Google adds new asset testing to PMax to improve campaign performance

Google Ads has launched new creative capabilities to improve campaign performance, including asset testing for performance max (PMax) campaigns and AI-powered image creation. 

Retailers can now test adding creative assets including text, image, and video to feed-only campaigns through a beta programme available to interested advertisers. This can provide better insights to advertisers on which visuals would work best for key audiences. 

The aim of the new capabilities is to help advertisers create and use more assets that resonate with their audience. Advertisers can now use generative AI (genAI) to create more lifestyle images including of adults. 

Text prompts can be used to generate lifestyle imagery—such as ‘a person cooking’ – and all images are tagged with SynthID for transparency. Additionally, Google has implemented strict safeguards around sensitive content, including preventing the use of celebrities and minors. 

Matthias Wenninger, group head performance marketing manager, Mediaplus Performance Germany, said: “We can easily generate images tailored to specific audiences within the campaign creation process.

“The potential to significantly shorten the production cycles of creatives is no longer a fancy futuristic theory. It's already here. Today.”

Additionally, Google launched asset-audience recommendations for themes like nature and ocean based on audience preferences, which can help advertisers create more engaging and effective assets.