The integration of AI-powered campaigns has driven tremendous success for both small and large businesses alike. However, many of us have been asking for more control and insights when using AI in advertising — especially with generative AI.
At this year’s DMEXCO, one of Europe’s premier digital marketing events, Google shared how it is enhancing AI tools to give you greater influence over your campaigns.
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Here are the top five announcements from the event:
1. Gemini models now power Search campaigns in multiple languages
Google’s AI-powered Search capabilities create opportunities for businesses to meet customers at the perfect moment, driving results and improving ROI. By using the conversational experience in Google Ads, businesses have already seen vast improvements in their Search campaigns. Small business advertisers using these AI-driven tools are 63% more likely to publish Search campaigns with ‘Good’ or ‘Excellent’ ratings.
To help even more businesses achieve these results, Google is expanding this conversational experience to German, French, and Spanish in the coming months. This will make it easier for brands to reach international audiences. A great example is HomeToGo, a vacation rental marketplace that’s using these tools to generate optimized ad headlines and descriptions.
2. More ways to fuel your creative vision with generative AI
In today’s unpredictable consumer landscape, your ad strategy needs to adapt quickly. Google’s Performance Max is fueled by AI and dynamically optimizes budgets to maximize conversions across Google’s many channels. A study by TransUnion revealed that Google’s Performance Max campaigns drove 19% higher ROAS in 2023 compared to other AI-powered platforms.
When it comes to reaching customers who may not be actively searching but are open to discovering, Demand Gen campaigns shine. These campaigns allow businesses to engage consumers through immersive visual storytelling on platforms like YouTube and non-search inventory. Advertisers who combined Demand Gen with their Search or Performance Max campaigns saw 14% more conversions.
To give businesses even more creative flexibility, Google is expanding its AI-powered image editing tools to more campaign types, including Search, Demand Gen, App, and Display. Advertisers can now edit images directly from Google Merchant Center and generate diverse creative assets in new languages like German, French, and Spanish.
3. Scale and optimize your assets while staying in control
While AI allows for more creative freedom, it’s essential for businesses to maintain control over their brand identity. Google now enables advertisers to upload up to five reference images and then uses AI to generate assets that match their brand’s aesthetic.
Additionally, starting next month, Performance Max brand guidelines will be fully available. This feature allows advertisers to set specific brand elements, including fonts, colors, and logos, ensuring consistent branding across all ad formats. For more creative control, Demand Gen campaigns will allow advertisers to pin video assets to specific formats and surfaces, ensuring their most impactful visuals appear exactly where they want them.
4. Performance Max: Deeper insights, better results
As an agency, we know that building high-performing creative requires ongoing optimization. Google’s latest updates to Performance Max make this process easier by improving asset reporting and offering conversion metrics for each asset. These insights help us identify what’s working and what needs improvement.
The new combined view of performance insights, explanations, and recommendations eliminates the need for digging through multiple reports. With target pacing insights, we can also track progress toward campaign goals more effectively. Additionally, impression share reporting is now available in Performance Max for the first time, allowing us to see how prominently our clients’ ads are appearing on the Search results page.
5. Media management, your way
Finally, Google has responded to our requests for more control in AI-powered campaigns by introducing campaign-level negative keywords in Performance Max. This long-awaited feature, set to roll out by the end of the year, ensures that ads align more precisely with our client’s brand and audience needs on Search inventory.
Moreover, omnichannel bidding is coming to Demand Gen campaigns, giving us new optimization levers to maximize both online and in-store conversions for our clients.
As AI transforms the world of digital marketing, these advancements provide more control, insights, and flexibility to optimize campaigns. Google’s new tools empower agencies like ours to fine-tune creative assets, expand global reach, and drive stronger ROI for our clients. Whether scaling campaigns across languages or perfecting brand consistency, these AI-powered innovations help deliver the best results.
Want to brainstorm with our team on new ways to scale your business with YouTube Ads (and other performance video platforms)?
Join us for a free YouTube ad brainstorming session👇
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Mirna Peric, Lead Media Buyer
Mirna is a top-notch Media Buyer with years of experience and millions of dollars in revenue-generating ad spend to prove it. Her insatiable curiosity combined with a strategic mindset helps her stay ahead of the game when scaling our clients' offers.
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