By Jalaja Ramanunni
Google Marketing Live showcased Google’s new range of generative AI advancements designed to simplify campaign creation, enhance ad relevance, boost creativity, and deliver new ad experiences.
These tools, integrated into Google Ads, Performance Max, Product Studio, and the Search Generative Experience (SGE) in Search Labs, provide marketers with solutions that combine their expertise with the capabilities of Google AI.
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Conversational experience
Google announced that it is simplifying campaign creation with a chat experience. It lets marketers collaborate with Google AI by entering the landing page and receiving relevant keywords, headlines, descriptions, images, and other assets for the campaign from the system. This gives marketers the flexibility to review and edit these suggestions, benefiting from an intuitive conversation-like interaction with Google AI to optimise campaign performance.
Generative AI in Performance Max, Search Ads, and Google Product Studio
Google is enhancing relevance in Search Ads with generative AI to help create and adapt Search ads. Based on existing ads and landing page content, the system automatically generates contextually relevant headlines and descriptions while maintaining its brand identity. It is also taking its generative AI capabilities to Performance Max; with the new tools, marketers can create custom assets and scale them with a few clicks. By providing their website, Google AI learns about the brand and populates the campaign with relevant text, images, and assets. Marketers can also use generative AI to automate the creation of text assets and pictures on Google Product Studio.
Prioritising privacy
Moreover, Google is actively testing privacy-preserving signals from the Privacy Sandbox. Its new AI-powered privacy-first feature aims to help marketers reach relevant customers and measure results while prioritising user privacy, even as third-party cookies are phased out of Chrome.
