About the Author

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Alexander Sperber is the Chief Executive Officer of UnitedAds, a company specializing in digital marketing strategies. With nearly two decades of experience, he has established himself as an expert in Google Ads and search engine optimization (SEO).

Under his leadership, UnitedAds has made a name for itself through innovative approaches to enhancing online visibility and achieving success in digital marketing.

The future of Google Ads is undoubtedly shaped by artificial intelligence, and we take a closer look at the innovations that lie ahead.

At Google’s annual marketing event, Google Marketing Live, one topic in particular is in focus this year, of course. AI – artificial intelligence. The announcements made at Google Marketing Live 2024 leave no doubt that AI will play a prominent role in Google Ads in the future.

Displays in AI overviews

Search and Shopping ads now appear in “sponsored” sections within AI-generated overview boxes on the search results page.

You don’t have to do anything – existing search, PMax and Shopping campaigns are automatically authorized. It is not yet clear how to exclude this authorization.

Google PMax upgrade: mass production of creative AI assets and profit maximization

Advertisers can now produce high-quality creative assets quickly and at scale for Performance Max campaigns.

With generative AI, you can create ads faster, design brand-specific ads, perform advanced image editing and automatically display product feeds in AI-generated creatives. New reporting functions have also been introduced for YouTube and creative assets.

How was the event?

As always, Google Marketing Live 2024 was perfectly organized and took place at a great location in Dublin.

A particular highlight was the impressive performance by Wyclef Jean, who recorded a not-so-bad song for a participant with AI within minutes.

GML 2024

Immersive, AI-driven shopping ads

Video and virtual ad types are now available for Shopping ad advertisers. Retailers can integrate short product videos into ads, virtual try-ons allow shoppers to see how tops fit on different body types, and offer 3D views.

This allows consumers to virtually engage with your creative content and products before they land on your site.

In addition, advertisers can now optimize their ads in Performance Max campaigns for profit targets.

Google reports that advertisers using the new profit targets have seen a 15% increase in campaign profit compared to revenue-only targets.

Google’s Ads Data Manager: Centralization of first-party data

With the Ads Data Manager tool now available to everyone, you can centralize and activate your first-party data to run more effective AI-driven campaigns.

Use it for data integration and for target group insights and targeting.

New brand profiles and AI branding tools for retailers

New tools allow you to better present your brands and create visual content. Create a brand profile to highlight key retailer information in search, including images, videos, customer reviews, offers and more.

The Product Studio now offers brand customization features that allow you to use uploaded images to inspire your AI-generated ads and create videos from a single product photo.

AI-driven displays for complex purchases

Google is testing offering consumers an interactive experience in their search results. AI is used to provide customized advice and recommendations based on the user’s needs and context.

The goal is to improve the user experience on the search results page and deliver a ready-to-buy consumer when they reach the brand landing page.

An example was shown on stage where you can use quick photos of your home to determine the need for a removal company and use them in the search. That was really impressive.

What else was and will be important

GA4 naturally also gets AI:

    • Google Analytics will be equipped with generative AI in the coming months to show trends and significant changes in your data and provide helpful explanations and recommendations in understandable language.

New reports and insights into Google Ads and Search Ads 360

    • Simple prompts make it possible to filter data and create reports with visual representations effortlessly. This function will be introduced for English-speaking users in the coming months.

Measurement Diagnostics

    • Personalized recommendations with Measurement Diagnostics, a new hub that will be launched in Google Ads and Campaign Manager 360 in the coming months. It enables you to validate and troubleshoot your measurement configuration.

Marketing mix models

    • Meridian, Google’s open-source marketing mix model (MMM), will launch globally later this year to better measure the impact of your marketing strategy.

Performance comparison with similar companies:

    • Later this year, a new feature will be introduced in Google Analytics 4 to help you understand how your performance compares to similar businesses. This allows you to make informed decisions about where to invest time and resources.

Measurement across the entire funnel and all channels

    • Google Analytics 4 will integrate with linked Campaign Manager 360 accounts later this year to bring aggregated impressions to your advertising workspace and give you more insights into your brand’s performance. It will also make it easier to import data from non-Google campaigns into Analytics, including authentication of reporting APIs from Pinterest, Reddit and Snap.

Conclusion: How was Google Marketing Live 2024?

GML2024 1

Of course, there were fascinating demos of AI features, such as the “short term storage” display, which maps the complete process of relocation planning in one display.

The new “maximize profit” strategy will also strike a chord with many e-commerce companies if it works. Likewise, the extended reporting options in Google Ads, which will be a real help for Google Ads agencies.

Nevertheless, we still have the feeling that Google doesn’t know how to deal with the topic of AI in Google Ads.

How exactly will the ads in the AI Overviews look and be delivered? Unclear!

How much control should advertisers still have over their campaigns in the future? Also unclear!

On the one hand, this is understandable, as the speed at which AI is spreading has taken everyone by surprise, but on the other hand, we would have liked to have seen more innovation from one of the leading AI companies.

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