Not surprisingly, artificial intelligence took center stage during the various announcements made today at Google Marketing Live 2024.
Updates also focused on advertising messages, data and giving the consumer what they want directly from search results. Now is the time to start paying more attention to your impression levels.
Here’s a rundown of everything you need to know about Google Marketing Live, with links to our full coverage of every major announcement.
Google PMax update enables mass production of creative AI assets
Now you can produce high-quality creative assets quickly and at scale for top-performing campaigns.
With Generative AI, you’ll be able to create ads much faster, have custom branded ads, advanced image editing, and auto-present product feeds in AI-generated creatives.
New reporting functionality has also been implemented for Youtube and creative assets.
Google launches immersive shopping ads with artificial intelligence
Virtual and video ad types are coming for Shopping Ads advertisers.
Retailers can embed short-form product videos into ads, virtual try-on lets shoppers see how shirts fit different body types, and 3D twists.
Allow consumers to interact with your creative and your products (virtually) before they reach your page.
Google’s visual storytelling advancements for YouTube, Discover, and Gmail
Now you can target your potential customers with automatically generated vertical videos, stickers and animated image ads.
These video ads are now available to the 3 billion users on YouTube, Discover and Gmail through Demand Gen campaigns.
More variety for your Demand Gen campaigns.
Google begins testing ads in AI overviews
Your relevant search and shopping ads will appear in the “sponsored” sections within the AI-generated overview boxes in the SERP.
You don’t need to do anything – existing Search, PMax and Shopping campaigns will be eligible.
How to make it ineligible, that is unknown so far.
Google Data Unification Ads Data Manager is available to everyone
Centralize and enable your own data for more effective AI-driven campaigns with Google’s data management tool now available to everyone.
Use it for data integration (consolidating disparate proprietary data sources into a unified analytics hub) and for audience insights and guidance.
Google offers merchants new brand profiles, AI branding tools
New tools have been released to better showcase your brands and create visual content.
You can create a brand profile to highlight key merchant information in Search, including brand images, videos, customer reviews, offers and more.
Product Studio now includes brand alignment features that let you use uploaded images to inspire your AI-generated ad, and the ability to create videos from a single product photo.
Google tests AI-powered ads for complex purchases
Google is trying to give consumers an interactive experience when getting their search results.
AI will be used to provide personalized advice and recommendations based on users’ needs and context.
The goal is to improve the user experience in the SERP and provide a consumer ready to convert when they arrive at the brand’s landing page.
But what will this do to drive traffic to brand sites? Time will tell.
Why we care Many updates this year focused on taking less effort for a consumer to click through to the site. So it will be interesting to see what this leads to for driving traffic. However, there are several long-awaited features that have been introduced (such as reporting) that allow brands to better showcase their creativity.
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