Google has announced a suite of new AI-driven features for its advertising platform, aimed at improving campaign performance and giving advertisers more control. These updates, revealed at DMEXCO, one of Europe's premier digital marketing events, showcase Google's commitment to integrating advanced AI capabilities into its advertising tools.
Key Updates:
- Expanded Language Support for Gemini Models:
- The conversational experience for Search campaigns will soon be available in German, French, and Spanish.
- This expansion aims to help more businesses create high-performing Search campaigns using generative AI.
- Enhanced Generative AI for Creatives:
- AI-powered image editing now extends to Search, Demand Gen, App, and Display campaigns.
- Asset generation will be available in six new languages: German, French, Spanish, Portuguese, Dutch, and Italian.
- Advertisers can now provide reference images along with prompts for AI-generated images that align with their brand aesthetic.
Improved Brand Control:
- Brand guidelines for Performance Max are moving to general availability next month.
- Demand Gen creative preferences are now available to all advertisers, allowing for pinning of video assets to specific formats and surfaces.
Enhanced Performance Insights:
- New asset coverage reporting in Performance Max to identify underperforming asset groups.
- Streamlined performance insights combining insights, explanations, and recommendations into a single view.
- Introduction of target pacing insights to track progress against CPA and ROAS goals.
- Impression share reporting coming to Performance Max for text and Shopping ads.
New Media Management Features:
- Beta launch of campaign-level negative keywords in Performance Max.
- Omnichannel bidding for Demand Gen campaigns to maximize online and in-store conversions.
- Support for buying Demand Gen campaigns in Display & Video 360.
These updates reflect Google's response to advertiser feedback, particularly the demand for more controls and insights in AI-powered campaigns. The new features aim to provide advertisers with more flexibility, better performance tracking, and enhanced creative capabilities, all powered by Google's advanced AI technology.
Google emphasizes that these AI tools are designed to enhance human creativity rather than replace it, offering advertisers new ways to optimize their campaigns while maintaining brand control and alignment.
