At DMEXCO 2024, Google unveiled cutting-edge AI tools that promise to revolutionise digital advertising. From multilingual campaigns with Gemini models to creative control through Performance Max, these updates provide businesses with the power to enhance their ad strategies and drive higher ROI.
October 2, 2024
Studio
At Serotonin, we thrive on staying ahead of the curve, blending creativity with cutting-edge technology to push boundaries for our clients. This year at DMEXCO, Google unveiled a suite of AI-powered tools that promise to change the way businesses approach digital advertising. These advancements are designed to elevate performance, streamline creativity, and maximise your brand’s reach. Here’s what caught our attention.
Search campaigns are a marketer’s best bet to reach customers at pivotal moments, and Google’s conversational AI experience—powered by Gemini models—is breaking language barriers. This model helps advertisers craft optimised headlines and descriptions automatically, creating ads in key European languages like German, French, and Spanish. The impact? Advertisers using this AI tool see a 63% higher likelihood of achieving ‘Good’ or ‘Excellent’ ad strength, driving quality results for businesses of all sizes.
Case in point: HomeToGo, a vacation rental platform, used this AI-driven tool to enhance their Search campaigns, creating headlines and descriptions that resonated with international audiences. The result? A measurable increase in campaign success as HomeToGo expanded across borders (blog.google)(Disruptive Advertising).
AI is unlocking new avenues for creative expression. With Performance Max, brands can now let Google’s AI dynamically optimise their budgets across multiple channels to maximise conversions. In fact, recent tests show that Performance Max can deliver up to 19% higher ROAS than conventional AI-driven campaigns (Disruptive Advertising). This means more for less—your budget works harder across channels like Search, YouTube, and Display.
For brands that rely on visual storytelling, Google’s new Demand Gen campaigns bring highly immersive ads to life across platforms like YouTube and Gmail. This tool is designed for discovery, allowing brands to connect with consumers who may not even know they’re looking for you yet. Demand Gen has already proven its worth, delivering 14% more conversions on average for brands that adopt it (blog.google) (Verify Ad Traffic).
Generative AI doesn’t mean giving up creative control. On the contrary, Google is enhancing its AI tools to give advertisers more ways to customise campaigns. You can now submit reference images, ensuring that the AI-generated content aligns perfectly with your brand’s aesthetic. For example, with the expanded Performance Max creative preferences, advertisers can pin specific video assets to formats, controlling exactly how and where they’re shown (Verify Ad Traffic).
This level of control ensures brand consistency across campaigns, providing an edge in highly competitive markets where differentiation is crucial.
Understanding your campaign’s performance is key to continuous improvement. Google’s AI-powered insights are more advanced than ever, offering granular reports that pinpoint what’s working and where adjustments are needed. Performance Max now offers asset coverage reporting, allowing you to identify underperforming assets and receive recommendations for improvement, such as adding more long headlines or square images (adobo Magazine Online).
This is especially useful for brands looking to optimise their return on investment. In a Disruptive Advertising case study, brands leveraging Performance Max saw an 84% improvement in ROAS when combining a well-structured shopping budget with AI optimisations (Disruptive Advertising).
For those wanting more precision in their ad targeting, Google is introducing campaign-level negative keywords within Performance Max by the end of this year. This means you can now eliminate irrelevant search terms that don’t align with your brand’s goals, improving overall campaign effectiveness. Additionally, omnichannel bidding—coming soon to Demand Gen—will allow businesses to seamlessly drive both online and in-store conversions, ensuring a holistic approach to customer engagement (adobo Magazine Online).
