With the end of the year and the busy holiday season approaching, it is crucial for advertisers to get the most out of every euro in their marketing budget. Rapidly changing trends call for smart solutions, and the new features in Google’s Performance Max provide just that by fully leveraging AI-driven optimization.
Impact on businesses and organizations
The introduction of the new Performance Max features gives advertisers a clear advantage during peak moments. Research from TransUnion, for example, showed that advertisers in Retail and Consumer Electronics in the US achieved a 17% higher ROAS compared to other automated AI campaigns. With these improvements, companies can respond more quickly to search behavior and deploy relevant ads that generate more conversions. This is especially valuable during busy periods such as the holidays.
Smart optimization with Experiments and new asset testing
With the Experiments feature, companies can now test their campaigns and tailor them to specific goals. New experiments, for instance, demonstrate the impact of additional visual elements or a customized landing page. This enables marketers to effectively measure which improvements truly work, without requiring a lot of extra effort. Starting in November, this feature will be rolled out in a beta version for retailers.
Improved video ads thanks to AI
Video plays an increasingly important role in digital marketing, and Performance Max leverages AI to enhance videos for various formats and platforms. Google can automatically shorten videos or convert them to different aspect ratios without losing the core message. This feature helps advertisers generate more reach with existing content and increase visibility on YouTube.
Flexibility in campaign management
Performance Max now makes it easier to combine campaigns with Standard Shopping campaigns. Where Performance Max previously received automatic priority, the Ad Rank now determines which campaign is displayed. This gives advertisers more control to strategically deploy campaigns and achieve maximum results.
With these innovations, Google provides advertisers with valuable tools to optimize and enhance campaigns, especially in times when every conversion counts.