Google Ads is rolling out a new Video Enhancement feature for Performance Max (PMax) campaigns. This feature aims to improve video ad performance through automated adjustments.
Why we care. The feature is designed to optimize video creatives, but you may not want to give Google this level of control. So, depending on many caveats, it may be worth testing.
What’s happening. Advertisers reported seeing this feature in some campaigns, with the option being automatically opted-in by default.
Reactions. Some advertisers are wary of Google’s use of terms like “enhance” and “optimize,” suggesting a cautious approach to automated adjustments that could affect campaign outcomes.
- Odi Caspi, Founder at EffectiveMarketing.uk responded to this update – “Any time Google use terms like ‘Enhance’ or ‘Optimise’ I get nervous”
First seen. This update was first brought to our attention by Natasha Kaura on X:
Bottom line. As Google continues to introduce AI-driven enhancements to its ad tools, advertisers should monitor how these changes impact campaign performance, and adjust settings as needed to maintain control over their creative assets.
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About the author
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career started with
delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.
Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live and host of weekly podcast PPCChat Roundup.
She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.
