Google AI Enhances Ad Creativity: Exciting New Features Revealed at Google Marketing Live

Generative AI plays a significant role in advertising by helping to meet advertisers’ needs and unlocking new possibilities across the marketing process. This includes creating immersive ads experiences and high-performing creative assets at scale. The technology facilitates the production of diverse creative assets that are both relevant and helpful, capturing people's attention more effectively.

To improve Performance Max Ad Strength to Excellent, advertisers can utilize generative AI to produce a variety of creative assets that align with their brand standards. Google has found that advertisers who achieve an Excellent Ad Strength rating see, on average, a 6% increase in conversions. This suggests that a diverse and high-quality set of creative assets can significantly enhance ad performance.

Google is introducing new image editing capabilities that allow advertisers to:

• Add new objects to images
• Extend backgrounds
• Crop images to adapt to various formats, sizes, and orientations

Retailers can also highlight products from their Google Merchant Center feeds and utilize these editing features. Google AI will generate recommendations showing products in different contexts, which advertisers can then select and use across their marketing channels.

The new immersive ad experiences for Shopping ads include features like Virtual Try-On and generated 3D ads. Additionally, a feature is being introduced that allows shoppers to dive deeper into an ad to view product videos, summaries, and similar products provided by the advertiser. These enhancements aim to boost shopper confidence by providing a more tangible sense of the products being advertised.

Businesses can use Google Ads Data Manager to improve their results by easily bringing different sources of first-party data together in one place. This tool simplifies the process of using, analyzing, and activating data, which previously could take weeks or months, now only takes minutes. A strong measurement strategy built on a foundation of first-party data is essential for getting the most out of AI in advertising.