After a decade of tuning in to Google Marketing Live through my computer screen, this year I finally got to experience the event firsthand.
For those unfamiliar, Google Marketing Live is Google’s yearly event where they reveal their latest product announcements tailored for Google advertisers.
This time around, Google introduced a whopping 30 updates for Google Ads! Though not all were highlighted in the keynote, they all revolved around one central theme.
The bulk of the product updates can be sorted into these primary pillars of Google Ads:
- Creatives.
- Media.
- Measurement.
Now that the event has concluded, I’ve had the chance to process these platform revelations and contemplate their implications for advertisers—or at the very least, how these updates could shape the marketing landscape.
Outlined below are the key product updates I’m eagerly anticipating in 2024.
AI Creative Announcements
As anticipated, Google has unveiled several updates tailored specifically for advertisers, focusing on ad creatives and functionalities. These updates encompass:
- AI-driven image editing: Advertisers now have the capability to manipulate images, including those from product feeds. AI-generated images will be suggested for Performance Max campaigns, allowing advertisers to add or remove objects, extend backgrounds, and adjust sizes to fit various dimensions, orientations, and ratios.
- Introduction of brand standard guidelines: Advertisers can furnish Google AI with brand guidelines, colors, and fonts, with the option to upload reference images for the generative AI to consider.
- Animated image ads for Demand Gen campaigns: Merchants with a Merchant Center account can now deploy animated image ads on platforms such as YouTube Shorts and video ads. These animations are automatically derived from product feed images.
- Collaborations with creative platforms: Google has forged partnerships with Canva, Smartly, and Pencil Pro, enabling seamless integration with the Google Ads asset library. This facilitates the creation of assets on these platforms, which can then be exported directly to Google Ads.
It’s worth noting that not all announced updates will be immediately available. Google has indicated that the rollout of the new brand standard guidelines is slated for the later months.
AI Media Announcements
In the dynamic live keynote, a highlight emerged during Philipp Schindler’s demonstration showcasing cutting-edge generative AI technology. This demonstration ignited curiosity and creativity, prompting contemplation of unconventional methods for searching and interacting to uncover fresh insights.
Consequently, new advertising opportunities have emerged, presenting an expanded ad space for advertisers to explore and leverage.
Here are some highlights of the key media announcements within Google Ads:
- Shopping ads will now be featured in Google Lens and Circle to Search, introducing a fresh ad space and interaction in visual search results. Your shopping ad will be displayed when products are relevant to the photos and screenshots users search with.
- Search and Shopping ads will be integrated into AI Overviews, a new placement introduced initially in the United States. Ads from existing AI-powered Search and Performance Max campaigns may appear in the AI Overview’s “Sponsored” section, provided they are relevant to both user searches and AI Overview outputs.
- The introduction of conversational campaign creation, initially announced last year, has been reinforced by Google’s release of additional data. It shows that small and medium-sized businesses (SMBs) utilizing the conversational tool are 63% more likely to launch search campaigns with ‘Good’ or ‘Excellent’ ad strength.
- Advertisers running Performance Max and Standard Shopping campaigns will now have the option to customize loyalty promotions such as special pricing or member-exclusive offers.
Similar to the creative announcements, not all of these updates will be immediately available.
Shopping ads and loyalty promotions are scheduled to roll out gradually over the next few months, specifically in visual search results.
As for AI Overviews, Google is initiating the ad placement rollout as a limited experiment in the United States. Insights gained from this trial will inform the enhancement of the experience as it evolves.
AI Measurement Announcements
Though I anticipated more excitement surrounding advancements in measurement, the buzz was minimal, with only a fleeting mention of enhanced reporting for Performance Max campaigns.
Here’s a more detailed breakdown of the measurement-related announcements:
- Enhanced Reporting at the Asset Level in Performance Max: Over the next few months, advertisers will gain access to conversion metrics for individual creative assets. This marks a significant milestone, providing advertisers with granular reporting capabilities they’ve long awaited.
- Performance Insights in Merchant Center Next: Expect more personalized recommendations and insights within Merchant Center Next. Additionally, conversational reporting requests and quicker access to visual insights will be rolled out, empowering advertisers with actionable data.
- Introduction of New Audience Signals in App Campaigns: A major win for app advertisers, as they can now leverage a broader range of audience lists, including first-party data audiences. Google AI will utilize this data to optimize ad targeting, increasing the likelihood of conversions.
- Launch of the New Measurement Diagnostics Hub: Advertisers will have access to a centralized hub within Google Ads to validate and troubleshoot their measurement setups. This hub will also provide insights into measurement durability and readiness, aiding in the creation and activation of first-party data audiences.
- Introduction of Marketing Mix Models Attribution: Google unveiled its latest open-source Marketing Mix Model (MMM) called Meridian. This tool will enable advertisers to evaluate the impact of their entire marketing strategy, facilitating informed campaign decisions.
- Improved iOS Measurement with SKAdNetwork Enhancements: Reporting updates across the Google Ads API and third-party app attribution partners will enhance iOS app campaign performance. Additionally, a new beta program allows integration of SKAdNetwork conversion value schema into Google Ads, providing better insights for campaigns utilizing tCPA or tROAS bidding strategies.
Summary: What This Means For Advertisers
During the concise hour and 15-minute keynote, we were introduced to an array of fresh updates. As outlined below, these updates impact numerous campaign types and are either accessible now or slated for release in the upcoming months.
Given these updates, is there an overarching theme at play?
Within the scope of the Google Marketing Live updates, several key themes emerged prominently for me.
1. Video content is key
Many of the updates announced during Google Marketing Live focused on content creation, automation, and animation. Essentially, Google appears fully committed to video content, particularly emphasizing YouTube Shorts.
Failure to integrate video content into your marketing strategy could potentially lead to falling behind competitors and experiencing decreased engagement.
Despite some advertisers shying away from video content due to perceived complexities or resource constraints, Google’s updates democratize video creation. Now, anyone can easily initiate video content creation directly from their phone, with Google’s tools capable of transforming images into dynamic video content.
Integrating video into your Google Ads strategy has the potential to foster stronger connections with your target audience.
2. AI strategies are a must-have
During the keynote, Google emphasized, “AI isn’t a marketer.” Essentially, advertisers, your roles are secure for now. However, while AI isn’t directly involved in marketing, we as marketers must develop an AI strategy to adapt to these evolving landscapes.
Attempting to outsmart the Google Ads system or exerting excessive control may hinder the growth and scalability of your campaigns.
To craft an effective AI strategy, consider these key points:
- Ensure correct goal setting and measurement setup.
- Implement realistic bidding strategies to enable Google to learn effectively.
- Provide relevant signals to Google within your campaign configurations.
Remember, the quality of AI outputs often depends on the quality of inputs, which is where your expertise as a marketer becomes crucial.
When leveraged correctly and strategically, these new AI tools can streamline your workload, accelerate learning, and facilitate real-time decision-making to optimize campaigns.
For a comprehensive overview of Google Ads product announcements, refer to the official article from Google.
Original news from SearchEngineJournal