Enhancing personalisation with Google Ads' page-specific assets for Performance Max campaigns

Personalisation is the buzzword for the future of PPC, and Google has taken note. A recent development has seen an update to their Performance Max (PMax) ads, with generated content tailored to specific URL’s. It’s ready to supercharge personalisation in the most cutting-edge PPC campaigns.

But how can you make the most of this feature? What are its benefits? And how can you get the best return on investment from any campaigns that make use of this exciting new feature?

Read on to discover all that Page Specific Assets have to offer, and take your Performance Max campaigns to the next level. As a bonus, we’ve also explored what these changes might mean for the future of Google Ads:

• What are page-specific assets in Performance Max
• Key benefits of page-specific assets
• AI-powered creative asset production
• New reporting and control features
• Best practices for implementing page-specific assets
• The end of Google's search era?

What are page-specific assets in Performance Max?

Page-Specific assets allow advertisers to customise ad content for specific landing pages. These assets bring a tailored touch to your ads, aligning creative content directly with the landing pages they link to.

How do they work?
First, you share a list of specific web pages with Google Ads. These will be pages that reflect your brand, product listings and/or special offers.

Then Google Ads creates a series of assets based on the content of those URLs. You’re left with tailored images and video content, all generated through Google Ads, that you can use in your PMax campaigns.

Key features
This feature allows for dynamic alignment between ad creative and page content. You’re getting results that link your ad content directly to what you’re showcasing on your site, in seconds.
The use of personalised headlines, descriptions, and images tailored to the page’s intent. This is hyper-specific, if your existing site copy and creative elements are specific, too.
Ads that are automatically optimised to match the page’s tone and messaging. All that time spent crafting the perfect brand tone of voice is immediately carried through to your ad content.

Purpose
Page-specific assets aim to improve relevance, enhance user experience, and boost conversions by ensuring ad content directly reflects landing page themes. 

Think about it: ads that actually reflect the content users see when they click. It’s a win-win for both advertisers and audiences, boosting relevance, engagement, and conversions. Add to that AI-powered creative production and detailed reporting tools, and you’ve got a recipe for smarter, more effective campaigns. 

Key benefits of Page-Specific Assets

These page-specific assets have a wide range of benefits that go beyond basic asset creation, including the following:

Increased ad relevance
Ads are more closely aligned with landing page content, making them more relevant to users. Every user is presented with personalised messaging that creates a seamless journey from ad click to page visit. At all times, the intent of every ad remains consistent with the URL it is leading the user to.

Higher conversion rates
Aligning your creative assets with page content improves user engagement and conversion potential. Put it this way; users are more likely to act when ad promises match what they see on the landing page. In this instance, simplicity and clarity pays off!

Brand consistency
With page-specific assets, any generated assets are tailored to reflect your brand identity, ensuring a cohesive look and feel across ads and landing pages. It’s a nice way to save time whilst remaining consistent.

Dynamic ad content
The ability to generate custom creative for specific pages allows you to target diverse audience needs within the same campaign. If used efficiently, you could even uncover new audience segments through careful monitoring of results from PMax campaigns that use this feature.

AI-powered creative asset production

Google Ads is rolling out tools to allow marketers to deliver highly personalised campaigns, increasing relevance and effectiveness, with a focus on PMax campaigns.

AI in Performance Max campaigns

• Automates the creation of ad headlines, descriptions, and visuals at scale.

• Customises ad creatives using brand-specific elements, such as logos and colours.

• Adapts creative content to user intent and browsing behaviour for better results.

• Google's claims: AI-driven enhancements lead to 6% more conversions on average.

Efficiency benefits
AI in PPC is predominantly a time-saving tool for marketers. The rapid production of ad assets reduces the time spent on manual creation. Google is encouraging developers to explore the Google Ads API to simplify any customisation and automation used in campaigns. It’s especially useful for larger campaigns with multiple product lines, or ads that need to be similar but very slightly different (e.g. the 20 separate ad campaigns needed for 20 sizes of flat-screen TV’s of the same brand.)

New reporting and control features 

Alongside these AI developments comes new features in reporting and control. Here’s the lowdown:

Asset-level reporting
You can now check in on the performance metrics of individual creative elements, discovering detailed insights into your campaign elements.

This allows you to identify which assets drive the most clicks, conversions, and engagement at speed.

Placement reporting
You’ll also have access to specific data on where ads appear, including YouTube placements. This offers the ability to exclude unsuitable placements for greater control over ad visibility, a real bonus when you’re looking to save on wasted spend.

Improved transparency
PPC managers and marketers will also gain clearer insights into ad performance across channels, enabling informed decisions for optimisation that really put the focus back on specific assets, rather than the more copy-focused analysis of former PPC reporting options.

Best practices for implementing Page-Specific Assets

Testing and optimisation

• Regularly test variations of creative assets to determine what performs best. (A/B testing can come in handy here!)

• Use insights from asset-level reporting to refine and improve ads. The more detailed analysis here will help distinguish what’s working and what can be cut.

Ensure brand consistency

• Stick to Google’s brand guidelines to maintain a consistent brand identity across all creative elements.

• Lean in to the personalisation already present in the generated image and video content, and this will already reflect your brand voice and visuals while maintaining relevance to specific pages.

Make use of AI automation

• Use AI tools to scale creative production efficiently. Remember, it’s a real time saver!

• Trust Google’s automation to adapt creative assets dynamically while monitoring results for refinement.

The end of Google’s Search era? 

Finally, we’d like to take a look at what the future holds for Google Search. With AI-driven asset generation and a swing to a stronger focus on video and image content in ads, things are set to change for PPC’s future. But what does that look like for Search?

Broader shift in Google ads strategy
Google’s updates, including Page-Specific Assets and AI-powered tools, reflect a shift towards automation and multi-channel campaign management.

Performance Max campaigns integrate search, display, video and other formats under a single umbrella, prioritising interconnected campaign strategies over standalone Search campaigns.

Implications for Search campaigns
While traditional Search campaigns remain valuable, these updates encourage advertisers to explore multi-format strategies for greater reach and impact. It’s a way to scale at speed, which is honestly something that a lot of campaigns are in need of, without the cost of time and people-power spent building out hundreds of campaigns.

Performance Max represents Google’s vision of advertising beyond Search, providing dynamic and personalised ad delivery across platforms. We think this is just the beginning of change. 

Whilst Search will remain a pillar for many PPC campaigns in the future, we feel there will be an eventual leveling out and rebalance, with dynamic campaigns that place the focus on multi-channel marketing, as users explore, discover and purchase online in increasingly diverse ways.

In Conclusion

Google Ads’ introduction of Page-Specific Assets is a game-changer for advertisers looking to create more personalised and impactful campaigns. By tailoring ads to specific landing pages, leveraging AI for creative production, you can drive better results while saving time.

But it’s more than just a new tool—it’s part of a larger shift towards multi-channel, data-driven advertising. While search campaigns remain crucial, features like Performance Max highlight Google’s focus on strategies that go beyond Search alone.

It’s an easy way to bring the most advanced AI content to your ads, in a matter of minutes. So start experimenting and future-proof your PPC campaign today.