Google announced today at Google Marketing Live 2024 that new shopping features are now available to help marketers better showcase their brands and create visual content using AI technology.
The general picture. More than 40% of shopping searches on Google mention specific brands or retailers, according to internal Google data, indicating that shoppers rely heavily on brand reputation and images when making purchases.
Why we care As the use of AI proliferates, brand differentiation will become much more important. Advertisers will be happy to have specific tools to differentiate themselves from competitors through their brands.
New brand profiles
Google is rolling out visual “brand profiles” in Search to highlight key merchant information in one place. Profiles will include brand images, videos, customer reviews, offers, promotions and shipping policies taken from Google Merchant Center and Google. shopping chart data. Ads will continue to appear alongside new brand profiles.
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Updated AI content tools
Powered by Google AI Product Studio tool, which helps generate product images and videos for merchants, is getting new brand alignment features. Merchants can now upload reference images to ensure the generated visuals match their brand’s aesthetic and style. For example, a clothing brand could create new campaign images by combining real product photography with lifestyle scenes. A new generation of videos based on a single product photo is also being added.
The deployment The new Brand Profiles in Search will roll out over the coming months, while updates to Product Studio are rolling out now in the US, UK, Canada and Australia.
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About the author
Anu Adegbola has been a paid media editor for Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career began with
deliver digital marketing campaigns (primarily but not exclusively paid search) by creating strategies, maximizing ROI, automating repetitive processes and making all marketing departments efficient through inspirational leadership both on the agency, client and marketing technology side.
Outside of Search Engine Land article editing, she is the founder of the PPC networking event: PPC Live, host of weekly podcast PPCChat Roundup, ibRand Evangelist at ClickTech.
He is also an international speaker with some of the stages he has presented being SMX (USA), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Live Chat, AdWorld Experience (Bologna) and more.
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