New features and controls for your AI-powered campaigns

Sep 18, 2024

[[read-time]] min read

Brendon Kraham

VP of Search and Commerce, Global Ads Solutions

Google Ads helps you find and link pinch your customers — nary matter wherever they are connected their acquisition journeys. And AI-powered campaigns are continuing to present large results for businesses ample and small.

But we’ve heard your feedback — much controls and insights stay your apical petition erstwhile it comes to utilizing AI successful your advertising. And pinch generative AI tools, you want much ways to style the outputs to align pinch your brand.

Today astatine DMEXCO, 1 of Europe's apical integer trading events, we explored really we are putting our champion AI to activity for your champion ROI. We’re utilizing AI to support each portion of the advertizing process, and coming we’re sharing our apical 5 announcements from the event:

1. Gemini models now thief you build amended Search campaigns successful much languages

Google Search matches consumers pinch the correct businesses who tin connection what they want, correct erstwhile they’re looking. This creates immense opportunities for businesses to link pinch customers successful their moments of request to thrust results and ROI. The conversational acquisition for Search campaigns has already helped hundreds of thousands of businesses build high-performing Search campaigns utilizing generative AI. The results speak for themselves: mini business advertisers that usage the conversational acquisition successful Google Ads are 63% much apt to people Search campaigns pinch ‘Good’ aliases ‘Excellent’ Ad Strength.1 We want moreover much businesses to person entree to this exertion so, successful the coming months, the conversational acquisition successful Google Ads will grow to German, French and Spanish languages.

2. More ways to substance your imaginative imagination pinch generative AI

Consumer acquisition journeys are thing but predictable, and advertisement strategy needs to beryllium arsenic nimble. Performance Max is fueled by Google AI end-to-end, dynamically optimizing your fund to thief you multiply conversions crossed Google’s afloat scope of channels and audiences. In MMMs tally by TransUnion among Retail & Consumer Electronics advertisers successful the U.S., Google Performance Max campaigns drove 19% higher ROAS successful 2023 than AI-powered and automated capacity campaigns connected the largest societal level by stock of spend.2

To link pinch consumers who whitethorn not beryllium actively searching, but are unfastened to discovering, Demand Gen campaigns are your answer. They create and person request utilizing immersive, visual-first storytelling connected YouTube and non-Search inventory. And Demand Gen campaigns let you to customize your Google AI strategy by channel, assemblage and imaginative to tailor messages for the customers you attraction astir most. And connected average, advertisers who added Demand Gen to their Search and/or Performance Max campaigns saw 14% much conversions.3

Across each AI-powered campaigns, a precocious measurement and diverseness of imaginative assets are essential. To help, we're expanding AI-powered image editing to caller campaigns beyond Performance Max. You tin now heighten image assets successful Search, Demand Gen, App and Display campaigns arsenic well. You tin moreover spotlight your ain products by selecting and editing images straight from Google Merchant Center.

And we're making asset generation disposable successful six caller languages: German, French, Spanish, Portuguese, Dutch and Italian. More advertisers will beryllium capable to easy make a wide assortment of advertisement transcript and images for your Performance Max, Demand Gen, App and Display campaigns – and wherever other you take to usage them.

3. Scale and optimize your assets while remaining successful control

AI will unlock caller ways to heighten quality productivity — not switch it. That’s why we’re building caller ways for you to style this imaginative process. You tin now supply up to 5 reference images on pinch a prompt, and watch arsenic AI generates caller images that align pinch your brand's aesthetic.

To springiness you much control, brand guidelines for Performance Max are besides moving to full, wide readiness adjacent month. Define and upload circumstantial marque elements including fonts, colors and logos to guarantee that your marque personality is visually accordant crossed advertisement formats.

Furthermore, we’re making Demand Gen imaginative preferences disposable to each advertisers. This will let you to pin video assets to circumstantial formats and surfaces, ensuring your astir impactful visuals look precisely wherever you want them.

4. Performance Max: Deeper insights, amended results

Building high-performing imaginative takes ongoing optimization, and a heavy knowing of what’s moving and what’s not. Our latest imaginative reporting will thief you floor plan a clear roadmap to fantabulous Ad Strength. We’re continuing to amended plus reporting, including introducing conversion metrics for each asset. And starting adjacent month, caller plus sum reporting successful Performance Max will thief you pinpoint underperforming plus groups and person circumstantial recommendations to amended them, specified arsenic “add 2 agelong headlines” aliases “add 3 quadrate images”.

We're besides giving you amended visibility into your run performance, starting pinch an overhaul of capacity insights. No much digging done aggregate reports. We've mixed insights, explanations and recommendations into a azygous streamlined position to thief you understand and reside run fluctuations. Plus, pinch target pacing insights, you tin easy way advancement against your CPA and ROAS goals. Understand if a run is connected way to present results wrong the expected bid target. If not, seamless integration pinch explanations reveals the contributing factors — whether it's bid strategies adjusting to caller marketplace shifts aliases fund limitations influencing results. From there, leverage tailored recommendations to steer your campaigns backmost connected course.

Impression stock reporting is coming to Performance Max for the first clip arsenic well. See really prominently you’re showing up for matter and Shopping ads connected the Search results page to understand the competitory scenery and if you person an opportunity to summation your reach.

5. Media management, your way

We've been listening intimately to your feedback connected wanting much controls successful AI-powered campaigns. Today, we’re announcing the beta motorboat of campaign-level antagonistic keywords successful Performance Max. We’ll commencement rolling retired this highly-requested characteristic by the extremity of the twelvemonth to guarantee your ads align pinch your circumstantial marque and assemblage needs connected Search inventory.

New optimization levers are besides coming to Demand Gen campaigns. Omnichannel bidding will beryllium disposable successful beta successful the coming months to thief you maximize some online and in-store conversions.

Finally, successful October, we'll rotation retired support for buying Demand Gen campaigns successful Display & Video 360, giving you moreover greater elasticity and scope wrong your existing workflows.

And successful lawsuit you missed it, past week, we conscionable introduced confidential matching, a leap guardant successful unafraid information processing. It’s built pinch confidential computing exertion to toggle shape really businesses securely negociate their first-party data.

We are bringing you the champion AI truthful you tin present your champion ROI. We dream you’re arsenic excited arsenic we are astir these caller innovations and the possibilities up pinch AI-powered advertising.