In the fast-paced world of digital advertising, staying ahead of the game and creating compelling creative assets can be a challenge. That’s why Performance Max, Google’s AI-powered campaign, is introducing new generative AI features to help marketers generate and enhance their creative vision. With the ability to create headlines, descriptions, and images in just a few clicks, Performance Max makes it easier than ever to scale and build high-quality assets that drive performance. Whether you’re a small business or a large enterprise, these new features will empower you to experiment, adapt, and tell compelling stories that resonate with your audience. Plus, with the added flexibility to enhance existing assets and AI-powered image-editing capabilities, the possibilities are endless. So get ready to unleash your creativity with Performance Max and take your digital advertising to new heights.
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Asset Generation Capabilities
In the world of digital marketing, creating compelling and engaging assets is crucial to reaching your target audience effectively. Fortunately, with the latest advancements in generative AI, asset generation has become easier and more efficient than ever before. With Performance Max, you have the power to create headlines, descriptions, and images that bring your creative vision to life.
Creating headlines, descriptions, and images
One of the key capabilities of generative AI is the ability to create headlines, descriptions, and images for your advertising campaigns. This means that you no longer have to rely solely on your own creativity and resources to generate compelling content. By leveraging AI technology, you can produce high-quality assets in seconds that resonate with your audience and drive performance.
Bringing creative vision to life
Generative AI allows you to bring your creative vision to life by providing you with the tools and resources you need to experiment with new concepts and ideas. Whether you’re looking to try out different types of images, messaging, or even build your creatives from scratch, Performance Max empowers you to take control and make decisions that align with your brand and campaign objectives.
Improvements and new features
At Google, we are constantly working to improve our AI technology and introduce new features that enhance the asset generation capabilities of Performance Max. Through feedback from our customers and continued investment in AI, we have rolled out updates such as campaign-level brand exclusions, asset group reporting, and search themes. These improvements aim to make Performance Max even better at helping you scale your marketing efforts and drive high-quality asset creation.
Rolling out generative AI features
We recently announced the rollout of generative AI features in Performance Max, which are now available as a beta to all customers in the US. This update brings even more power and efficiency to your asset generation process, allowing you to create and scale new assets in just a few clicks. With Performance Max, you can leverage the expertise of Google AI to generate assets that reach customers across all Google’s performance inventory and formats.
Beta rollout in the US
Performance Max’s generative AI capabilities are currently available as a beta to advertisers in the US. This means that you have the exclusive opportunity to explore and utilize the advanced features of AI-powered asset generation before they are rolled out globally. Take advantage of this beta rollout to unlock the full potential of Performance Max and take your advertising campaigns to new heights.
Creating and Scaling Assets
In the realm of digital advertising, having a variety of assets is key to running successful campaigns. With Performance Max, you have the ability to generate and scale assets quickly and efficiently, allowing you to optimize your cross-channel campaigns effectively.
Importance of asset variety
Having a diverse range of assets in your campaign is crucial for attracting and engaging your target audience. With Performance Max’s asset generation capabilities, you can create a wide range of assets, including headlines, descriptions, and images, to ensure that your ads resonate with your audience across various platforms and formats.
Challenges of creating and scaling assets
Creating and scaling assets can be a daunting task, especially when managing a cross-channel campaign. It requires time, effort, and resources to develop compelling and high-quality assets that drive performance. However, with the power of generative AI, you can streamline this process and generate new text and image assets for your campaign in just a few clicks.
Generating new text and image assets
Thanks to generative AI, Performance Max enables you to generate new text and image assets effortlessly. With the help of Google AI, you can create headlines, descriptions, and images that align with your campaign objectives and capture the attention of your target audience. This feature allows you to save time and resources while still producing high-quality assets that drive performance.
Using performance data for asset suggestions
Performance Max takes into consideration the performance data of your campaigns when suggesting or generating assets. By analyzing the data, Performance Max can provide insights and recommendations on which assets are likely to perform well and drive better results. This data-driven approach helps you optimize your assets and improve the overall performance of your campaigns.
