In an exciting presentation at Google Marketing Live in New York, Google presented several ground-breaking innovations in digital marketing. By offering new tools and immersive ad formats, Google now gives marketers powerful tools to engage with consumers and optimize their campaigns.
New search experience
Among the most notable news is a new search experience for ads that is currently undergoing testing and is expected to be available later this year. This feature is designed to help users through complex purchasing decisions by using additional information voluntarily provided by the user. For example, if a user searches for a nearby storage space to rent, Google AI can recommend an optimal solution based on uploaded images of belongings to be stored, providing a more personalized and tailored experience. Finding products and services that fit will be revolutionized.
Brand profiles and AI generated content
Google is also introducing "Brand Profiles" on search, which are created using information from the Google Merchant Center. These profiles are inspired by the popular ones Company Profiles on Google Search and Google Maps. Over 40% of shopping searches contain brand names or retailers, and this feature is designed to give those searches a better experience.
To improve the content of Performance Max and Demand Gen campaigns, Google is launching new features that allow advertisers to upload "Brand Guidelines", including fonts, colors and image references. Advanced AI models use these to automatically create branded ads, simplifying campaign management and ensuring brand consistency.
AI-Powered Image Editing Tools
For retailers who advertise through Google Merchant Center, Google offers powerful tools to be able to edit images powered by their AI models. Marketers can experiment with adding new objects to existing images as well as changing backgrounds and elements to fit different sizes and formats, resulting in visually engaging ads.
More live ads
Google continues to invest in ad experiences with the introduction of 3D rotating ads and virtual fitting rooms for Shopping ads. These innovative formats allow users to rotate products 360 degrees and virtually try on clothes, creating a seamless and engaging shopping experience that bridges the gap between digital and physical store environments. In industries where design and detail play a big role, this new technology could be a game changer.
Later this year, advertisers will also be able to include product videos, summaries and recommendations for similar products directly within the ad format, further enriching the user experience and promoting informed purchasing decisions.
Ads in AI overviews
Google has noticed that the ads that are in the AI-generated overview of the search results have received good results. The ads blend into the user's search results and are considered helpful in the phase when researching products or services. This part of ads on Google search is under intensive development and a lot of resources are invested in making the ad experience as relevant and natural as possible.
Imagine that while you search for information on Google and receive an AI-generated answer, Google can also suggest products or services that can be helpful in reaching your goals.
Conclusion
These updates reflect Google's continued commitment to harnessing AI and advancing digital advertising. The AI-powered technologies provide marketers with more innovative and effective ways to reach consumers at new touchpoints and deliver more personalized and engaging experiences. The advertising of the future will be more alive, interactive and increasingly adapted to each user's own tastes and behaviours.
Stay tuned to Adfreak for the latest news and insights within digital advertising.
