Just last month, Google held their Marketing Live summit. Since it’s 2024, you can probably guess the theme: generative AI.
AI is on everyone’s mind these days, even if you don’t work for Google, and even if you’re not a marketer.
But since we are marketers, let’s take a quick look at the new generative AI-powered features coming to Google Ads—and offer tips for you to get started.
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1. Say hello to ads in AI Overviews
You may have already seen how Google’s been integrating generative AI into its search results. These AI overviews sit at the top of the search engine results page, and compile a longer, more in-depth answer to a search query that’s created with generative AI (source websites are linked below the response).
Google announced that ads can now appear within the AI overview itself, not just above or below as they have previously.
Takeaways for marketers: AI Overviews are a new ad placement, so you’ll need to experiment to see what works. Keep a close eye on how your ads are performing within AI Overviews and be ready to adjust your strategy based on what resonates best with users.
2. Invite immersion with virtual try-ons in Shopping Ads
Google is revolutionizing online shopping yet again, this time with the help of a little generative AI. Google also announced new AI-powered features that will be available in Shopping Ads, namely virtual try-ons (using real models) and 3D product views. These enhancements provide a more immersive and interactive shopping experience, allowing users to visualize products in a more detailed and engaging way.
Takeaways for marketers: 3D views and virtual try-ons can be game-changers for industries where seeing detailed features of a product or fit is critical, such as apparel, beauty, and home decor. Create campaigns that highlight these interactive experiences, making it easier for customers to see the benefits and uses of your products and engage with your ad.
3. Prepare to meet a new type of search ad
Finally, Google teased us with a vision of the future of generative AI ads. That vision includes creating ads that can dynamically generate a complete search experience tailored to each user’s context and preferences. This could lead to a more personalized and engaging ad experience, potentially transforming how we approach digital advertising.
Here’s the example Google gave, along with a look at the experience: “Let’s say friends are renovating and they search for “short term storage.” Clicking an ad for a storage facility may lead to a dynamic experience where AI helps them figure out what they need. If they share details, like photos of furniture and their budget, Google AI could then recommend storage unit sizing and packing materials with a link to purchase on the website.”
Takeaways for Marketers: Google is always preparing for what’s next. For now, this feature is currently being tested, so you have some time to noodle on it and think about how you can best leverage this new search offering.
Stay ahead with generative AI and Google Ads
Generative AI is setting the stage for a new era in digital marketing. Connect with your team today to start thinking about how you can make the most of these new AI features. To stay informed on the latest in Google Ads, keep following our blog here at Your Marketing People.
If you’re ready to take your campaigns to new heights, contact us.
