Google Marketing Live event in New York recently showcased the latest creative tools and advertising experiences introduced by Google. These innovations will offer marketers new ways to engage with consumers through Google platforms.
One of the key updates presented is the new search ads experience, currently in testing and set for wider release later this year. This new feature aims to assist users in making complex purchasing decisions by providing personalized recommendations based on additional information volunteered by the user. For example, if a user is looking for a storage facility, the search engine can suggest options with the right dimensions based on photos uploaded by the user.
Another highlight is the introduction of brand profiles in Google search. These profiles, generated from information in the Google Merchant Center, are designed to enhance the visibility of brands in search results and on Google Maps. With over 40% of shopping queries mentioning a specific brand or retailer, these brand profiles aim to provide users with more relevant and detailed information for their searches.
Advertisers will soon have access to Creative Controls Performance Max, a feature that allows them to upload their brand guidelines to generate asset variations that remain on-brand. Additionally, Google has announced the availability of Gemini Advanced AI Models for Performance Max campaigns across all Google ad inventory.
For retailers using Google Merchant Center, new image editing tools will enable them to enhance their product images by adding new objects or expanding backgrounds with the help of Google AI. These tools are meant to help marketers improve their creative assets and use them across various digital channels beyond Google.
In terms of shopping ad experiences, Google is set to introduce immersive ads such as 3D rotating visuals and virtual try-ons. These ads will offer a more interactive and engaging shopping experience, with features like product rotation and virtual clothing try-ons for different body types. Moreover, advertisers will soon be able to include product videos, reviews, and similar product recommendations within the ad format to enhance user engagement.
With the advancements in generative AI, Google aims to revolutionize digital experiences by providing more personalized search results and improving ad performance through automated content generation. These AI-powered features are expected to enhance user satisfaction and drive more diverse website visits. Marketers can also benefit from intuitive measurement tools that enable natural language queries to Google Analytics for campaign optimization.
Overall, Google’s new tools and features are designed to empower marketers to create more engaging and personalized advertising experiences for consumers across various Google platforms. These innovations mark a significant step towards the integration of AI in digital marketing strategies, promising a more efficient and effective approach to reaching and engaging target audiences.
Article Source
https://martech.org/google-unveils-ai-powered-advertising-tools-at-google-marketing-live/
