Google unveils new AI-powered tools for advertisers
Google has revealed its latest advancements in AI across its ad products, including new creative asset generation controls, immersive ads experiences, visual storytelling features and improved measurement controls.
Unveiled at its Google Marketing Live event in Sydney on Tuesday, the tech giant emphasised how AI technologies can help drive growth for advertisers and brands.
“We see a future where AI will supercharge the entire advertising lifecycle, from assembling your creative, to running your media, to measuring results,” Mel Silva, managing director of Google Australia, said.
“Think of it as an ‘all-at-once’, growth and efficiency flywheel. That’s our vision for what AI could do for advertising.”
With AI able to address complex and evolving consumer behaviours, advertisers can better provide unique and relevant creative at scale. Research presented at the event showed how these behaviours are becoming more complex; 57% of Australians are now using more than five platforms, with an average of seven touchpoints in a single customer journey.
The research also found that consumers are also increasingly searching in ‘non-text’ ways. Google Lens, the tech giant’s image search offering, saw more than 12 billion visual searches a month.
The latest AI-powered product updates aim to help Aussie advertisers connect with customers in new, engaging ways, with shopping ads, performance max (Pmax) and Demand Gen.
Shopping ads will begin to appear at the top of the results on Lens searches when a business can offer what a consumer is looking for. Meanwhile, Demand Gen – which helps advertisers drive conversions on Google’s platforms including Gmail, YouTube and Discover – will roll out to Google Display and Video 360 later this year, allowing advertisers to be even more targeted with campaigns.
Asset-level reporting will be introduced to Pmax, allowing advertisers to see conversion metrics for each creative asset, to help them understand what is resonating with their customers.
“We’ve long accepted that delivering the right message to the right customer at the right time has been the central challenge of marketing,” said Rich Gove, Google Australia’s head of performance solutions.
“But with ongoing media fragmentation and near constant evolution of consumer behaviour, practically doing this became hugely complex,” he continued. “Our new era of AI has enabled a new era of ads solutions that are uniquely, and powerfully positioned to help you meet your customers’ expectations of relevance, and drive profitable growth for your business.”
The tech giant acknowledged that human-powered creativity will still sit at the heart of asset creation, however it stressed that advances in technology are changing the ways stories are told.
Head of creative partnerships at Google Australia, Victoria Berthinussen, said when users have long consumer journeys, big ideas are the glue that holds them together – but humans alone can’t generate creative assets at scale at the volume, velocity and variation required to meet expectations.
“It’s a tremendous drain on creative resources, taking time away from higher value work like focusing on breakthrough creative ideas or better understanding your customers’ needs,” she said. “We want AI to alleviate that problem, and empower you to be more creative than ever.”
Later this year, Google will introduce two new features to its Product Studio, claiming it will make it easy for advertisers to create visuals that match a brand’s unique style, with an image-to-video model that turns images into video.
Shoppers will also soon be able to view how clothes look on real people of different shapes and sizes, with Virtual Try On launching in ads. 3D shopping ad formats will be introduced also, allowing shoppers to see products in a 360 degree view.
Meanwhile, Universal Dubbing – a multi-modal tool that works across voice, text and image to translate ads into over 16 different languages – has now been made available in Australia.
Victoria Berthinussen presenting at the event in Sydney on Tuesday
Finally, new advancements have been made to think differently about data and measurement, particularly first-party data. A new feature – generated insights and reports – will provide advertisers with a quick report of their data, instantly providing the cuts required with visuals. This will soon be made available across Google Ads, Search Ads 360, Campaign Manager 360 and Merchant Centre.
Google Ads Data Manager has now been made available in Australia, aiming to simplify the process of bringing sources of first-party data together in one place. Measurement Diagnostics is rolling out within Google Ads and Campaign Manager, analysing sites to tell where there is missing data or big opportunities to boost campaign performance, and guide step-by-step through the process of how to fix it. Google Ads will also see incorporated trusted execution environments (TEEs), limiting how data can be used – bringing new transparency to the process.
“What you know about your customers, your business and your business goals and how you apply that information to your marketing through AI is your competitive advantage,” said Karen Stocks, vice president of global measurement and audience solutions at Google.
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Lauren McNamara is the associate editor at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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Google Marketing Live
Karen Stocks
Mel Silva
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Victoria Berthinussen
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