AGENCY BIO

Founded: 1998
Parent company: Google
Regional Head: Anthony Nakache, Managing Director at Google MENA
Global HQ: Mountain View, California, USA
Regional HQ: Dublin, Ireland (EMEA Headquarters)

Description: Google’s mission is to organise the world’s information and make
it universally accessible and useful.

User demographic/profile: All logged-in users

What’s the one thing you wish more marketers knew about your platform?

Google Search plays an important role in exploration and evaluation, in fact 15 per cent of Search queries are new. Marketers can leverage Google’s AI-powered ads solutions by connecting with consumers at different stages of their journey. For example, Circle to Search helps people shop, get travel inspiration, quickly compare restaurants and more by using a simple gesture.  Google Lens also helps make the shopping experience more intuitive for consumers. In fact, Lens is used for 12 billion visual searches a month — a four-fold increase in just two years, and a growing number of those searches are multimodal. 

What makes a topic ‘trending’ on your platform?

Google Trends show spikes in searches within a chosen timeframe and geography.  Marketers are also able to remain up-to-date, by downloading the trends screensaver.  Some of the top trending terms in Saudi Arabia, the UAE and Egypt last year included the Saudi Pro league, Oppenheimer, SeaWorld Abu Dhabi and Generative AI platforms.

What are the upcoming features or updates that users can look forward to?

 With the launch of AI-powered asset generation and image editing in Performance Max campaigns, advertisers will be able to generate more text and image assets with just a few clicks. Google’s new Product Studio, designed with Google’s AI Principles top of mind, brings the benefits of generative AI to businesses of all sizes, helping them create unique and tailored product imagery for free, while getting more value from their existing images. 

What makes a successful brand campaign?

A successful Google Ads campaign relies on the alignment of clear business goals, robust measurement, and strategic use of AI tools. By establishing a focused strategy and tracking key performance indicators, marketers can optimise campaigns and leverage AI for tasks like automated bidding and audience segmentation. One example was run by a Saudi charity Al Wedad that used a data-driven strategy with AI tools to raise funds for orphans during Ramadan last year.