At Google’s Marketing Live event in 2024, the search engine giant uncovered groundbreaking AI-powered advertising tools designed to revolutionize digital marketing initiatives. These innovations can help marketers enhance their campaigns and effectively engage target audiences in the ever-evolving online environment.
These tools from Google shape how businesses can leverage cutting-edge technology to optimize their strategies and achieve greater effectiveness in reaching target audiences. By strategically utilizing these advertising tools, marketers can stay competitive in today’s dynamic digital landscape.
Highlights from Google’s Marketing Live Event 2024
Notable highlights and what marketers can anticipate from Google for the rest of 2024 include the following:
- Revolutionized Search Ad Experience
Consumer decisions to purchase, recommend, and repurchase from brands are influenced by personalized experiences.
- 76% of consumers are likely to consider purchasing from brands that provide personalization
- 78% are likely to recommend friends or family to buy from companies that personalize
- 78% of consumers are more inclined to repurchase from brands that offer personalization
These results underscore the importance of prioritizing personalized customer experiences.
This image was taken from McKinsey & Company.
Google’s new AI search advertising tool can help marketers achieve this goal. By incorporating user-provided information, the search engine can create customized ads based on a user’s behavior or preferences. For instance, if a user is looking for a specific product or service, Google can provide details about their preferred brand and features.
To utilize this tool, users will notice a sponsored ad with a blue button. Clicking the button will direct them to a page where they can submit photos and receive tailored suggestions. The new search ad experience is currently being tested and is expected to be available later this year.
- Brand Profiles
Google also announced enhanced brand profiles in its search results. These profiles are made using the information from Google Merchant Center, a platform for businesses to manage their appearance on Google e-commerce products.
This image is taken from MarTech.
Brand profiles gather details, such as product categories, branded imagery, and operating hours. They will also include reviews from Product Listing Ads (PLAs).
Marketers can leverage this revamped brand profile to increase their online visibility and engagement opportunities within search results. The updated profiles aim to boost user experience by providing relevant details upfront.
Companies can also utilize the expertise of a reputable SEO Philippines company to ensure their brand profile aligns with SEO strategies. This maximizes their reach across Google’s platforms and helps businesses remain competitive in the digital landscape.
With more than 40% of shopping searches referencing a brand or merchant, optimizing brand profiles becomes fundamental for marketers to effectively capture and engage their target audience.
- Advanced Image Editing
Compelling visuals play a pivotal role in enhancing customer engagement and establishing a lasting impression. However, developing engaging visual content poses a significant challenge. Specifically, the top barriers marketers face when producing visual content include:
- Producing it consistently (36.7%)
- Attaining the right layout for their data, statistics, or copy (22.9%)
- Great design (20.5%)
- Sourcing data and statistics (19.9%)
This image was taken from 99firms.
Google’s new AI-driven image editing tool can help marketers create powerful visuals through the Google Merchant Center. These advanced image editing capabilities will allow businesses to add new objects to existing ad creatives and modify background elements to match different sizes and formats. Brands can potentially access this new tool across all digital platforms that support photo content, not solely on Google channels.
- Performance Max Creative Controls
Google unveiled more features and tools to help brands create Performance Max campaign assets more efficiently. For example, its ability to add brand guidelines for colors, fonts, and imagery can promote brand consistency. This is essential as 35% of firms indicate that brand consistency has influenced 10% to 20% revenue growth.
This image was taken from Capital One Shopping.
Auto-generated ads from a product feed and asset-level conversion metrics are also significant features. The ads that are automatically generated ensure campaigns are optimized and built on real-time product data, thereby improving relevancy and reducing manual ad creation. Meanwhile, asset-level conversion metrics give marketers insights into how each creative element performs. This enables them to identify and capitalize on the most successful ad components.
In February 2024, Google also announced the integration of advanced Gemini AI models to supplement Performance Max campaigns across Google’s ad inventory. Businesses can leverage its enhanced capabilities, such as generating long headlines and sophisticated reasoning abilities, to create text assets like site links.
Marketers can integrate Gemini AI into Performance Max by following these steps:
- Log in to their Google Ads account, where they manage Performance Max campaigns.
- Navigate to campaign settings and choose the Performance Max campaign they wish to enhance with Gemini.
- Find the option to integrate Gemini Models and enable it.
- Adjust the configuration according to their campaign goals and target market.
- Regularly review the campaign’s performance and make necessary changes.
- Immersive Shopping Ad Experiences
Marketers can now anticipate new ad formats in Shopping Ads. These include:
Virtual Try-On Experience
The addition of the virtual try-on (VTO) experience to apparel advertisements can enhance user engagement by allowing users to see how different styles look on various body types. This new AI advertising tool capability can foster more informed purchase decisions.
This image is taken from Google.
3D Product Images
Another notable feature is the incorporation of 3D product images. Google demonstrated this with Adidas brand sneakers, showcasing a new 360-degree view that could stimulate a window-shopping-like experience.
This image was taken from Neil Patel.
In-ad Product Videos
Marketers can now integrate short product videos into advertisements. These videos are clickable and interactive, enabling consumers to discover related products and receive styling suggestions. The ads will feature product details prominently displayed beneath each video.
With 40% of consumers favoring retailers offering personalized shopping experiences, businesses can strategically utilize Google’s improved Shopping Ads to refine their digital marketing initiatives. This innovation can potentially shape how organizations market and promote their products across various channels.
This image was taken from Social Media Today.
The Impact of Google’s AI Advertising Tools on Digital Marketing
AI technologies are increasingly revolutionizing digital marketing by enabling brands to connect with consumers through personalized and engaging experiences. Google’s latest AI advertising tools represent a significant leap forward, providing marketers with groundbreaking ways to interact and engage customers at various touchpoints.
If you are ready to improve your digital marketing campaigns with Google’s AI tools, consider seeking assistance from a reputable social media management agency in the Philippines like Digital Marketing Philippines (DMP). We offer a holistic approach to online marketing, including Pay-Per-Click (PPC) advertising, Multi-Channel marketing, and Search Engine Optimization (SEO).
Contact us today, and let us help you transform your digital marketing campaign!
References:
https://marketinglad.io/news/google-introduces-new-ai-ad-tools-at-google-marketing-live
https://www.wordstream.com/blog/google-marketing-live-2024
https://martech.org/google-unveils-ai-powered-advertising-tools-at-google-marketing-live/
https://www.linkedin.com/pulse/gemini-models-integration-performance-max-drighnatech-o62uc
Jomer B. Gregorio is a well-rounded expert when it comes digital marketing. Jomer is also known as a semantic SEO evangelist and practitioner. Check out our Digital Marketing Services today and let us help you in achieving positive and profitable results for your business.