Google Ads: Transforming AI Search Experience
At Marketing Live, the company also discussed how it uses generative AI to improve shopping advertisements and support difficult purchasing decisions.
In-Depth Overview:
- As part of its Marketing Live display, Google revealed a number of forthcoming generative artificial intelligence (AI) innovations for advertisers, including more ad formats incorporated into the new AI Overview summary in search.
- The company introduced new AI capabilities for its commerce-focused Shopping advertising, including as virtual try-ons and 3D-generated features. Another AI-assisted solution now under testing assists consumers in making complicated buying selections, such as determining short-term storage, while utilizing search.
- Google is giving advertisers more precise control over their AI-powered Performance Max campaigns, such as the option to provide exact font and color requirements. Marketers will have more AI editing tools, including the ability to add new items to advertisements and modify format, size, and orientation.
Dive Insight:
The next Marketing Live event focused on generative AI, which has emerged as a strategic goal for Google as it competes with other tech companies such as OpenAI and Microsoft. Along with showcasing new marketing tools based on automation, Google announced that advertising will soon be integrated directly into AI Overviews, which have begun to appear at the top of search results for many users.
AI Overviews, which began rolling out in the United States last week, use generative AI to condense responses to searches from a variety of sources into a single brief and have been criticized for delivering inaccurate results. Still, the move to a search experience that prioritizes generative AI is likely to be huge, with far-reaching consequences for publishers and marketers that rely on Google to reach audiences. Marketing Live revealed Google’s eagerness to swiftly monetize the pivot.
In previous testing, Google displayed advertisements above and below AI Overview, but it now intends to experiment with sponsored search and retail ads within the window. A user searching for solutions to eliminate wrinkles from clothing may get advice from AI Overview alongside a sponsored carousel ad offering wrinkle-removal goods from firms like as Downy and Bounce. The ad placements will first run in the United States, and advertisers will not need to take any further steps to ensure that their existing Performance Max, search, or shopping campaigns show in AI Overview.
On the business front, Google is attempting to improve shopping advertising with more complex virtual try-ons and 3D models powered by generative AI. In one example given by Google, a consumer searching “summer tops” finds an ad for a Levi’s shirt and clicks a symbol in the top right corner. To adapt the picture to the user’s tastes, a carousel of alternatives for different garment sizes and models representing a variety of ethnicities and body types shows beneath the advertisement. Google also said that it will allow customers to go deeper into things they are interested in by providing videos, descriptions, and recommendations for comparable offers from the same company.
Google is also exploring more advanced applications of generative AI in advertising. Someone looking for storage space may encounter an ad that allows them to upload a series of images of their living room and be presented with alternatives for a unit of the appropriate size.
Marketing Dive has enquired as to when several of the solutions demonstrated at Marketing Live will be available, and this item will be updated awaiting a response.
Google, like other digital advertising platforms, wants marketers to depend on generative AI for ad development and is taking further efforts to verify that outcomes adhere to very tight brand criteria. To that aim, Performance Max will soon allow advertisers to specify bespoke colors and fonts, as well as more detailed picture references, when creating materials using the technology. Furthermore, Google is increasing its AI-powered picture editing capabilities, allowing marketers to effortlessly insert new things, such as an oil painting that connects the area, into current photographs.
In their statement, Google underlined that generative AI required high-quality inputs and measurements to be productive. To assist advertisers in centralizing their data management, the firm is making Google Ads Data Manager broadly available, a move aimed at small businesses that lack the resources or know-how to handle different data sources and providers.
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