Google introduces new AI tools for marketers and advertisers
At a media roundtable held last week ahead of Google Marketing Live 2024, Shashi Thakur, Google VP and GM for Search Ads and Jeff Harrell, Senior Product Manager, introduced a suite of new tools and customisable options for advertisers, largely powered by AI. These included new Performance Max creative controls, which means that advertisers can share their font and colour guidelines, as well as provide helpful image reference points to generate new asset variations. Google will be introducing new image editing capabilities so advertisers can try adding new objects, extending backgrounds, and cropping to adapt to any format, size and orientation. Advertisers will soon also be able to enhance their Shopping ads with immersive visuals, including Virtual Try-On and generated 3D spinning ads, and later this year, Google will be introducing a feature that lets shoppers dive deeper into an ad to see product videos, summaries and similar products provided by the advertiser. Speaking to exchange4media, Harrell said that while the new developments were geared towards advertisers, features like Virtual Try-On are (literally) customer-facing, giving shoppers more onus over their own purchase and discovery journeys. In a blog post, Matt Madrigal, VP and GM, noted, “Since we brought our pioneering Virtual Try-On technology to Search last year, we’ve seen people click out to retailer sites more when viewing products with Virtual Try-On enabled, and brands have seen that their Virtual Try-On imagery get 60% more high-quality views than other images. To help you harness the power of VTO, we're launching Virtual Try-On in apparel ads for men’s and women’s tops. This lets shoppers see how your products look on a variety of body types and build the confidence to buy.” “Ads have always been an important part of consumer’s information journeys. Soon, we’ll start testing Search and Shopping ads in AI Overviews for users in the U.S. In addition, we will start testing a new ad experience in Search to help guide people through complex purchase decisions,” according to Google spokespersons. In a separate blog post, published last night, Vidhya Srinivasan, Vice President / General Manager, Ads, wrote, “Guided by our AI principles and customer feedback, these latest AI innovations will help marketers think bigger, create bolder and drive results faster. Google AI is there to assist, not replace: Human creativity, strategic insight and expertise will always be a marketer’s advantage.” She added, “We also recognize that as exciting as these advancements are, the shift to AI is a lot to manage for many businesses. We're being thoughtful about evolving our products with that in mind, and we look forward to your feedback along the way.”
Tags : Google Marketing Live 2024 Google Google Marketing Live