At DMEXCO, one of Europe’s biggest digital marketing events, Google announced a fresh set of AI-driven tools designed to give advertisers more creative freedom, insights, and control over their campaigns. With AI-powered campaigns becoming the backbone of many marketing strategies, Google is ensuring that businesses, big and small, can leverage the full potential of artificial intelligence to drive real results.
Gemini Learns More Languages
Google’s AI-powered Gemini models have already made waves in the world of Search campaigns. By using a conversational experience to build campaigns, businesses have seen a dramatic boost in ad performance. Small businesses using this feature are 63% more likely to publish Search campaigns with ‘Good’ or ‘Excellent’ ad strength.
In the coming months, Google is expanding the conversational experience in Ads to German, French, and Spanish. This opens the door for even more businesses to use generative AI to optimize their campaigns—whether they’re a vacation rental company or an e-commerce giant.
This is great news for international advertisers. Imagine you’re a French-speaking business owner trying to build out a successful Google Ads campaign, but navigating the platform in another language has been a hurdle. Now, with AI assistance in your native language, you can quickly generate optimized headlines and descriptions tailored to your audience.
Google Says AI is Helping Businesses Be More Efficient
Ad campaigns are all about creativity, but consumer behavior is unpredictable.
To help businesses keep up, Google’s Performance Max campaigns are using AI to optimize budgets dynamically.
Google stated that Retail and Consumer Electronics advertisers saw a 19% higher return on ad spend (ROAS) in 2023 compared to other AI-powered campaigns on social platforms.
Demand Gen campaigns. These are designed to engage consumers who aren’t actively searching but are open to discovery through visually immersive content. You can now customize your AI strategy by channel, audience, and creative, helping you fine-tune your message to the customers that matter most.
Google says that this flexibility is proving effective, with advertisers seeing a 14% increase in conversions when they added Demand Gen to their other AI-powered campaigns.
Whether you’re spotlighting a new product or trying to reach new audiences, Google is also expanding its AI-powered image editing tools across more campaign types, including Search, Demand Gen, and Display.
Now, you can even select and enhance images directly from Google Merchant Center, making it easier than ever to showcase your products beautifully.
AI Asset Control
Google understands that AI should enhance creativity, not replace it. That’s why they’re giving you even more control over the creative process.
Now, advertisers can provide up to five reference images and watch as Google’s AI generates new images that align with your brand’s aesthetic.
Brand consistency is crucial, especially as businesses scale.
With brand guidelines for Performance Max, advertisers can ensure their brand colors, fonts, and logos are consistent across every ad format.
And for video ads, creative preferences allow you to pin your most impactful assets to specific formats and surfaces, ensuring your visuals appear exactly where you want them.
More Insights for Pmax
Creating high-performing ads isn’t just about having great creative—it’s about understanding what’s working and constantly optimizing.
Google is rolling out new creative reporting tools that offer insights into asset performance, including conversion metrics for each asset.
This means you can quickly identify what’s driving results and make targeted improvements to underperforming assets.
Additionally, target pacing insights will give you a clearer understanding of whether your campaign is on track to hit CPA and ROAS goals.
Combined with impression share reporting for the first time in Performance Max, advertisers will now get a deeper look at how they stack up against the competition, offering valuable insights into where they can increase reach.
Campaign-Level Negative Keywords for Pmax
FINALLY.
One of the most requested features from advertisers has been more control over Pmax campaigns.
Google is responding by introducing campaign-level negative keywords in Performance Max, giving you better control over where your ads appear, especially in Search.
This feature will be available by the end of the year, offering even more flexibility for advertisers to ensure their ads are aligned with their brand message.