Today at Google Marketing Live 2024, a new AI-powered ad experience aimed at increasing consumer confidence in online shopping and helping with complex purchasing decisions was unveiled.
What’s new. AI-powered ad types for an immersive experience:
Video-based search ads: Retailers can now integrate short product videos into their ads. These can be created by the brand or sourced from influencers. Search shoppers will be able to interact with these videos, see style suggestions and explore related products with one click. Below the videos, AI summaries will highlight key product details, helping to make informed purchasing decisions.
Virtual Test Expansion: Building on the success of last year’s Virtual Try-On (VTO) technology, which increased click-through rates and increased high-quality views by 60%, Google is now launching VTO for ads of clothes Shoppers can see how men’s and women’s shirts fit different body types, improving shopping confidence.
3D Shoe Spins: Using advanced 3D technology, Google will now create 360-degree views of shoes from a set of images provided by retailers. This feature, exemplified by a demo with Adidas shoes, promises an immersive browsing experience for shoppers from the ad.
What Google says. According to Google:
“Generative AI can help companies better convey offers and inspire consumer confidence right from the ad.”
Why we care. Even with strong creative assets, consumers often lack the confidence to make large purchases online without physical interactions. These creative types allow consumers to get a better idea of the product being sold, which leads to increased sales.
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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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