Introduction
At the recent Google Marketing Live event, Google unveiled a series of groundbreaking features and tools set to revolutionize the world of digital marketing services. These new capabilities harness the power of artificial intelligence to enhance ad creation, targeting, and performance measurement, offering marketers innovative solutions to optimize their campaigns. The event showcased how these advancements will make it easier for businesses to connect with their audiences and achieve better results in a rapidly evolving digital landscape.
Here’s a summary of the key new features introduced.
AI Overviews in Search:
AI Overviews provide a quick summary of topics with relevant links and perspectives.
Search and Shopping Ads in AI Overviews:
Ads are matched to the query context and the information within the AI overview.
Visual Search Ads in Google Lens:
Shopping ads now appear at the top of visual search results using Google Lens.
Generative AI Creative Tools:
AI-powered creative tools to generate images and videos optimised for ads performance.
3D Shopping Ad Formats:
Introduced 360-degree views of products, starting with shoes.
Profit Optimization in Performance Max and Shopping Campaigns:
New goal to maximise profit using data from cart-level conversions or cost of goods sold.
Loyalty Promotions:
Tailor promotions for loyalty program members in shopping ads.
Measurement Diagnostics:
Tool within Google Ads to analyse site data, identify opportunities, and guide improvements.
Google Ads Data Manager:
Simplifies the process of integrating and managing first-party data from various platforms.
Product Studio Enhancements:
New features to create on-brand visuals and convert images to videos using AI.
Visual Brand Profile on Search:
Showcase brand’s ethos through images, videos, and reviews directly on Search.
Video Highlights in Ads:
New ad format for apparel and beauty, including short brand and creator videos.
Virtual Try-On in Ads:
Virtual try-on technology for clothes, showing how they look on real people of different shapes and sizes.
AI Essentials:
Personalised recommendations available in Google Ads accounts to help optimise performance.
Accelerate with Google:
One-stop shop with all resources needed for the AI era, available in the U.S., India, and Germany, with global availability coming soon.
BrandConnect Partnership Ads:
Promote videos made by YouTube creators as ads with a co-branded format.
Animated Image Ads in Demand Gen Campaigns:
Automatically built from product images in your account, animated into one unit.
Circle to Search:
Highlight any area on your screen with a circle or swiggle to search directly, inspired by user behaviour.
New Placement Reporting and Exclusions in Performance Max:
Reporting on YouTube videos and asset-level conversion metrics to understand customer resonance.
Conclusion
The new features and tools introduced at Google Marketing Live represent a significant leap forward in digital marketing services and advertising capabilities. We think the new features and tools from Google Marketing Live are a big deal. Using AI in Google Ads—from making creative ads to better targeting and measuring results—helps marketers make more personalized and effective campaigns quickly. These new tools make it easier to create ads and give important insights to improve performance. The future of digital advertising looks bright with these AI-powered innovations.
Watch the whole event here
https://www.youtube.com/live/feezAE_YAmc
