The Future of Digital Marketing: Google New AI Features Announced at DMEXCO

The Future of Digital Marketing: Google’s New AI Features Announced at DMEXCO

During DMEXCO, a premier digital marketing event in Europe, Google unveiled new methods to provide you with the finest AI so you can maximize your return on investment. Take a look at the new features, which include more generative AI tools, insights, and controls for campaigns using AI.

No matter where your clients are in their purchasing process, Google AdWords makes it easier for you to locate and engage with them. Additionally, advertising driven by AI is still producing significant outcomes for both small and large organizations.

However, Google has heard your input, and when it comes to utilizing AI in your advertising, additional controls and insights continue to be your top priority. Additionally, you want more options to mold the results to fit your brand when using generative AI technologies.

Today we looked at how Google are using our finest AI for your greatest return on investment at DMEXCO, one of the leading digital marketing events in Europe. Today, Google released its top five announcements from the event, which highlights how AI is supporting every step of the advertising process:

1. Gemini models now help you craft more effective, multilingual Search strategies

 

When customers search online, Google Search helps them find the right companies that can provide the services or products they need. This creates significant opportunities for businesses to reach clients at crucial moments, helping them achieve goals and drive a strong return on investment (ROI).

  • Generative AI Revolutionizing Search Marketing: Generative AI is empowering businesses to create high-performing Search marketing campaigns effortlessly. Hundreds of thousands of companies are utilizing the conversational experience in Google Search campaigns to develop optimized ads.
  • Small Business Success with Conversational Experience: Small business advertisers using Google Ads’ conversational experience have a 63% higher likelihood of publishing Search campaigns with Good or Excellent Ad Strength, highlighting its effectiveness in improving campaign performance.
  • Expanding Global Reach with New Languages: To provide this cutting-edge technology to more businesses globally, Google is adding German, French, and Spanish to the conversational experience in Google Ads in the coming months, allowing companies in these regions to benefit from AI-powered marketing.

The vacation rental platform ‘HomeToGo’ is utilizing the conversational experience to generate optimized headlines and descriptions for its Search ads, resulting in more effective and targeted ad campaigns.

2. Additional methods to use generative AI to further your creative vision 

Consumer buying journeys are unpredictable, so advertising strategies must be flexible. Google’s Performance Max, powered by AI, dynamically allocates your budget to boost conversions across Google’s channels and audience segments. In 2023, Performance Max delivered 19% higher ROAS compared to AI-powered campaigns on top social platforms, based on data from TransUnion for U.S. Retail & Consumer Electronics advertisers.

  • Demand Gen Campaigns for New Audiences: To engage potential customers who aren’t actively searching, Demand Gen campaigns use YouTube’s visual-first storytelling and non-search inventory to generate demand. Advertisers who added Demand Gen to their Search or Performance Max ads saw 14% higher conversion rates.
  • Enhanced Creative with AI-Powered Tools: Google is expanding AI-powered image editing beyond Performance Max, now available in Search, Demand Gen, App, and Display campaigns. You can also customize product images via Google Merchant Center and generate assets in six new languages: Dutch, Italian, German, French, Spanish, and Portuguese.

3. Grow and maximize your resources while maintaining control

 

 

  • AI Enhances Creativity: AI supports creativity by generating visuals based on prompts and reference images, aligning with a company’s style while opening new creative possibilities.
  • Performance Max Brand Standards: Starting next month, Performance Max will allow businesses to define and submit brand elements like fonts, colors, and logos, ensuring visual consistency across ad formats.
  • Demand Gen Creative Options: Advertisers can now use Demand Gen to pin video assets to specific formats, ensuring impactful visuals are placed precisely where they’re needed for better targeting.

4. Performance Max: Better outcomes with a deeper understanding 

Creating high-performing ad campaigns requires continuous optimization and a deep understanding of what works well and what doesn’t. To help businesses achieve outstanding Ad Strength, Google has introduced the latest creative reporting tools. This includes adding conversion data for each asset, allowing businesses to see how each element of their ads contributes to conversions.

  • Performance Max Enhancements: Starting next month, Performance Max campaigns will include enhanced asset coverage data, making it easier to identify underperforming asset groups. The system will also provide actionable suggestions for improvement, such as add 2 long headlines or add 3 square images, ensuring that your ads stay optimized for performance.
  • Improved Campaign Visibility and Insights: Google is also introducing a revamped performance insights system that offers greater visibility into campaign performance. With target pacing insights, you can now track progress toward your CPA (Cost Per Acquisition) and ROAS (Return on Ad Spend) goals. This enables advertisers to know if a campaign is on track to meet its targets or if adjustments are needed.
  • Additional Features: Target Pacing Insights: Easily track your CPA and ROAS goals and see if your campaign is on course to meet expected performance targets.
  • Explanations for Underperformance: If a campaign is falling short, explanations help identify the cause—whether it’s bid strategy adjustments due to market shifts or budget limitations.
  • Performance Max Receives Impression Share Reporting: For the first time, Performance Max will offer impression share reporting. Advertisers can now see how often their text and shopping ads appear on the search results page, providing a clearer view of how they stack up against competitors and whether there are opportunities to increase exposure.

This enhanced visibility and data-driven recommendations will help advertisers make informed decisions and continuously optimize their ad performance.

5. Your approach to media management 

Google has been attentive to your suggestions regarding the need for more controls in campaigns driven by AI. Google is pleased to announce the beta release of Performance Max’s campaign-level negative keywords. By the end of the year, we’ll begin implementing this much-requested functionality to make sure your advertising on Search inventory matches the demands of your target demographic and your unique brand.

  • Demand Gen campaigns are also going to get new optimization levers. In order to assist you in increasing conversions both online and in-store, omnichannel bidding will be made available in beta in the upcoming months.
  • Last but not least, Google will provide the ability to purchase Demand Gen campaigns in Display & Video 360 in October, offering you even more adaptability and efficiency within your current processes.
  • And in case you missed it, Google recently unveiled secret matching, a significant advancement in safe data processing, last week. It was developed using secure computing technologies to revolutionize the way companies safely handle their first-party data.

Google provides you with the greatest AI so you can maximize your return on investment. We hope that you share our excitement for these recent developments and the potential applications of AI-powered advertising.

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