Performance Max Campaigns: Video Integration Boosts Conversions
Google Ads this month has emphasized the importance of video in Performance Max campaigns, citing a 12% average conversion uplift for advertisers who include at least one video.
The announcement outlines three methods for incorporating video assets: uploading existing content, using the built-in video creation tool, and leveraging auto-generated videos powered by AI.
Why Video Matters:
- Consumer behavior across platforms demands engaging formats like video.
- Studies show an average 12% conversion increase for campaigns with video.
Video Inclusion Options:
- Upload Existing Video:
- Utilize existing assets or create new ones.
- Google AI automatically resizes and trims for optimal reach.
- Follow best practices for action-oriented video ads.
- Video Creation Tool:
- Integrated directly into campaign workflows.
- Offers templates, text/music/voiceover options, and previews.
- Watch a demo video for detailed instructions.
- Auto-Generated Video:
- Ideal for limited creative resources or time constraints.
- Google AI uses existing assets (images, text, product listings) to generate videos.
- Group assets thematically for content direction.
- AI selects elements like template, colors, fonts, and music for optimal audience engagement.
This information empowers advertisers to utilize video effectively within Performance Max campaigns, potentially increasing campaign performance and conversion rates.
. Written by Luís Daniel Rijo. Follow PPC Land on LinkedIn.
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