Google Marketing Live 2024: The Latest AI Innovations from Google’s Annual Event

At Google Marketing Live 2024, we introduced new ways to leverage Google AI for your business. Here’s a comprehensive roundup of all the exciting product announcements from the Google Marketing Platform designed to help enterprise advertisers:

Creative

Enhance Creatives with AI-Generated Templates in Search Ads 360

Google AI is making it easier to create and manage ad templates. Soon, you’ll be able to automatically generate template assets that meet specific search engine requirements like headline length for Google Ads and Microsoft Ads. By simply describing your desired ads, Google AI will use your data feed to suggest headlines and descriptions for responsive search ads. This update aims to streamline the template setup process, reducing the need for in-depth knowledge of formula writing and helping you create ads that perform better.

Media

Boost Growth with AI-Powered Bidding Recommendations in Search Ads 360

Optimizing bids across different search engines and channels can significantly improve performance. In the coming months, Search Ads 360 will offer personalized bidding suggestions powered by Google AI. These recommendations will help you identify new growth opportunities and include cross-channel, cross-engine bidding portfolios to maximize ROI. You’ll also be able to simulate the impact of these recommendations before applying them, ensuring that your decisions are data-driven and effective.

Improve Bidding with Predictive Conversion Values in Search Ads 360

For advertisers who need to optimize campaigns without immediate final conversion values, predictive conversion values are coming soon. Google Cloud customers can use Google Cloud Vertex AI to predict these values based on first-party data. This feature, entering beta later this year, will allow Search Ads 360 to bid according to these anticipated high-value outcomes, making your bidding strategies more effective.

Simplify Audience Selection with Audience Persona in Display & Video 360

Generative AI is now a helpful tool for audience selection. With the new audience persona feature, you can generate combinations of audience segments that align with your goals based on a simple description of your ideal audience. This tool helps agencies select the right audience lists from thousands of options and discover new high-potential audiences to enhance reach and results. Audience persona will be available soon, starting with Google audience and demographic segments.

Run Demand Gen Campaigns with Floodlight Optimization in Search Ads 360 and Display & Video 360

Demand Gen campaigns, which create new demand and drive conversions on YouTube and Google’s most immersive surfaces, are expanding. Soon, you’ll be able to manage these campaigns in Display & Video 360 and Search Ads 360. With Floodlight measurement, you can optimize campaign performance based on cross-channel deduped conversions. Additionally, view-through conversions measurement for YouTube will be available for Demand Gen campaigns, offering a comprehensive view of your campaign’s performance.

Measurement

Generate Cross-Channel Insights Quickly with AI-Generated Reports in Search Ads 360 and Campaign Manager 360

Later this year, you’ll be able to quickly generate custom reports by describing the insights you need. These reports will include Floodlight metrics and can be tailored with hundreds of columns, various chart types, filters, sorting options, and date range controls. In Search Ads 360, custom columns will help you shape data into performance statistics relevant to your business. These reports will enable you to understand performance across all paid media channels within each platform.

Measure Reach Across TV and Digital with Cross Media Reach in Campaign Manager 360

Campaign Manager 360 will soon offer Cross Media Reach measurement, which includes linear TV alongside existing paid media channels. This feature will give you a deeper understanding of the unique and incremental reach of your digital video campaigns compared to linear TV. These insights will help you identify the most efficient video buys, maximize reach, control frequency, and drive more brand awareness.

Plan and Measure Full-Funnel Marketing with Google Analytics 4

Google Analytics 4 is set to integrate with linked Campaign Manager 360 accounts later this year, bringing aggregate impressions into your advertising workspace for better insight into your brand’s performance across the funnel. Additionally, importing non-Google campaign data will be easier, allowing you to authenticate reporting APIs from platforms like Pinterest, Reddit, and Snap directly in your Analytics property. To help with budgeting, cross-channel budgeting will be introduced to track campaign pacing and projected performance across all channels, complete with recommendations.

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