The Ultimate Guide to Performance Max Updates: Features You Can’t Afford to Miss

Suppose, as a paid search expert, your ads are out in the world, working hard to grab attention and drive results. But what if they could work smarter, not just harder? Google’s Performance Max campaigns are already a favorite for advertisers who want to tap into AI’s potential, but now they’re stepping it up with some exciting new features.

Think asset experiments to test what really clicks with your audience, AI-powered video enhancements to transform your creatives, and a smarter way to manage Performance Max and Standard Shopping campaigns together. 

On September 18, 2024, Google made some announcements at DMEXCO, along with a slew of new Performance Max features. 

Now these updates aren’t just minor changes—they’re tools designed to optimize your ads performance without piling on extra effort.

Today, we at Mavlers have our in-house SEM expert, Nitin Kumar, sharing insights on how to get the most out of your campaigns and understand how these updates might just be the game-changer you’ve been waiting for.

Let’s dive into the details and see how these new Performance Max features can take your advertising strategy to the next level.

1. Master the art of creative optimization

Great ads don’t just happen—they’re a result of testing, tweaking, and finding the perfect creative mix. Google’s latest Asset Experiments give you the tools to do just that. Here’s how you can level up your ad game!

Test extra assets to amplify your ads

Ever wondered if adding more visuals or video to your campaigns could boost performance? With this update, retailers can test adding new assets—like text, images, or video—to campaigns that previously relied only on product feeds. This feature will be launched in beta mode this November, giving you the power to see how additional assets impact campaign success.

Fine-tune landing pages with final URL expansion

Landing pages are where clicks become conversions, and now you can test if switching to a more intent-matching page drives better results. The Final URL Expansion experiment allows advertisers to test alternative landing pages effortlessly. Think of it as a data-driven way to discover what truly resonates with your audience.

Create stunning ads with AI-powered visuals

Google’s Imagen 3 AI tool takes ad visuals to the next level. This advanced text-to-image generator creates custom visuals tailored to your campaign goals, whether for PMax, Demand Gen, or App campaigns. No more generic stock photos—this tool helps you stand out and connect with your audience more effectively.

Shareable previews: Collaborate with ease

Collaborating on ads has become simpler. Shareable previews for PMax campaigns mean you can send your creative to team members or stakeholders—even if they don’t have a Google Ads login. This literally translates into faster approvals, fewer bottlenecks, and better results.

2. Transform video ads into engagement machines

Video advertising isn’t just about making ads—it’s about making them work harder for you. Google’s new AI-powered Video Enhancements help your ads perform across formats and platforms.

Flip and adapt videos with AI

Google’s AI can now adjust your video’s aspect ratio automatically. Whether it’s a horizontal YouTube ad or a vertical mobile video, your content is tailored for maximum impact without additional effort.

Shorter ads for greater attention

Sometimes, shorter is better. Google’s AI can create concise versions of your video ads by focusing on the most compelling moments, ensuring they grab attention while delivering your core message.

Maintain full control

Are you worried about losing creative control? Don’t be. You can now review, edit, or completely opt out of video enhancements. Whether you’re running PMax, Video Action, or Demand Gen campaigns, your brand’s voice remains uniquely yours.

3. Performance Max and Standard Shopping: A new way to play together

Google uses Ad Rank to determine which ad gets served when both campaign types target the same products. This means factors like bid, ad relevance, and landing page quality will decide the winner, not just the campaign type.

Here’s why this matters for you as an advertiser:

• Flexibility: You can now run both PMax and Standard Shopping campaigns without one overshadowing the other.

• Better relevance: Ad Rank ensures the most relevant, high-performing ad gets served based on user intent.

• Consistency across campaigns: This update aligns PMax with how it interacts with other campaign types, making management simpler and more predictable.

The road ahead

Whether you’re a seasoned advertiser or just getting started, these updates give you the tools to stay ahead of the curve. We now suggest exploring ~ Leveraging the Power of Google’s Demand Gen Campaigns: A Comprehensive Guide.