Google Ads is introducing new features for Performance Max campaigns as the holiday season approaches, focusing on maximising marketing ROI through AI enhancements. These updates aim to help advertisers adapt to rapidly changing consumer trends. Key Features include:

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Asset Optimisation

Advertisers can now conduct experiments to test the effectiveness of adding various assets—such as images, text, and videos—to their campaigns. This feature will be available in beta for retailers starting in early November. The Final URL expansion feature is also now generally available, allowing advertisers to test more relevant landing pages to improve user engagement.

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Enhanced Visuals

Google is updating its image generation capabilities with Imagen 3, its advanced text-to-image model. This aims to create high-quality visuals that resonate better with audiences across Performance Max, Demand Gen, App, and Display campaigns.

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Video Ad Improvements

New AI-powered features will allow advertisers to automatically create multiple versions of existing video ads for YouTube. This includes:

1. Flipping video formats to fit various aspect ratios while maintaining key elements.
2. Shortening videos by selecting essential moments without losing the original message.
3. Advertisers have control over these enhancements and can opt out or remove specific videos from their campaigns.

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Flexible Campaign Management

A significant change in how Performance Max and Standard Shopping campaigns interact has been implemented. Performance Max will no longer be automatically prioritised when both types target the same products; instead, an Ad Rank system will determine which ads are served.

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The rollout of these features begins immediately, with some specific tools set to launch in early November and others in 2025.

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