Google Ads is introducing a new Video Enhancement feature tailored for Performance Max (PMax) campaigns. This feature seeks to boost video ad performance by implementing automated modifications.
Why It’s Important: Although the feature is intended to optimize video creations, some may be hesitant to cede this level of control to Google. Depending on several considerations, it could be valuable to test this feature.
Current Developments: Some advertisers have noted the presence of this feature within certain campaigns, with automatic activation set as the default.
Feedback: A number of advertisers are cautious about Google’s vocabulary, particularly terms such as “enhance” and “optimize,” prompting a watchful stance towards automated changes that might influence campaign results.
- Odi Caspi, the Founder of Effective Marketing UK, commented on this update saying, “Any time Google use terms like ‘Enhance’ or ‘Optimise’ I get nervous.”
First Noticed: This update was initially highlighted by Natasha Kaura on platform X.
Conclusion: As Google continues integrating AI-driven improvements into its advertising tools, advertisers should keep an eye on how these alterations impact campaign effectiveness and adjust settings as necessary to retain control over their creative content.
About the Author:
Anu Adegbola has been the Paid Media Editor at Search Engine Land since 2024, covering areas such as paid search, paid social, retail media, and video marketing. Anu’s career began in 2008, focusing on digital marketing campaigns, primarily Paid Search, fostering strategies for maximizing ROI, and enhancing marketing department efficiencies through leadership within agencies, clients, and marketing tech environments.
Outside her editorial role at Search Engine Land, she is the founder of PPC networking event PPC Live and host of the weekly podcast PPCChat Roundup. Anu is also recognized as an international speaker at numerous conferences like SMX (US and Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, and AdWorld Experience (Bologna), among others.
