June 16, 2024

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Google introduces advanced AI advertising tools at Marketing Live

3 min read

Google’s new creative tools and immersive ad formats made a big impact on digital marketing at Google Marketing Live.

The annual event was in full swing in New York, where the search giant unveiled numerous innovations. These game-changing advancements provide marketers with new ways to interact with consumers and enhance their advertising campaigns.

Among the most notable introductions is a new search ad experience currently undergoing testing, with plans for wider availability later this year. This pioneering feature is designed to guide users through complex purchase decisions by leveraging additional information voluntarily provided by the user. For instance, if a user searches for a nearby storage facility, the engine can recommend an optimal storage solution based on photographs of the possessions they intend to store, ensuring a highly personalised and tailored experience.

To access this innovative experience, search results will prominently feature a sponsored ad marked with a distinctive blue button. Clicking this button will direct the user to a dedicated page where they can upload images or other relevant information, enabling the engine to generate personalised recommendations tailored to the shopper’s specific needs.

Additionally, Google announced the introduction of brand profiles on search, curated using information provided by merchants through the Google Merchant Center. These profiles were inspired by the popular Business Profiles found on Google Search and Google Maps, recognising that over 40% of shopping queries mention brands or retailers.

Google is set to enhance creative flexibility for advertisers by launching new capabilities in Performance Max campaigns. These features will enable advertisers to upload their specific brand guidelines—including fonts, colours, and image references—which advanced AI models will use to automatically create on-brand asset variations. This integration aims to simplify campaign management while preserving brand consistency.

Furthermore, retailers advertising through the Google Merchant Center will gain access to powerful image editing tools powered by Google’s AI capabilities. These tools will enable marketers to experiment with adding new objects to existing ad creatives, as well as extending background elements to fit various sizes and formats, resulting in more visually captivating and engaging advertisements.

Continuing the theme of immersive ad experiences, Google has announced the forthcoming introduction of 3D spinning ads and virtual try-on capabilities for Shopping ads. These innovative formats will allow users to rotate products 360 degrees and virtually try on apparel items, providing a seamless and engaging shopping experience that bridges the gap between digital and physical retail environments.

Later in the year, advertisers will have the ability to incorporate product videos, summaries, and recommendations for similar products directly within the ad format, further enriching the user experience and fostering informed purchase decisions.

Notably, some of these immersive ad experiences were previously available in organic search results but are now being extended to paid advertising, unlocking new opportunities for brands to captivate and engage their target audiences.

In another significant development, Google announced plans to test the inclusion of search and shopping ads within the AI Overview feature. This move follows the recent introduction of Gemini-powered AI Overviews in search, which are currently rolling out in the United States and will soon become available in other countries.

According to Vidhya Srinivasan, VP and GM of Ads at Google, the introduction of AI Overviews has resulted in users visiting a broader range of diverse websites, increased search activity, and higher levels of user satisfaction with the results.

These updates reflect Google’s ongoing commitment to leveraging generative AI to transform digital advertising. AI-powered technologies will provide marketers with innovative ways to reach consumers at new touchpoints and deliver more personalised and engaging experiences. The adoption of AI-powered technologies means that future advertising will be more immersive and interactive, and increasingly tailored to each user’s tastes and behaviours.

Interested in hearing leading global brands discuss subjects like this in person? Find out more about Digital Marketing World Forum (#DMWF) Europe, London, North America, and Singapore.

Tags: Advertising, AI, generative AI, Google, Google Ads

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