Maintaining control over assets
While Performance Max’s generative AI capabilities provide you with the tools to create and scale assets, you are always in control of the assets added to your campaign. You have the final say in which assets to incorporate, ensuring that they align with your brand guidelines and creative vision. Additionally, Performance Max generates unique images for your business or client, ensuring that you have personalized assets that stand out from the crowd.
Unique and personalized images
With generative AI, Performance Max generates unique images for your business or client. Each image created by Google AI is distinct and tailored to your specific needs, ensuring that your assets are unique and personalized. This level of customization allows you to stand out in the competitive advertising landscape and make a lasting impression on your target audience.
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Enhancing Existing Assets
In addition to generating new assets, Performance Max also provides you with the flexibility to enhance your existing assets. This means that you can leverage AI-powered image-editing capabilities to experiment with new variations and update your images to stay relevant to your audience.
Flexibility to enhance generated and existing assets
Performance Max gives you the freedom to enhance both generated and existing assets with AI-powered image-editing capabilities. Whether you want to make small tweaks or completely transform your assets, the image editor in Performance Max allows you to experiment and iterate on your creative concepts effortlessly.
AI-powered image-editing capabilities
With AI-powered image-editing capabilities, you can test new variations of your usual hero images at scale. This allows you to iterate and optimize your assets to maximize their impact and performance. Whether it’s adjusting the background, composition, or elements within the image, the image editor in Performance Max empowers you to explore new creative possibilities.
Testing new variations at scale
Performance Max enables you to test new variations of both existing and generated assets at scale. This means that you can experiment with different combinations of headlines, descriptions, and images to find the optimal combination that resonates with your target audience. By testing and iterating on your assets, you can continuously improve their performance and drive better results for your campaigns.
Updating images for relevant seasons
With Performance Max, you can easily update your images to align with relevant seasons and events. For example, if you’re a retailer preparing for the holiday shopping season, you can leverage AI-powered image editing to include different variations of winter scenery in your assets. This ensures that your assets remain relevant and timely, capturing the attention of your audience during important shopping periods.
Access to image editing by 2024
By early 2024, all Performance Max accounts will have access to image editing capabilities through the Google Ads asset library. This means that you can seamlessly edit and enhance your images within the Google Ads platform, eliminating the need for external software or tools. The integration of image editing capabilities makes it even more convenient for you to optimize your assets and drive better performance.
Shareable previews for all assets
To streamline the creative review workflow, Performance Max will soon introduce shareable previews for all assets, including generated ones. This feature simplifies collaboration between agencies and in-house marketing teams by allowing easy sharing of creative concepts. With shareable previews, you can gather feedback and make informed decisions about which assets to include in your campaigns, ensuring that your creative vision is consistently aligned.
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Bringing Creative Vision to Life
Being able to bring your creative vision to life is vital in creating impactful and memorable advertising campaigns. Performance Max empowers you to experiment with new creative concepts, change backgrounds, and maximize the impact of your assets.
Generating and changing backgrounds of images
With Performance Max, you have the ability to generate and change the backgrounds of your images. This feature allows you to experiment with different visual elements and create captivating assets that capture the attention of your audience. By leveraging generative AI, you can easily customize the background of your images to align with your campaign objectives and creative vision.
Quickly trying new creative concepts
Performance Max enables you to quickly try new creative concepts on top of your existing assets. Whether you’re an agency or a brand, you can generate new headlines, descriptions, and images that complement your current assets. This allows you to test and iterate on different variations to discover what resonates best with your audience and drives better campaign performance.
Using image editing for variations
In addition to generating new assets, Performance Max provides you with image editing capabilities to try variations of both existing and generated images. This means that you can optimize and enhance your assets to maximize their impact and learnings. Whether it’s adjusting the composition, colors, or other elements within the image, image editing empowers you to fine-tune your assets to align with your creative vision.
Building assets from scratch
For businesses with limited creative resources, Performance Max offers the ability to bring your creative vision to life from scratch. With just a few prompts, you can generate high-quality assets in seconds that serve as the foundation for your creative concepts. This allows you to build out your campaign’s assets without the need for extensive creative resources, enabling you to launch effective campaigns quickly.
