Google Introduces AI Tools for Brands
Google Marketing Live Announcement
Last spring Google announced at its Google Marketing Live event several AI tools that are now available to brands. One new offering is around ad creation tools - a new process that will enable advertisers to generate background visuals are for their product shots. A unique way to help content stand out in user feeds, this will allow brands to develop unique content faster and edit as needed more regularly. So is happening that marketers need to know about?
Help for Content Marketers
In addition to being able to generate new background visuals, the tool will also enable advertisers to remove backgrounds, so that we can maximize usage of your visual assets, while it will also be able to improve the quality of small or low-resolution images without having to reshoot. But being able to enhance your existing visual assets with generative add-ons is a valuable use case, which could make it much easier to create multiple versions of your campaigns, and A/B test different elements.
Search Ads Get an Upgrade
Google has also shared that it is launching a new process that will summarize your website content for you, and create variations of ads based on your own site text. What does this mean for brands? It means that marketers can add their preferred landing pages and it will generate relevant, effective keywords, headlines, descriptions and images as assets to be used in campaigns. Which could be huge for better aligning with specific Search queries, while along similar lines, Google’s also launching a new Search ad creation process based on top search trends, and the text on your website. That could help to ensure greater personalization and relevance within Search Ads, while also using the specific language you’ve presented on your site, which could help to drive more interest.
Google also discussed how it’s looking to evolve its Search ads to align with new generative search experiences.
“Over the coming months, we’ll experiment with Search and Shopping ads that are directly integrated within the AI-powered snapshot and conversational mode. For example, if someone is searching for ‘outdoor activities to do in Maui’, and narrows the search further to ask about ‘activities for kids’ and ‘surfing’, they may see a fully customized ad for a travel brand promoting surfing lessons for kids.” - Google Marketing Live event
Google has also shared that they are going to experiment with Search and Shopping ads that are directly integrated within the AI-powered angle. In addition to these generative AI elements, Google’s also simplifying its product feed set-up process, which will now automatically populate a merchant’s product feed with the information it can detect from their website, and adding new insights to highlight your top-performing products.
These are some significant advances in Google’s ad options, which lean into the generative AI shift. And they could make it much easier to get your ads in front of the right people at the right time, based on the terms, visuals and other elements that best align with their interests. I’ve been following Google’s blog, The Keyword for the latest news, updates and stories. Check it out!
