Google’s Performance Max (PMax) has faced criticism, but recent updates suggest Google is addressing concerns about limited optimization and reporting options. A few months ago, I wrote about some transparency upgrades in PMax; last week, Google has released asset creation and placement enhancements.

The new enhancements focus largely on the AI tools for ad asset creation, aiming to improve advertisers' control over the components that PMax mixes together (such as text, images, and video clips). Despite historically cautioning advertisers about the dangers of AI generated ads, these tools will likely improve the ability to build and control these assets. Additionally, new asset-level conversion reporting will give a much-needed tool for ascertaining comparative performance. While dynamically created ad assets have their drawbacks, these improvements are commendable.

However, of particular importance are the new targeting and control features:

• Negative keywords at the account-level to exclude irrelevant queries; a significant lever to help control unwanted or low quality traffic.
• Campaign-level brand (and product term) exclusions, addressing the criticism of PMax’s ability to cannibalize high-performing brand traffic to augment its own metrics. While this may not resolve that entirely, it’s certainly a step in the right direction.
• Enhanced spend tracking, allowing you to monitor current and future spending alongside conversion forecasts. Budget control is essential in PMax, which can divert investments to areas not in line with advertiser strategies.

Advertisers should immediately implement account-level negatives and campaign-level brand exclusions, especially in accounts where performance has been underwhelming, variable or suspected of cannibalizing brand traffic. Additionally, explore the new opportunities in asset creation, but more importantly review the performance of existing assets – not only against each other, but against similar non-PMax brand campaigns.

Google is enhancing its advertising platforms, particularly for Performance Max campaigns, with new features to improve creative results and transparency.

Key updates include new reporting tools, such as conversion metrics in asset-level reporting and YouTube video placement reporting, along with third-party verification for brand suitability on YouTube and Display. Additionally, AI-powered creative tools have been expanded to include enhanced image editing capabilities and improved asset generation for multiple campaign types. A new partnership with Typeface will facilitate seamless asset creation and implementation.

These updates aim to help advertisers create more effective ads, understand their performance better, and ensure brand safety across Google’s ad network.