Google has announced a range of new AI updates for Google Ads, as part of its presentation at DMEXCO, one of Europe’s top digital marketing events. The new features include advanced AI creation assistance, AI asset generation, new AI parameter controls, improved reporting, and more.
Yes, much AI.
First off, Google’s expanding its AI ad building tools to more languages.
Launched in English back in January, Google’s “conversational experience for Search campaigns” makes it easier to set up your promotions by simply adding the URL of your landing page and letting Google’s AI system generate a description of your business, relevant keywords to target, headlines, images, and more.
Google says that the process will be expanded to German, French and Spanish languages “in the coming months.”
Google’s also making its AI image editing tools available in more campaign types.
Thus far, Google advertisers have only been able to use Google’s AI image editing tools for Performance Max ads, but soon, you’ll also be able use its advanced customization tools for Search, Demand Gen, App and Display campaigns as well.
Google’s also making its visual asset generation tools available in six new languages (German, French, Spanish, Portuguese, Dutch and Italian), while it’ll also now enable you to provide up to five reference images, along with a prompt, to generate product and promotional images.
Google’s also expanding its brand guidelines for Performance Max campaigns, enabling more control of AI generated assets, while it’s also improving its AI feedback tools to help improve ad campaign performance.
As per Google:
“Starting next month, new asset coverage reporting in Performance Max will help you pinpoint underperforming asset groups and receive specific recommendations to improve them, such as “add 2 long headlines” or “add 3 square images”.
Google’s also rolling out campaign-level negative keywords in Performance Max, and adding omnichannel bidding to Demand Gen campaigns.
The updates underline the potential value of AI for advertisers, with Google’s improving AI systems able to help you better align your ads to maximize performance. And while image generation is still a little hit and miss, the capacity to provide various reference images will enhance Google’s asset generation tools, and make this an even more valuable and viable consideration for more brands.
Really, this is where generative AI can be truly valuable. The image generation tools we see in many social apps are an interesting novelty, but they don’t really add to the “social” experience, whereas options like this, trained on Google ads performance data, could hold real, tangible value for brands.
Some interesting considerations either way. You can learn more about Google’s expanded AI tools here.
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