Gemini AI
: a revolution for Performance Max campaigns?
Media Director
Media Expert
The introduction of Gemini AI in Google Performance Ads has generated great expectations and questions about its impact on advertising campaign optimisation. While artificial intelligence has been a cornerstone of Google Ads for several years, Gemini promises to push campaign efficiency further by automating and multiplying creative assets while considering historical performance. Antoine Forêt, Media Director at Vanksen, and Benoît Wadeleux, Senior Media Expert, share their thoughts on this innovation and its impact on campaign performance.
AI at the heart of Google Ads
As Antoine and Benoît remind us, AI is not new to Google Ads. For several years, conversion-optimised bidding systems have automatically adjusted budgets based on user behaviour. Optimisation insights also help improve campaigns in an automated way. Gemini aims to go even further by speeding up the creation of ad content.
According to the experts, Gemini not only enables the multiplication of ad variations but also leverages account history to propose the most suitable headlines, descriptions, and visuals for the target audience. This automated approach promises greater creative flexibility and improved ad quality, although the quality score assigned by Google doesn't always guarantee better performance.
Towards longer headlines and sitelinks
Another major advancement announced by Google is the ability to generate longer headlines and sitelinks via Gemini AI. These new features should allow advertisers to benefit from automatically generated content based on destination URLs and page content. This innovation aligns with the success of Dynamic Search Ads (DSA), which are already effective in generating headlines and keywords based on indexed pages.
Our media experts believe this technology will accelerate content creation and increase relevance. However, optimising ad content does not eliminate the need to optimise website content. It's essential to have a content-rich website to maximise the effectiveness of AI-generated ads.
Accelerating Processes for Advertisers
For advertisers with limited resources, the implementation of Gemini offers a real opportunity. Thanks to this AI, it will be possible to launch Performance Max campaigns quickly and efficiently, even without a large creative team.
Gemini presents itself as a tool to simplify ad creation and speed up their distribution across different channels, opening new opportunities, particularly for small advertisers..
However, caution is advised: while AI accelerates processes and optimises distribution across all channels (search, display, YouTube, etc.), manual optimisation remains crucial. For many advertisers, mastering distribution data and fine performance analysis are still essential. Performance Max campaigns still have some limitations, and experts stress the importance of combining automation with human oversight to address these shortcomings.
Integration with Creative Tools like Canva
Another interesting development is the planned integration of Google Performance Max with creative tools like Canva. This feature will make it easier to import visual assets directly from Canva into campaigns, making ad creation even more accessible for advertisers with fewer resources. Despite these innovations, experts emphasize the importance of maintaining a critical eye on AI-generated content. While Gemini can automate certain tasks, it does not replace the expertise of a designer or professional content creator. The experts believe AI primarily saves time and improves processes but should not be used blindly.
In a nutshell, an opportunity to seize... With caution
The arrival of Gemini AI in Performance Ads campaigns represents a significant opportunity for advertisers, particularly in terms of content creation and time savings. However, this automation must be used strategically, always complemented by critical human oversight.
For small advertisers, this technology opens up new possibilities, making campaign creation and optimisation more accessible. But for agencies and more experienced advertisers, manual optimisation and fine-tuned data analysis remain key elements for ensuring campaign success.
In short, Gemini is a powerful tool that can help maximise performance, as long as it's remembered that, even in the age of AI, understanding the market and consumer behaviour remains essential.