Google has announced new AI-powered tools to assist advertisers in creating high-quality Performance Max creative assets at scale for campaigns across various marketing channels. This update was part of the Google Marketing Live 2024 event.
The enhancements to the Performance Max platform include generative AI capabilities that can expedite creative production by up to 5 times. Advertisers now have the option to incorporate brand fonts, colors, and images as guidelines for their creatives. Additionally, there are image editing features that allow for adding objects, adjusting backgrounds, and optimizing sizes and crops. For retailers, there is now a feature to automatically display product feeds in AI-generated creatives. Furthermore, new reporting and monitoring features have been introduced, such as location reporting and exclusions for YouTube videos, as well as asset-level reporting where conversion metrics for each creative asset can be tracked.
Google emphasizes the importance of creative assets for effective advertising performance and is leveraging generative AI to streamline and enhance the production process. The company notes that advertisers who upgrade their ads from “Best” to “Excellent” witness a 6% increase in conversions on average. An early beta tester, Event Tickets Center, was able to accelerate their creative production by 5 times using Performance Max’s AI asset generation tools during testing.
In addition to focusing on performance, Google also recognizes the significance of brand consistency. Hence, the introduction of new security barriers and editing capabilities within the platform. This move addresses the common complaint among search marketers regarding AI-generated ads and aims to offer faster ways for advertisers to upload creatives and align them with their branding in campaigns.
Overall, these updates from Google underscore the company’s commitment to enhancing the ad creation process and providing advertisers with more efficient and effective tools to reach their marketing goals. The advancements in AI technology are seen as a way to automate and optimize creative production, allowing advertisers to scale their campaigns across various channels with ease.
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