Google recently announced new ways it’s providing AI features to help deliver the best ROI (return on investment) for their Google Ads campaigns. These include more generative AI tools, more insights and more controls for AI-powered campaigns.
These are the top 5 announcements:
1. Gemini models now help to build better Search campaigns in more languages
Conversational experience for Search campaigns is a new chat-based feature designed to combine your expertise with Google AI to accelerate search campaign creation. It’s a tool that’s engaged with, to help optimise search campaigns by more easily generating text and assets.
Small business advertisers that use the conversational experience in Google Ads are 63% more likely to publish Search campaigns with ‘Good’ or ‘Excellent’ ad strength.
in the coming months, the conversational experience in Google Ads will expand to German, French and Spanish languages.
2. More ways to fuel creative vision with generative AI
To connect with consumers who may not be actively searching, but are open to discovering, Demand Gen campaigns create and convert demand using immersive, visual-first storytelling on YouTube and non-Search inventory. They also allow marketers to customise a Google AI strategy by channel, audience and creative, to tailor messages for the customers most wanted to target.
AI-powered image editing is now expanding to new campaigns besides Performance Max. It’s now possible to enhance image assets in Search, Demand Gen, App and Display campaigns as well, so more advertisers will be able to easily generate a wide variety of ad copy and images for those types of campaigns.
3. Scale and optimise assets while remaining in control
It’s now possible to provide up to five reference images along with a prompt, then watch as AI generates new images that align with a brand’s aesthetic.
Brand guidelines for Performance Max are also moving to full, general availability. It will be possible to define and upload specific brand elements including fonts, colours and logos to ensure that a brand’s identity is visually consistent across ad formats.
4. Performance Max: Deeper insights, better results
New asset coverage reporting in Performance Max will help to pinpoint underperforming asset groups and receive specific recommendations to improve them, such as ‘add 2 long headlines’ or ‘add 3 square images’.
Also performance insights now combines insights, explanations and recommendations into a single streamlined view to understand and address campaign fluctuations. Plus, with target pacing insights, it’s easy to track progress against CPA and ROAS goals.
Impression share reporting is coming to Performance Max (for the first time as well) to see how prominently you’re showing up for text and Shopping ads on the Search results page,
5. Media management improvements
Google’s eventually responded to highly-requested feature of having campaign-level negative keywords in Performance Max campaigns, which will please many advertisers.
New optimisation is also coming to Demand Gen campaigns. Omnichannel bidding will soon be available in beta to help maximise both online and in-store conversions.
Finally, its rolling out support for buying Demand Gen campaigns in Display & Video 360, giving even greater flexibility and reach within existing workflows.
Google claims these new innovations and the possibilities ahead with AI-powered advertising will bring the best AI which will assist in delivering the best ROI. This remains to be seen, but the advances with AI for Google ads are certainly rapid and comprehensive.
If you want to know more about how AI-powered advertising can help your business, please get in touch.