AI-powered advertising evolves: Google unveils new features and controls for AI-driven campaigns, aiming to enhance ROI and provide advertisers with more insights and creative tools.
Expanded language support for Search campaigns: Google’s conversational experience for building Search campaigns is set to become more accessible.
- The AI-powered tool, which has helped small businesses improve their Ad Strength, will soon be available in German, French, and Spanish.
- This expansion allows more businesses to leverage generative AI in creating high-performing Search campaigns.
Enhanced creative capabilities: Google introduces new generative AI tools to support diverse advertising needs across multiple campaign types.
- AI-powered image editing expands beyond Performance Max to include Search, Demand Gen, App, and Display campaigns.
- Asset generation for ad copy and images will be available in six additional languages: German, French, Spanish, Portuguese, Dutch, and Italian.
- Advertisers can now provide reference images along with prompts to generate brand-aligned visuals using AI.
Improved brand control and consistency: New features aim to give advertisers more control over their brand representation in AI-generated content.
- Brand guidelines for Performance Max will become generally available, allowing advertisers to upload specific brand elements like fonts, colors, and logos.
- Demand Gen creative preferences will be accessible to all advertisers, enabling them to pin video assets to specific formats and surfaces.
Advanced performance insights: Google introduces new reporting tools to help advertisers optimize their campaigns more effectively.
- Creative reporting enhancements include conversion metrics for individual assets and asset coverage reporting in Performance Max.
- A streamlined performance insights view combines insights, explanations, and recommendations to address campaign fluctuations.
- Target pacing insights help track progress against CPA and ROAS goals, with explanations for contributing factors.
Greater media management flexibility: New controls and features are being introduced to give advertisers more autonomy in managing their campaigns.
- Campaign-level negative keywords in Performance Max will be available in beta by year-end.
- Omnichannel bidding for Demand Gen campaigns will be introduced in beta to maximize both online and in-store conversions.
- Support for buying Demand Gen campaigns in Display & Video 360 will be rolled out in October.
Looking ahead: The future of AI in advertising: As Google continues to refine its AI-powered advertising tools, the landscape of digital marketing is poised for significant transformation.
- These updates reflect a growing trend towards more personalized, efficient, and controllable AI-driven advertising solutions.
- While the advancements promise improved ROI and creative capabilities, advertisers will need to adapt their strategies to fully leverage these new tools and stay competitive in an increasingly AI-driven market.
New features and controls for your AI-powered campaigns
