Google Ads unveils AI-powered features for improved campaign performance

Google has announced a suite of new artificial intelligence (AI) powered features for its advertising platform, aimed at improving campaign performance and giving advertisers more control. The announcement was made on September 18, 2024, at DMEXCO, a major European digital marketing event, just four days ago.

According to Brendon Kraham, VP of Search and Commerce for Global Ads Solutions at Google, these new features are designed to provide advertisers with enhanced AI tools, deeper insights, and greater control over AI-powered campaigns. The updates come in response to advertiser feedback requesting more control and transparency in AI-driven advertising.

Expansion of Gemini Models for Search Campaigns

Google is expanding the use of its Gemini AI models to help build better Search campaigns in additional languages. The conversational experience for creating Search campaigns, which has already helped hundreds of thousands of businesses, will soon be available in German, French, and Spanish. According to Google, small business advertisers using this feature are 63% more likely to publish Search campaigns with 'Good' or 'Excellent' Ad Strength.

Enhanced Generative AI Tools for Creative Assets

Google is broadening its AI-powered image editing capabilities beyond Performance Max campaigns. Advertisers can now enhance image assets in Search, Demand Gen, App, and Display campaigns. Additionally, asset generation will be available in six new languages: German, French, Spanish, Portuguese, Dutch, and Italian.

Improved Creative Control

To give advertisers more control over their creative process, Google is introducing several new features:

• The ability to provide up to five reference images along with a prompt for AI-generated images
• Brand guidelines for Performance Max campaigns, allowing advertisers to define specific brand elements
• Creative preferences for Demand Gen campaigns, enabling advertisers to pin video assets to specific formats and surfaces

Enhanced Performance Insights

Google is overhauling its performance insights to provide advertisers with a more comprehensive view of campaign performance. New features include:

• Consolidated insights, explanations, and recommendations in a single view
• Target pacing insights to track progress against CPA and ROAS goals
• Impression share reporting for Performance Max campaigns

Expanded Media Management Options

Google is introducing new controls and optimization levers for advertisers:

• Campaign-level negative keywords in Performance Max (beta)
• Omnichannel bidding for Demand Gen campaigns (beta)
• Support for buying Demand Gen campaigns in Display & Video 360

Performance Data

Google shared some performance data to highlight the effectiveness of its AI-powered campaigns:

• Performance Max campaigns drove 19% higher Return on Ad Spend (ROAS) in 2023 compared to AI-powered and automated performance campaigns on the largest social platform by share of spend, according to Marketing Mix Models (MMMs) run by TransUnion among Retail & Consumer Electronics advertisers in the U.S.
• Advertisers who added Demand Gen to their Search and/or Performance Max campaigns saw an average of 14% more conversions.

Technical Details

The new features leverage various AI technologies, including:

• Gemini models: Advanced language models that power the conversational experience for creating Search campaigns
• Generative AI: Used for asset generation and image editing across various campaign types
• Confidential computing: Employed in the recently introduced confidential matching feature for secure data processing

Timeline for feature rollouts

• Campaign-level negative keywords in Performance Max: Beta launch by the end of 2024
• Omnichannel bidding for Demand Gen campaigns: Beta available in the coming months
• Support for buying Demand Gen campaigns in Display & Video 360: Rolling out in October 2024
• Brand guidelines for Performance Max: General availability next month
• Asset coverage reporting in Performance Max: Starting next month
• Conversational experience in German, French, and Spanish: Coming in the next few months

Impact on advertisers

These new features are expected to provide advertisers with:

• More efficient campaign creation and management
• Improved creative asset generation and customization
• Better insights into campaign performance
• Greater control over AI-powered campaigns
• Enhanced data privacy and security

Key Facts

• Announcement date: September 18, 2024
• Event: DMEXCO (European digital marketing event)
• New features include:
  • Expanded language support for Gemini-powered Search campaigns
  • Enhanced generative AI tools for creative assets
  • Improved creative control options
  • Overhauled performance insights
  • New media management options
• Performance data:
  • 19% higher ROAS for Performance Max campaigns vs. social platform campaigns
  • 14% more conversions when adding Demand Gen to existing campaigns
• Timeline: Various features rolling out between October 2024 and the end of the year
• Technologies used: Gemini models, generative AI, confidential computing