized according to those parameters, along with creative elements, audience demographics, and optional data feeds provided by you. 

Performance Max makes use of machine learning models to optimize bids and placements, with the goal of generating conversions or conversion value in line with the advertiser's specific goals. 

Ads run automatically across all Google ad networks, ensuring that the advertiser loads the necessary creative, including images, text and video, suitable for each type of Google Ads campaign.

Through this mode, we can provide important data, including information about your audience, including your customer data, high-quality text content, good images and video, elements that can make significant improvements in campaign performance. In addition, we have the ability to significantly influence the identification of priority types of conversions for your business by defining conversion values and establishing rules associated with them. 

It will be critical to pay special attention when defining our account-level conversion goals, as they will be used by Google PMax to determine automatic bids and achieve results in line with those goals. 

Account-level brand safety settings are also available, allowing you to alert Google Ads to the types of content along with which you want to exclude your ads from running.

• Data-driven attribution optimization across channels for touchpoints that provide the most incrementality and lead customers to make conversions.
• Machine learning models to make more accurate predictions about the most effective ads, audience segments and creative combinations.
• Performance Max asset reports: help understand which creative affects performance and optimize it to increase ROAS.
• Growing search trends: new insights that can help you understand variations in performance and adjust your overall business strategy.

Google is introducing a new natural language conversational experience within Google Ads that will generate relevant and effective keywords, titles, descriptions, images, and other elements for campaigns. A new natural language-based conversational experience will simplify the creation of ad campaigns by combining advertiser experience with Google AI to generate relevant suggestions such as keywords, headlines, descriptions, images, and other ad assets.

Google is also introducing generative AI into Performance Max to make it easier for businesses to create personalized assets and scale them in just a few clicks. Generative AI will be used to create and tailor search ads based on the context of a query, improving the relevance of ads. 
 

Generative AI has also been introduced in Performance Max campaigns, which have already delivered positive results at the business growth level. Advertisers using Performance Max achieve on average more than 18 percent more conversions for the same cost per action. With generative artificial intelligence, creating custom assets for Performance Max campaigns becomes even easier. Advertisers can provide their website and Google's artificial intelligence will learn information about the brand to populate the campaign with text and other relevant elements. It will even suggest new images generated specifically for the campaign.

Another improvement is the use of generative artificial intelligence for adaptive search ads (ACA). ACA already uses content from existing landing pages and ads to generate titles and descriptions. With the addition of generative artificial intelligence, ACA can create and adapt search ads more effectively based on the context of a query, improving ad relevance and staying true to the brand.

Google also reiterates the importance of user trust and Google Ads' commitment to providing AI-based products that preserve user privacy. Google is committed to the privacy front and is actively testing new privacy-preserving signals from the Privacy Sandbox to handle changes resulting from the deprecation of third-party cookies in Chrome. The goal is to provide privacy-preserving and artificial intelligence-based advertising products that help businesses succeed. 

If you need a hand in managing your ads campaigns, we-go is ready to help. Contact us now!