Google presented new creative tools and ad experiences at its annual Google Marketing Live event in New York.
Innovative tools, many of which are AI-powered, will soon revolutionise how advertisers develop and customers interact with ad experiences. Here’s what marketers may expect to see from Google right now or in the future months.
Search Advertising Experience
One of the most innovative enhancements to search is a new ad experience that is presently being tested and will be broadly accessible later this year. This experience assists users in making complicated purchasing decisions based on new information that they offer. For example, if the user is seeking a local storage facility, the engine can offer a storage option with the appropriate size based on images of the user’s belongings uploaded.
To initiate this experience, a search result will display a recognised sponsored ad with a blue button that directs the visitor to a different website where photographs or other information can be uploaded and suggestions given to the consumer.
Brand Profile
Google announced the addition of new brand profiles to its search results. The profiles are created using information supplied by merchants in the Google Merchant Centre. The profiles were inspired by the Business Profiles that users can access in Google Search and on Google Maps.
According to the business, more than 40% of shopping inquiries in search reference a brand or a merchant.
Performance Maximum Creative Controls
Advertisers will soon be able to input their brand standards, such as typeface, colour, and picture reference points, to automatically develop new asset variations that are consistent with their brand.
Advanced Gemini AI models were revealed in February. Performance Max campaigns may be applied throughout Google’s whole ad inventory.
Image Editing
Retailers advertising through Google Merchant Centre will have access to new picture editing capabilities. They will be able to explore and add new things to their advertising, as well as stretch the backdrop to match all sizes and formats, thanks to Google AI.
These capabilities aim to help marketers add new items to current creative or improve old creative in various ways, such as adding eye-catching backdrops and other aspects. The brand may utilise the new assets across all digital platforms that allow photos, not only Google channels.
Shopping Ad Experiences
New immersive experiences will soon be offered through Shopping advertising. These include 3D rotating advertising and simulated try-ons. For example, commercials showing shoes will allow for 360-degree rotation of the object. Virtual try-on will benefit clothes manufacturers, allowing customers of all body shapes to virtually try on items such as blouses and sweaters.
Also, starting this year, an even better user-driven experience will enable marketers to integrate product videos, summaries, and related product recommendations within the ad format.
Some of these capabilities were previously accessible in organic search, but they are now being added to advertisements.
Ads in AI
Google said that it will start testing search and shopping advertisements in AI Overview.
This month saw the announcement of Gemini-powered AI overviews in search. The experiences are now being rolled out in the United States and will be available in other countries shortly.
According to a blog post by Vidhya Srinivasan, Vice President, and General Manager, Ads, AI Overviews have resulted in consumers accessing a wider range of more diversified websites. Users are searching more now that AI Overviews are accessible, and their satisfaction with the findings has increased, according to Srinivasan.
Google’s new tools and services address at least two important areas in which genAI has the potential to transform our digital lives. First, genAI replies in AI Overview will alter the way consumers look for knowledge. As they strive to gain the information they need, they will ask lengthier inquiries and engage in more two-way conversations. When appropriate, relevant adverts (labelled “sponsored”) will appear.
Second, genAI will help creatives in scaling content by developing fresh ad versions that adhere to the brand strategy. And those assets will display at the most relevant touchpoint for customers, to increase ad campaign success. GenAI will also make measurement more intuitive, allowing marketers to ask Google Analytics natural language inquiries and get the answers they need to optimise their campaigns.
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