Google Unveils New AI-Powered Ad Tools at Marketing Live 2024

At the recent "Marketing Live" event, Google introduced an array of innovative advertising tools powered by AI. These new features include advanced creative editing tools, fresh ad formats for Shorts, an enhanced Google Business presentation, and more, making them essential additions to your marketing strategy.

Enhanced Creative Variations with AI

Google is developing a new tools that allows marketers to input their brand logo, colour guidelines, fonts, and product images to generate consistent and brand-aligned creative variations.

This feature will soon be available for Performance Max users, ensuring that the generated visuals maintain a cohesive brand identity across various platforms.

AI-Driven Creative Enhancements

Another exciting development is Google's AI creative enhancement process. This tool enables you to add generated objects, extend image backgrounds, and crop visuals to fit different formats using simple text prompts. For instance, you can highlight an area of an image and specify changes like adding "a large abstract oil painting for a wall canvas," and the AI will update that element accordingly.

Retailers can also utilise these editing features with product images from their Google Merchant Center feed, and similar capabilities are being rolled out in Product Studio.

With just a click, Google’s new feature will animate components of still product images to create short videos or playful GIFs, perfect for social media engagement.

Revamped Google Business Profiles in Search

Google has also updated the visual format for Google Business profiles in Search. The new brand profiles will prominently display information from Google’s Merchant Center and Shopping Graph, offering a more engaging overview of your business. These profiles will highlight product and brand imagery, videos, customer reviews, and current deals, promotions, and shipping policies.

AI-Generated Body Shape Examples for Shopping Ads

To provide more context for clothing items, Google’s new AI-generated body shape examples simulate how clothing will look on different body types. Initially introduced last year, this feature is now expanding to more ad formats.

Interactive 3D Ads and Enhanced Ad Experiences

Google is also introducing generated 3D ads and a new ad experience in Search that guides users through purchase decisions.

For example, if someone searches for “short-term storage," an AI-driven dynamic experience could help them determine their needs, recommend storage unit sizes, and suggest packing materials with purchase links.

New Ad Formats for Shorts

In response to the growing popularity of short-form video content, Google is adding new ad formats for Shorts and testing additional formats to align with its AI-generated overviews for selected search queries.

Ads Data Manager for Improved Targeting

Lastly, Google is making its Ads Data Manager available to all users. This tool allows businesses to integrate their first-party data into the Google Ads system, using AI to refine campaign targeting and create more meaningful audience segments.

These impressive updates from Google showcase the potential of AI in transforming digital marketing, ensuring that ad opportunities remain robust even as the landscape evolves with new technologies.