Google continues its frequent rollout of campaign-enhancing features. As of late, it has expanded Travel Feeds to include more useful information and launched AI-driven features to improve Ad campaign functionality and success. These include asset testing, optimized image generation, video optimisation options and an Ad-Rank system for Performance Max.
Google Broadens Travel Feeds
Google Ads updated its travel feed to include more detailed information for hotel advertisers. When advertisers’ Hotel Center is connected to Google ads, it will automatically pull information into the Search Ads format.
Now, hotel ads can show information about current availability and pricing, property images, customer ratings, and hotel details. Moreover, there are different designs available for the display format.
To test out this update, advertisers should connect their Google Ads account to Hotel Center, after which it will automatically pull information for the Travel Feed.
It will be beneficial to create subset feeds to link specific properties, and set URL parameters to track clicks.
However, your Hotel Center account must have a minimum price accuracy of “poor” to be eligible.
In the future, Google aims to add more travel-related information, such as attractions and car rentals.
AI-Powered Updates to Boost PPC Campaigns
4 new AI-driven features have been added early November to Performance Max Campaigns, listed below:
Asset Testing for Product-Feed campaigns
Advertisers will be able to see whether adding texts, images, and video content would improve campaign success. Moreover, Google is adding FINAL URL expansion testing. This assesses whether there are alternative user landing pages that better align with user intent.
Advanced Image Generation
Google is integrating its latest text-to-image AI model into the Google Ads platform. This update aims to produce more high-quality, effective visuals within Display Campaigns, Demand Gen, App, and Performance Max.
Video Optimization Features
Google will be adding tools to enhance videos, these include:
- Automatic ratio adaptation to different YouTube formats
- Elaborate control over video assets
- Smart video shortening that still highlights key messages - launching in 2025
Ad Rank-based system for Performance Max Campaigns
Instead of automatic prioritization of Performance Max Campaigns, Google is introducing an Ad Rank-based system. This will be useful when the same product is advertised on both Performance Max and Standard Shopping campaigns.
Moreover, they are enriching shareable ad previews by adding product feeds and travel objectives, which will enhance the creative review process.
Final Thoughts
It will be interesting to see how these features influence a campaign’s functionality and efficiency. Advertisers should be optimistic about these changes and test them within their campaigns, as they could potentially boost Ad campaign performance and drive clicks.
If you have any questions about these updates or want guidance on implementing them, please don’t hesitate to reach out to the AdPilot team.
Read more on these updates:
Google Rolls Out AI-Powered Updates To Performance Max Campaigns