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Google Marketing Live: 6 Google Ads Innovations We’re Excited About

Google Marketing Live: 6 Google Ads Innovations We’re Excited About

We love making AI work for your business. It’s kind of our jam. So when Google unveils new Ads innovations, you know we’re going to be there. 

If you somehow missed it, catch the full keynote here:

Much of Google Marketing Live’s keynote focused on generating creative that stays relevant in the endless sea of ads we get bombarded with. For your ad to land in front of the right customer, it has to be creative, helpful, and a quality creative asset that can catch your customer’s attention. You also need several creatives to test, iterate, and improve upon. 

Before generative AI, this would have been almost impossible to do at scale. Luckily for us, we live in a period of significant advancement in AI capabilities. That means we can spend less time doing things we hate, and more time getting great ads out into the world. 

In the Google Marketing Live keynote, Google unveiled several ways their improved technology helps them better meet the needs of advertisers, from creating new immersive ad experiences to generating high-performing creative assets. This blog will outline the top five announcements we’re most excited about!

1. Immersive Ad Experiences

When making an online purchase, you’re putting a lot of confidence in the brand. You’re trusting that the product will be as advertised, will fit as specified, and will feel as expected. It’s difficult to make a purchase like this without holding a product in person, and even the best descriptions don’t often convey every aspect of the product. 

Using generative AI, businesses can inspire that necessary confidence directly from the ad. Soon, immersive visuals like the Virtual Try-On feature will be added to Shopping ads, which allows consumers to view a clothing item like a top on the real model that resonates with the customer. 

Source: Google

As an online shopper, there’s nothing quite as frustrating as attempting to purchase a piece of clothing with only a singular photo of a model that doesn’t match your body type. Google will use generative AI to put the specific piece of clothing on a real model. That’s pretty cool! 

2. Shop while you Watch

In 2023, people watched over 30 million hours of shopping videos on YouTube, which represents a 25% growth year-over-year. As mentioned above, YouTube is the home for get ready with me and unboxing videos - what better way to bridge the gap than to offer “shop while you watch”? 

YouTube’s affiliate program is making it possible by allowing verified YouTube creators to easily tag products in their live streams, videos, and shorts. Google announced that they’re expanding the affiliate program to all Shopify Plus and Advanced merchants in the USA, creating a direct link between the YouTube affiliate program and their Shopify product catalog.

BK Beauty already reaps the benefits of the YouTube affiliate program, with creators generating hundreds of videos featuring their products. With an impressive 3.5% conversion rate, BK Beauty allows the creators to iterate on creative and pinpointing which creators are driving sales, and ultimately, the type of content that works best for their brand. 

3. Visual Storytelling

Google invented visual storytelling–well, they inherited it when they bought YouTube. The home of unboxing videos and product demos is still the most visually-immersive place to promote a product. 

Last year, Google introduced Demand Gen campaigns, where an advertiser can capture engagement and action across YouTube, including Shorts, Discover, and Gmail. They’re the perfect campaign type for social advertisers who want to serve visually-appealing multi-format ads across Google’s advertising surfaces. 

Google also introduced new formats and features to help businesses engage with the 2+ billion users logged into YouTube shorts on a monthly basis, like vertical ad formats, ad stickers, and animated image ads that can be automatically created from images in advertisers’ accounts. 

Image: Google

4. AI Overviews

How do you remove wrinkles from clothes without an iron? 

This might be something you’ve tried to Google, and maybe you got a list of solutions you could try without purchasing a product. However, Google knows this is an opportunity. 

Soon, AI Overviews will appear in search results to provide answers to more complex questions, and yes, a link to a product that will solve your problem. Google has been conducting the research, and they’ve discovered that consumers clicking on AI Overviews are often more satisfied with their results, resulting in higher quality clicks to the advertiser’s website, and users are more likely to spend more time on the site. 

It’s a great way to reach consumers in their exploratory phase!

5. Google Ads Data Manager

When it comes to AI tools, the output is only as good as the input. 

Now available to everyone, Google Ads Data Manager will make it easier to bring in other sources of first-party data together in one place (*hint hint, cough cough* … know anyone with first-party data?🐳🐳🐳).

Advertisers can take the data gathered here to analyze then inform future ad strategies and campaigns. As evidenced by our integrations list, many DTC businesses incorporate data from many sources, and painting a clear picture of what’s happening can be difficult. 

With Google Ads Data Manager, business owners can benefit from centralized management, easier onboarding, and collaborative workflows when all of your data management controls are in one place. 

6. Brand Info at a Glance

A big part of a customer’s path to purchase involves learning more about a brand. Google’s data even indicates that over 40% of shopping queries mention a brand or retailer. 

In a similar vibe to Amazon’s brand pages, Google’s result for a brand will now highlight information the brand has provided through the Google Merchant Center, including delivery options, return policy, recent social media posts, and current promotions. The information is meant to provide potential customers with valuable and convenient information all in one place, alongside customer reviews for social proof. 

Google modeled these pages off of the business profiles available on Maps for local businesses, which are often the first point of contact for customers searching for products you sell. 

There are plenty more ad innovations that Google introduced at Google Marketing Live, so make sure you check out the keynote linked at the top of this blog! Google’s goal through all of these improvements is to go beyond simply listing products and pushing lasting connections with consumers. 

Will you make Google AI work for your business? Learn more about the generative AI and ad innovations here

Remember how I said AI is our jam? 

Triple Whale made something you’ll love so you’ll stop doing things you hate. Moby is the only AI that understands your business, and the best way to empower your team with the knowledge, flexibility, and intelligence necessary to make the decisions to drive your business forward. Learn more about Moby here

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