Google held its yearly Google Marketing Live event in New York, where it unveiled new creative tools and ad experiences powered by artificial intelligence (AI). Here are some things that marketers can anticipate seeing at Google soon.
One of the most creative updates to search is a new ad experience that is being tested and will roll out more broadly later this year. This interface assists users in making difficult purchasing decisions by providing them with supplementary data upon their voluntary consent. For example, the engine can suggest a storage option with the appropriate dimensions based on photos of the user’s belongings if the user is looking for a nearby storage facility.
This process is initiated by a search result that shows a sponsored ad that is clearly marked and has a blue button that directs the user to another page where they can upload images or other content and the shopper can receive recommendations.
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New brand profiles are now searchable, according to Google. The data supplied by retailers in the Google Merchant Center is used to create the profiles. Google Maps’ Business Profiles and search results for users serve as inspiration for the profiles. The company claims that over 40% of search queries mentioning shopping mention a brand or retailer.
Advertisers will soon have the option to upload their brand guidelines—which include font, color schemes, and image reference points—to aid in the automatic creation of fresh, on-brand asset variations. In February, advanced Gemini AI models were released. You can use Performance Max campaigns on any Google ad inventory.
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Google unveiled Product Studio in 2023 as a one-stop shop for merchants looking to create AI-powered content. Using Product Studio has increased their efficiency, or they anticipate being more efficient, according to 80% of merchants who use it. The capabilities of New Product Studio keep giving merchants access to the power of Google AI. Generated images must blend in with the current campaigns and content of brands to be beneficial. Brands can now create fresh product photos that reflect their distinct aesthetics.
Google also unveiled new ad formats to make brand advertisements more effective, using its generative AI. This year, a closed beta version will be made available to retailers so they can link their short-form product videos, or creator videos, to their advertisements. Shoppers on Search can interact with these brief videos that showcase how clothing would fit them, see helpful styling recommendations, and quickly explore brands’ related or complimentary products with just a click. Additionally, Google will display AI summaries beneath the video highlights so that consumers can view important information about a product before deciding to purchase it.
New image editing tools will be available to retailers advertising through Google Merchant Center. With the aid of Google AI, they will be able to experiment, adding new objects to the advertisements and expanding the background to fit all sizes and formats. By adding striking backgrounds and other elements to these assets, these features hope to assist marketers in enhancing current creative in other ways or in adding new products to existing creative. The brand can use the new assets not only on Google channels but on any digital platform that supports images.
Soon, shopping advertisements will offer brand-new immersive experiences. These include virtual try-ons and 3D spinning advertisements. For example, advertisements for shoes will allow the product to rotate 360 degrees. Customers of all body shapes will be able to virtually try on tops like shirts and sweaters thanks to virtual try-ons, which will benefit clothing brands. Additionally, advertisers will be able to incorporate product videos, summaries, and recommendations for related products within the ad format later in the year thanks to an even better user-driven experience. While some of these features were previously only available in organic search, they are now being added to advertisements.
Since introducing Virtual Try-On (VTO) technology to Search in 2023, it has observed a higher number of users clicking through to retailer websites when viewing products with VTO enabled. Additionally, brands have observed that images with VTO receive 60% more high-quality views than images without VTO.
Google declared that it would start testing shopping and search ads in AI Overview. This month, Gemini-powered AI overviews for searches were revealed. The experiences are now being made available in the United States and will shortly be available in other nations as well. Google is providing solutions for at least two of the main ways that generative AI promises to transform our digital lives with these new tools and features.
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The gen AI answers in AI Overview will alter users’ search methods. They will be attempting to obtain the information they require by posing more in-depth queries and engaging in more reciprocal dialogue. Relevant ads that are marked as “sponsored” will appear when it is appropriate.
Second, by producing fresh ad iterations that adhere to the brand playbook, genAI will assist creatives in scaling content. Additionally, to enhance the effectiveness of advertising campaigns, those assets will be displayed at the consumer-friendly touchpoint. Additionally, GenAI will simplify measurement so that marketers can ask Google Analytics questions in natural language and get the answers they need to enhance their campaigns.
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