While most features are immediately available, video shortening for Demand Gen campaigns will launch in 2025.
Campaign Hierarchy Changes
There is a significant change in how Performance Max and Standard Shopping campaigns interact.
Instead of automatic prioritization for Performance Max campaigns, Google is introducing an Ad Rank-based system.
This new system determines which ads to serve when both campaign types target the same products within an account.
Improved Collaboration Features
Google is expanding shareable ad previews to Performance Max campaigns that include product feeds and travel objectives.
This simplifies the creative review process by allowing preview access without requiring Google Ads credentials.
Context
These updates demonstrate Google’s commitment to AI-driven advertising, particularly as businesses prepare for seasonal peaks.
This timely release suggests Google Ads is focusing on providing advanced tools for optimizing holiday marketing campaigns.
Looking Ahead
For advertisers currently using Performance Max, these updates provide new opportunities to optimize campaign performance with experimental features and improved creative capabilities.
The rollout starts immediately for most features. Specific tools, such as retail asset testing, will be available in early November, and video shortening for Demand Gen campaigns is expected to launch in 2025.