Google seem to be testing a new feature that could pull in social video creatives into Performance Max campaigns. Advertisers who have been setting up Performance Max are discovering that their video assets from the X (Twitter) ad account have appeared in their Google Ads account under a title called “Suggested” in the creative section.
These video assets have never been uploaded to Google. By this way, advertisers are getting to know that Google is experimenting with automation from platform to platform via creative sourcing.
This will streamline the entire campaign set up, which is a good thing, but will also bring in data use concerns.
How does it work? What is visible to the advertisers?
Those advertisers who experienced the update in the initial stages underwent several unexpected behaviours such as,
- The videos that were displayed on X ads started to appear in the form of suggestions under Performance Max assets.
- These video assets have been automized in a way that they automatically appear on the linked YouTube channel without advertiser action.
- A transparency message that discloses the origin, like the video is from xx ad platform and is sourced by a yy third party provider @yy. This is how the message will appear.
- A legal right to reuse the video within Google ads
By this way, Google is joining hands with third party ads to surface social assets like videos to Pmax and make it more relevant and improve performance.
What does Google have to say about this?
Google Ads Liaison, Ginny Marvin, makes sure that this is a part of the experiment, making it easier for advertisers to set up. She also says, “add their own existing, high-performing social video assets into their Google Ads campaigns.”
She also clarifies that the ads from X have nothing to do with Google Display Network but are only being used as a reference.
Why does it matter?
If this update comes to live this could change the Performance handles. It could be,
- Faster and easier
Advertisers who are running active campaigns on various platforms can gain out of winning existing campaigns instantly without any manual uploads. - Smarter creative reuse
With the help of existing social videos that perform well, Pmax can get better signals and this could lead to better results. - Better transparency
- Know about what is the role of sourcing?
- Required permissions
- The level of control advertisers has over automated assets
These are a few things that matter when it comes to auto sourcing a social asset.
Coming to an end, as of now, this update is only at the experimental phase and will be visible to a very few advertisers. But Google is planning to automate Performance Max with the complete creative ecosystem. If this update comes to live, the advertisers will be able to benefit out of the ads they build in a smarter way. But always have to keep an eye on it to know where the data is being used and from where the data comes from.
