At Google Marketing Live 2024, we unveiled new ways you can put Google AI to work for your business. Check out this roundup of all the product announcements Google Marketing Platform has in store for enterprise advertisers:
Creative
Scale creatives with generated template assets in Search Ads 360
Templates is a powerful tool for marketers, enabling you to scale campaign setup and ad creation for thousands of your products with changing prices and availability by using your data feed. In the coming months, Google AI will simplify the process of setting up templates: you’ll be able to automatically generate template assets while adhering to engine-specific ad requirements, like headline length, for search engines such as Google Ads and Microsoft Ads. By simply describing your desired ads, Google AI will use your feed data to suggest headline and description formulas for responsive search ads and allow for pre-launch review. This update streamlines template setup and reduces the need for formula writing expertise, with the goal of delivering ads that improve performance.
Media
Unlock growth across channels and engines with Search Ads 360’s bidding recommendations
The right bid optimization strategies across search engines and channels can significantly lift overall performance. In the coming months, Search Ads 360 will provide personalized bidding suggestions powered by Google AI to help you uncover untapped opportunities. These recommendations will include cross-channel, cross-engine bidding portfolios to maximize return on investment and budget bid strategies to get the most out of your budget while staying in control of your spending. These recommendations will only surface for potential growth opportunities relevant to your account. You can simulate their impact before applying them to your campaigns.
Better inform bidding in Search Ads 360 with predictive conversion values
Many advertisers need to optimize campaigns when final conversion values aren't immediately available. For example, car dealerships may not know the final sales price of a vehicle at the time of lead generation, while retailers may not know the lifetime value of a first time customer. That’s why we are developing predictive conversion values, coming to beta later this year. To participate, you must be a Google Cloud customer, and Google Cloud Vertex AI will harness the power of your first-party data to predict conversion values. These predicted values will then be shared with Search Ads 360 to bid according to anticipated high-value outcomes.
Simplify audience list selection and find audience insights beyond intuition in Display & Video 360
Generative AI can be a helpful collaborator. With audience persona, you can instantly generate a combination of audience segments that matches your goals, all based on a description of your ideal audience. This tool helps agencies easily select the right audience lists from thousands of options, while also uncovering new, high-potential audiences to improve reach and deliver better results for clients. Audience persona launches in a few months, starting with Google audience and demographic segments. Learn more about audience persona and other Display & Video 360 innovations announced at Google NewFront.
Run Demand Gen campaigns with Floodlight optimization in Search Ads 360 and Display & Video 360
Demand Gen campaigns enable you to create new demand and drive conversions on YouTube and Google’s most immersive surfaces where people stream, scroll and connect. In the coming months, Demand Gen will roll out to Display & Video 360 and Search Ads 360. You’ll be able to seamlessly manage Demand Gen campaigns alongside other cross-channel campaigns for a unified approach. With Floodlight measurement in Search Ads 360 and Display & Video 360, you’ll be able to optimize your Demand Gen campaign performance based on cross-channel deduped conversions. Finally, view-through conversions measurement for YouTube will soon be available for Demand Gen campaigns in Campaign Manager 360, providing an even more comprehensive understanding of performance.
Measurement
Gain quicker cross-channel insights with generated reports in Search Ads 360 and Campaign Manager 360
Later this year, you will be able to rapidly generate custom reports by simply describing the insights you need. These reports will include Floodlight metrics and take into account hundreds of columns, multiple chart types, filters, sorting, and date range controls. In Search Ads 360, these reports will also include custom columns that you use to shape advertising data into performance stats that are relevant to your business. For both Search Ads 360 and Campaign Manager 360, these generated reports will enable you to understand performance across the paid media channels you’re buying or measuring within each platform.
Measure your reach across linear TV and digital with Cross Media Reach in Campaign Manager 360
Campaign Manager 360 users will soon have access to Cross Media Reach measurement, expanding reach insights to include linear TV alongside existing paid media channels. This means you'll gain a deeper understanding of the unique and incremental reach of your Campaign Manager 360 digital video campaigns compared to linear TV. These insights will empower you to identify the most efficient video buys for maximizing reach while controlling for frequency, and ultimately drive more brand awareness.
Plan and measure full-funnel, cross-channel marketing with Google Analytics 4
Later this year, Google Analytics 4 will integrate with linked Campaign Manager 360 accounts to bring aggregate impressions into your advertising workspace, giving you more insight into your brand’s performance across the funnel. Additionally, we’re making it simpler to import non-Google campaign data into Analytics. That means you’ll be able to authenticate reporting APIs from Pinterest, Reddit and Snap directly in your Analytics property using cost data import. And to help you understand where to invest your budgets, we’ll be rolling out cross-channel budgeting to track campaign pacing and projected performance across all channels—and get recommendations.
See the rest of Google’s new ad solutions introduced at Google Marketing Live 2024.