20 Huge AI Updates Coming To Google Ads [2024]

20 Huge AI Updates Coming To Google Ads [2024]

Google recently held their Google Marketing Live 2024 event, unveiling an array of updates and features coming to Google Ads, Performance Max, YouTube Ads, and more over the next year. As always, staying ahead of these changes can help you scale your revenues profitably with Google Ads. Here's a summary of the most critical announcements from the event.

AI Overviews: Ads in Snippets

Google's AI Overviews is a new feature in search listings that leverages AI to provide comprehensive result snippets. Ads will appear both above, below, and now within these AI overview snippets. These ads will be clearly labeled as advertisements.

Shopping Feeds and Visual Search

Optimizing shopping feeds is more important than ever, as Google uses this data for serving ads within AI placements. Shopping ads will also be integrated into visual search results, with a refined interface making it easier to buy directly from these searches.

New Conversational Experience for Ad Creation

Google introduced a conversational experience where you input your website URL, and it auto-generates ad copy and keywords. While this process claims to enhance ad strength, manual ad creation may still yield better results for those with experience.

The Power Pair: Search Ads Plus Performance Max

Google now emphasizes the "Power Pair" — running both Search Ads and Performance Max campaigns simultaneously. While Performance Max can extend the reach of your search campaigns, manual control of search ads usually outperforms automation.

Broad Match and Smart Bidding

Broad Match has recently been improved by 10%, and Performance Max will complement search campaigns by extending beyond their capacity. However, it's still advisable to start with phrase and exact match keywords initially.

Gross Profit Optimization

A significant update is the introduction of gross profit optimization, allowing advertisers to input cost of goods sold (COGS) data. Google will then optimize bids for gross profit. This feature could be especially beneficial for small businesses focused on profitability.

AI Asset Generation

Performance Max and Demand Gen campaigns will benefit from enhanced AI asset generation tools, now allowing customization to brand specifics like colors and font. This enables the creation of high-performing images and videos with less manual work.

New Reporting and Control Features

Google is introducing additional reporting and control features for Performance Max campaigns, including placement reporting and exclusions for YouTube videos, as well as conversion metrics per creative asset.

AI-Powered Video View and Video Reach Campaigns

AI-Powered Video View and Video Reach campaigns are coming to YouTube. These are geared more towards brand awareness campaigns rather than direct response advertising aimed at immediate sales.

Demand Gen Campaign Enhancements

Demand Gen campaigns are receiving multiple updates, including animated ad units created from product feeds and the ability to use lower-threshold lookalike segments.

YouTube Partnership Ads and Affiliate Program

YouTube creators can now tag products in their videos and earn affiliate commissions. Google is expanding this to all Shopify Plus and advanced merchants in the USA. Additionally, businesses can now promote videos made by creators as ads with co-brand formats.

Product Studio Enhancements

Product Studio will feature new AI tools, such as style-aligned assets and image-to-video capabilities, helping advertisers create lifestyle images and animated videos from static images.

Brand Profile in Search

A new brand profile feature in search enables businesses to showcase images, videos, reviews, and other information about their brand directly in search results. This profile will show alongside paid ads.

Automated Product Highlights

Automated product highlights will use AI to pull key information from product descriptions and reviews, emphasizing the importance of having well-optimized product descriptions.

3D Rotating View and Virtual Try-On

New interactive features like the 3D rotating view for shoes and virtual try-on for apparel will provide a more immersive shopping experience.

Video Highlights

Video highlights will allow shoppers to view short brand and creator videos directly from shopping ads. This immersive experience can include multiple items, making checkout easier.

Google Ads Data Manager and Measurement Diagnostics

Google Ads Data Manager and Measurement Diagnostics will now be available to help advertisers connect and optimize data feeds from various platforms, providing more in-depth insights.

AI Report Generator

An AI report generator is being introduced to Google Ads, Search Ads 360, Campaign Manager 360, and Merchant Center Next. This tool will allow you to ask the AI specific questions and generate customized reports.

Marketing Mix Model (MMM) Solution

Google will introduce an MMM solution called Meridian, providing a broader way to measure advertising effectiveness due to the resurging interest in marketing mix modeling.

Detailed Summary Document

For a more in-depth look at these updates, Google released a PDF document summarizing all the announcements and their expected release dates.

Keywords

• Google Marketing Live 2024
• AI Overviews
• Shopping Feeds
• Visual Search
• Conversational Ad Creation
• Power Pair
• Performance Max
• Broad Match
• Gross Profit Optimization
• AI Asset Generation
• YouTube Ads
• Demand Gen Campaigns
• YouTube Partnership Ads
• Product Studio Enhancements
• Brand Profile in Search
• Automated Product Highlights
• 3D Rotating View
• Virtual Try-On
• Video Highlights
• Google Ads Data Manager
• Measurement Diagnostics
• AI Report Generator
• Marketing Mix Model

FAQ

What is the new AI Overviews feature in Google Search?

AI Overviews is a new AI-powered feature in Google search listings that provides comprehensive result snippets, within which ads will now also appear.

Why is optimizing shopping feeds more important?

Google uses shopping feed data for serving ads within AI placements and visual search results, making optimization crucial for ad performance.

What is the Power Pair in Google Ads?

The Power Pair refers to running Search Ads and Performance Max campaigns simultaneously for improved results.

What is the significance of Gross Profit Optimization?

Advertisers can input cost of goods sold data, and Google will optimize bids for gross profit, aiming to increase profitability rather than just conversions.

Can I use AI asset generation for brand-specific customizations?

Yes, new tools allow for customization to specific brand colors and fonts, making it easier to generate high-performing assets.

What new reporting and control features are coming to Performance Max?

New features include placement reporting, exclusions for YouTube videos, and conversion metrics per creative asset.

How will the new brand profile in search work?

It allows businesses to showcase images, videos, reviews, and other information directly in search results alongside paid ads.

What are automated product highlights?

This feature uses AI to pull key information from product descriptions and reviews, making it easier for users to find relevant product details.

What is the AI report generator?

An AI tool that allows you to ask specific questions and generate customized reports, available soon in Google Ads and other platforms.

What is Google's Marketing Mix Model Solution?

Called Meridian, this solution offers broader ways to measure advertising effectiveness, especially useful as traditional metrics become less reliable.