Google has announced the addition of Gemini generative AI models to Performance Max

February 26, 2024 by
Frank Calviño

Google has announced the addition of Gemini generative AI models to Performance Max with the goal of helping agencies and advertisers create high-quality materials at a larger scale in this type of campaign in Google Ads.

As the company reported in a blog post, AI innovation is helping our advertisers create more effective campaigns and generate creativity with the volume, speed, and variation needed to engage consumers in relevant ways. In turn, he stressed.

"Performance Max campaigns run across Google's entire ad inventory, providing more opportunities to connect with customers. It's important to have a wide variety of creative assets that meet the needs of different clients and formats. A great creative piece generates results: we found that advertisers who upgrade the Ad Strength rating of their ads from Performance Max to Excellent get, on average, 6% more conversions," explained Google.

Google bets on AI-assisted services 

In November, Google already announced the launch of AI-assisted asset generation and image editing in this type of campaign. For now, it will be available in English and will soon be extended to other languages. In March, image editing will be fully implemented in the United States, and shortly thereafter, it will be extended to the rest of the English-speaking markets.

Thanks to the addition of Gemini, Google's image generation tool, Image 2 will be adapted to Google Ads and will allow the generation of images of everyday life showing people in action for a Performance Max campaign. Similarly, image editing will also include the ability to generate and add backgrounds with unidentifiable people. "We do not allow the generation of images of identifiable people, including celebrities and public figures," they have explained. 

Gemini will have limits for image generation 

In this context, they have pointed out that advertisers will not be able to generate resources to create content that promotes violence, counterfeiting, and, in general, those prohibited in Google Ads policies and guidelines for the use of Google's generative AI, and watermarks will be used to inform users when an advertising creative has been created with AI.

In addition, the Ad Strength indicator has been improved, which makes it possible to identify in a quantified way the creative resources that drive the results of a campaign, and in whose weighting the amount and variety of resources for a campaign will have more weight. In fact, advertisers who use piece generation when creating a campaign with Performance Max are 63% more likely to launch a good or excellent campaign with Ad Strength.

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