Google Unveils New AI Features for Google Ads at DMEXCO 2024

Google has recently announced a range of new AI updates for Google Ads as part of its presentation at DMEXCO, one of Europe’s top digital marketing events. These updates include advanced AI creation assistance, AI asset generation, new AI parameter controls, improved reporting, and more. Let’s delve into the details.

Expanding AI Ad Building Tools to More Languages

In a bid to make advertising easier, Google is expanding its AI ad building tools to more languages. The conversational experience for Search campaigns, which was launched in English earlier this year, allows advertisers to set up promotions by simply adding the URL of their landing page. Google’s AI system will then generate a description of the business, relevant keywords, headlines, images, and more. The process will soon be available in German, French, and Spanish languages.

AI Image Editing Tools

Google is extending its AI image editing tools to various campaign types. Previously available only for Performance Max ads, these tools will soon be accessible for Search, Demand Gen, App, and Display campaigns as well.

Moreover, Google is introducing visual asset generation tools in six additional languages (German, French, Spanish, Portuguese, Dutch, and Italian). Advertisers can now provide up to five reference images along with a prompt to generate product and promotional images.

Enhanced Brand Guidelines and Control

Google is expanding brand guidelines for Performance Max campaigns, allowing more control over AI-generated assets. Additionally, the platform is improving its AI feedback tools to help enhance ad campaign performance.

According to Google, new asset coverage reporting in Performance Max will help pinpoint underperforming asset groups and provide specific recommendations for improvement. They are also rolling out campaign-level negative keywords in Performance Max and adding omnichannel bidding to Demand Gen campaigns.

The Potential of AI for Advertisers

Google’s latest AI features underscore the value AI can bring to advertisers by helping align ads for maximum performance. While image generation is still evolving, the ability to provide reference images will enhance Google’s asset generation tools and make them more valuable for brands.

Generative AI is proving to be invaluable in this regard. The AI tools trained on Google Ads performance data offer tangible benefits that could significantly impact brands’ advertising strategies.

Excited about Google’s expanded AI tools? Learn more here.