Google’s Performance Max is an AI-powered platform that allows advertisers to buy Google ads across multiple platforms, including YouTube, display, search, discover, Gmail, and maps. While the program has been criticized for giving Google more control than advertisers, the president of Americas and global partners at Google, Sean Downey, stated that they are always listening to advertisers’ feedback and evaluating their requests. Downey also noted that the main goal of Performance Max is to focus on outcomes and optimization based on conversion, so too many constraints from advertisers could hinder that goal.
Google is still working on collecting feedback and improving Performance Max to provide more controls that make sense while still allowing advertisers to get the same types of results. The company also plans to continue finding ways to leverage AI to help with optimization, creative messaging, and innovation in their ad tools.