Maximizing impact and learnings
Performance Max ensures that you can maximize the impact of your assets and learn from their performance. By experimenting with new creative concepts, generating variations, and using image editing capabilities, you can continuously iterate on your assets to optimize their performance. This enables you to drive better results from your campaigns and gain valuable insights and learnings for future optimization.
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Safe and Transparent Use of Generated Assets
As generative AI becomes an integral part of asset generation, ensuring the safety and transparency of its use is paramount. Performance Max is developed in line with AI principles and practices to maintain a safe and ethical environment for asset generation.
Development in line with AI principles and practices
Google is committed to developing AI in a responsible and ethical manner. Performance Max’s generative AI features are developed in line with Google’s AI principles and practices, focusing on fairness, accountability, and transparency. This ensures that the use of generative AI in asset generation is conducted in a responsible and reliable manner.
Identifying generative AI images
To provide transparency, all images created with generative AI in Performance Max are identified as such. This allows users to distinguish between images generated by AI and those created through other means. By clearly indicating that an image was generated using AI, Performance Max promotes transparency and builds trust with advertisers and their audiences.
Watermarking and metadata
To further enhance transparency, Performance Max uses watermarking and metadata to indicate that an image was generated by AI. Watermarking allows for the invisible marking of images, ensuring that they are easily identifiable as generative AI creations. Additionally, open standard metadata is included in generative AI images, providing valuable information about their origin and creation process.
Preventing engagement with inappropriate or sensitive prompts
Performance Max has built-in guardrails to prevent the system from engaging with inappropriate or sensitive prompts. This ensures that the generated assets remain within the boundaries of policy compliance and ethical guidelines. By preventing engagement with inappropriate prompts, Performance Max maintains a safe and reliable environment for asset generation.
Enforcing policy compliance
All ads created with generated assets, including those generated through Performance Max, are subject to Google’s existing Ads policies. This ensures that all assets meet the necessary guidelines and restrictions before being served to the audience. Any violation of the Ads policies will result in enforcement actions, further reinforcing the commitment to policy compliance and safe advertising practices.
Opportunity to review all generated assets
Performance Max provides you with the opportunity to review all generated assets before running them in a campaign. This ensures that you have complete control and oversight over the assets that are included in your advertising campaigns. By reviewing the assets, you can make informed decisions and ensure that they align with your brand guidelines and campaign objectives.
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Availability and Empowerment
Performance Max’s generative AI capabilities are available in beta to advertisers in the US, allowing them to tap into the power of AI for asset generation. This release empowers marketers of all sizes to scale their creative ads across performance inventory and formats, bringing their creative visions to life.
Beta availability in the US
The beta rollout of Performance Max’s generative AI features is currently available to advertisers in the US. This exclusive opportunity allows advertisers to access and explore the advanced capabilities of AI-powered asset generation before a global rollout. By participating in the beta, advertisers can gain a competitive edge and harness the full potential of Performance Max.
Scaling creative ads across performance inventory
Performance Max’s generative AI capabilities enable advertisers to scale their creative ads across all of Google’s performance inventory and formats. This means that you can reach your target audience effectively and efficiently, regardless of the platform or format they engage with. By utilizing AI-powered asset generation, you can expand the reach and impact of your creative ads across multiple channels.
Bringing creative vision to life
With Performance Max, you have the power to bring your creative vision to life. By leveraging generative AI, you can experiment with new concepts, change backgrounds, and optimize your assets to maximize their impact. This empowerment enables you to create engaging and memorable advertising campaigns that resonate with your target audience.
More information in Google Ads Help Center
For more information on asset generation in Performance Max, you can visit the Google Ads Help Center. The Help Center provides comprehensive resources and guidance on utilizing the generative AI capabilities of Performance Max effectively. Whether you’re new to AI-powered asset generation or looking to enhance your existing strategies, the Help Center is a valuable resource for advertisers.
AI Essentials
Google also offers AI Essentials, a collection of resources designed to help marketers understand and utilize AI in their advertising efforts. AI Essentials provides insights and best practices on incorporating AI into various aspects of advertising, including asset generation, audience targeting, and campaign optimization. By exploring AI Essentials, you can further enhance your knowledge and expertise in AI-powered advertising.