Mumbai: Google hosted this year’s edition of Google Marketing Live (GML), showcasing newest Ads innovations and how businesses can put Google AI to work.
Key highlights included:
New Performance Max creative controls: Soon, advertisers can share their font and colour guidelines, as well as provide helpful image reference points to generate new asset variations. Google is introducing new image editing capabilities so advertisers can try adding new objects, extending backgrounds, and cropping to adapt to any format, size and orientation.
● Brand guidelines. Soon, advertisers can share their font and color guidelines in Performance Max, as well as
provide helpful image reference points to generate new asset variations.
● Image editing. Google said that it is also introducing new image editing capabilities so advertisers can try adding new objects, extending backgrounds, and cropping to adapt images to any format, size and orientation. Additionally, retailers will be able to highlight their products from their Google Merchant Center feeds and
take advantage of these editing capabilities.
● Image references and image recommendations. With Image references and recommendations, Google AI
can help Pmax campaigns generate new creative variations that meet advertiser brand standards.
New immersive Shopping Ad experiences: Advertisers will soon be able to enhance their Shopping ads with immersive visuals, including Virtual Try-On and generated 3D spinning ads, and later this year, it is introducing a feature that lets shoppers dive deeper into an ad to see product videos, summaries and similar products provided by the advertiser.
New Opportunities for Consumers:
● Search and Shopping ads in AI Overviews. In early testing, we’ve heard that people find the ads appearing
above and below the AI-generated overview helpful. Soon, we’ll start testing Search and Shopping ads in AI
Overviews for users in the U.S. They will have the opportunity to appear within the AI Overview in a section
clearly labeled as “sponsored” when they’re relevant to both the query and the information in the AI
Overview.
● New Ad Experiences in Search. We’re also currently testing a new ad experience in Search to help guide
people through complex purchase decisions. Let’s say friends are renovating and they search for “short term
storage.” Clicking an ad for a storage facility may lead to a dynamic experience where AI helps them figure
out what they need. If they share details, like photos of furniture and their budget, Google AI could then
recommend storage unit sizing and packing materials with a link to purchase on the website.
New Shopping Ad Formats:
Connecting Short-form Video to Ads. Initially launching for retailers as a closed beta later this year, brands
can connect their short-form product videos – or videos from creators – to their ads. Now, with just a click,
shoppers on Search can engage with these short videos showing how a brand’s clothes look on others, view
helpful styling suggestions, and easily explore related or complementary products.
● Virtual Try-On Ads. Since it its Virtual Try-On technology to Search last year, it has seen people click out to retailer sites more when viewing products with Virtual Try-On enabled. To help brands harness the power of VTO, it is launching Virtual Try-On in apparel ads for men’s and women’s tops. This lets shoppers see how your products look on a variety of body types and build the confidence to buy.
● 3D Shoe Ads. It has used 3D technology to automatically create 3D spins from a set of images, making
asset creation easier for merchants who sell shoes. It is now bringing this innovation to ads. All a
merchant needs to do is provide a handful of high-quality images of their shoes at different angles and it willuse its advanced AI techniques to create a 360-degree view of their footwear.
New Ways for Merchants to Market their Products
● Brand Profile. It is unveiling a new visual brand profile right on Search that gives richer results for brand-specific shopping queries. On the new brand profile it will highlight information brands have provided throug Google Merchant Center – as well as Google’s Shopping Graph – to showcase their ethos and offering.
● Image Generation in your Brand Style. Now, within Product Studio, brands will be able to generate new product images that match their unique brand style. They can just upload an image that represents their aesthetic, add a prompt describing the scene and within moments Product Studio will generate campaign-ready content.
● Image-to-Video Generation. Product Studio will also give brands the ability to generate videos from just one photo. So, with just the click of a button, brands can animate components of still product images to create short videos or playful product GIFs for social media.
