Google boosts advertising with generative AI: the latest developments presented at DMEXCO 2024

Google Ads has proven to be a key tool for connecting businesses with consumers at every stage of their purchasing process. In this sense, thanks to AI-assisted campaigns, Both large and small companies have managed to achieve significant results. Even so, with the strong advance of technology and the constant challenge of meeting the needs and demands of users, companies are increasingly seeking more control and transparency when it comes to managing their business. using artificial intelligence in advertising, especially with the arrival of new generative AI tools.

Now in DMEXCOone of the most important digital marketing events in Europe, Google has presented news and advances on How AI Optimizes Advertising Performancehighlighting five important innovations to maximize advertising investment. And while AI is already present in every step of the advertising process, these are the five most important announcements that have been communicated.

Best Search Campaign Templates

Google Search connects people with advertising from the right companies, offering them what they are looking for, at the right time. Clearly, being able to reach users at the moment when they have a clear need is a huge advantage for companies, driving results and return on investment.

The conversational experience of Search campaigns has helped hundreds of thousands of companies create high-performance campaigns using generative AI. The results have been positive, with small businesses using the Google Ads conversational experience 63% more likely to run Search campaigns with “Good” to “Excellent” advertising effectiveness.

Google is looking for more companies to have access to this type of technology and therefore, results. That is why they have Expanded the Google Ads conversational experience into Spanish, German and French in the coming months.

Enhancing creative vision with generative AI

Consumer purchasing processes are increasingly unpredictable, which is why advertising strategies must constantly evolve to respond to these changes.

In this sense, another of the novelties that Google has presented to improve advertising in its Search, is that of Performance Max, a key solution that makes use of AI to Optimize advertising budget dynamicallywith the aim of maximising conversations both on Google and across its various platforms. This tool ensures that advertisers can reach people who are not actively searching, but are open to learning about new products and services.

To connect with these users, Google has launched theDemand Generation campaigns which focuses on creating demand and converting it into sales using engaging visual formats and narratives on YouTube and other Search spaces. These campaigns allow you to customize Google’s AI-based strategies, adapting messages based on the channel, audience, and creativity.

To further improve the effectiveness of AI-assisted campaigns, Google has Expanded image editing capabilities with AI beyond Performance Max. Now, businesses will also be able to edit and enhance their graphic assets across Search, Demand Generation, Apps, and Display campaigns. In addition, from the Google Merchant Centerit will be possible to select and edit product images easily.

Another notable new feature is the expansion of advertising resource generation to six new languages, including Spanish, German, French, Portuguese, Dutch and Italian.

Scale and optimize your resources

Google is developing new tools to help shape the creative process of advertising. Now, you can provide up to five reference images along with a prompt to see how AI generates new images in line with the brand’s essence.

In this sense, in order to have greater control, the Performance Max brand guidelines will also be generally available starting next month. Now, it will be possible to define and upload specific brand elements, such as fonts, colors, logos, and more. This will allow companies to ensure that their brand identity is correctly represented in all types of ad formats.

On the other hand, they can be put Demand Generation Creative Preferences available to all businesses. This will allow video assets to be anchored to specific formats and spaces, ensuring that the most prominent visual elements appear where they want to be.

Maximum performance with more details

With the latest creativity reporting tools, Google offers companies the ability to determine more precisely what works and what doesn’t in their advertising and thus, draw up a roadmap to achieve excellence in the Ad Strength Indext. Now, Google has introduced conversion metrics for each individual resource, so starting next month, new resource coverage reports in Performance Max will help you spot underperforming groups of resources and get specific recommendations to improve them.

On the other hand, also Visibility will be gained on campaign performance, starting with a new revised version of the performance conclusions. You will no longer have to rely on multiple reports and that is because Google has combined information and explanations in a single, simplified view that will help businesses better understand the fluctuations of each of their campaigns. In addition, with insights on progress towards objectives, it will be possible to easily track progress against cost per action (CPA) and return on advertising spend (ROAS) objectives.

As another of the novelties in Performance Max, are impression share reports. They will help you find out if your ads are ranking high on Search text and shopping results pages, help you understand your competitive landscape, and identify opportunities to increase your reach.

Tailor-made media management

Google has listened to companies who have shared their desire for have more controls on AI-assisted campaignscomments that Google has taken into account.

Today in DMEXCO 2024, The company has announced the beta release of a negative keywords feature at the campaign level in Performance Max. This is one of the most requested features by advertisers and will begin to be implemented later this year.

Demand Generation campaigns will also have new optimization tools. To help maximize those conversions both online and in-store, omnichannel bidding will be available in beta in the coming months. Starting in October, Google will launch a support for purchasing Demand Generation campaigns in Display & Video 360which will offer greater flexibility and reach in current workflows.

On the other hand, last week, Google presented the confidential matching, a breakthrough in secure data processing. This company initiative uses confidential computing technology to transform the way businesses securely manage their proprietary data.