Here's how Google AI is revolutionizing ad management

More AI, faster ad management—here are Google's promises for 2024. At this year's Google Marketing Live 2024 event, the company showcased how artificial intelligence is transforming the entire advertising process: from creating creatives and running campaigns to measuring ad performance, ushering in a new era of advertising. Get ready—as advertisers, we can expect plenty of exciting new features!

Most of the new AI tools are still in beta and are primarily being tested in the US and the UK, so it is not yet certain when they will reach us—but it is possible they will arrive this year. 

New features were announced for several Google Ads campaign types, including Performance Max, Search, and Demand Gen—so if you are using or planning to use any of these, it is a good idea to prepare for the upcoming changes. 

It would be impossible to cover the full range of new features in a single article, but we have put together a list of the AI functions that are already working or will soon be available for each campaign type!

But what exactly is Google AI, or artificial intelligence?

Google began developing its own AI toolkit quite early on, and today it employs advanced algorithms and machine learning techniques—including those for automating and optimizing advertisements. 

You have seen Google AI at work if you have chosen automated bidding in Google Ads, used Google Translate, asked questions to Google Assistant, searched for photos based on the elements or people in them in Google Photos, or marveled at how Google Maps can tell you how busy a road will be on your way home and suggest alternative routes. 

And how is AI capable of all this?
The answer is exactly what many fear, yet it is a fantastic technological achievement: AI can process an unfathomable amount of data in a matter of moments. It continuously monitors and analyzes incoming information—whether it is traffic changes, weather, user behavior, or interactions with a brand's ads—and uses all of this to make suggestions and perform adjustments in a given area. 

Now that we have cleared that up, let's look at why it is important to know about the language model-based player in the Google AI universe, which, along with other tools, is set to revolutionize the PPC campaign management world! 

Google Gemini (Bard): the language model that is changing ad creation

First and foremost, it is important not to confuse AI with language models: AI, as we saw in the examples above, is a broader category that encompasses various tools—such as language models like Google Gemini or the one that burst into the public consciousness much earlier, ChatGPT. 

Google Gemini (formerly known as Google Bard) was developed—and is continuously being updated—by Google for purposes including creative content generation and marketing campaign optimization. Much like ChatGPT, it can be used as an intelligent assistant by accessing the Gemini chat interface, where it is happy to answer our questions, create outlines from our notes, explain concepts, help with brainstorming—and the list goes on. 

This is also a generative AI tool capable of creating "unique" content, which (as promised by Google) can quickly and efficiently produce engaging ad copy, analyze campaign performance, and provide real-time suggestions for improvement. 

#m1-y#Google is now preparing to integrate Gemini even more deeply into the Google Ads interface, where it will be embedded for a wide variety of uses.## 

That is why it is important, before these new features appear within Google Ads, to look into and test how Gemini reacts to different prompts, what it is capable of, what it is not, and what you should watch out for if you entrust it with tasks like generating text. 

How will Google AI change different campaign types from 2024 onwards?

AI technology is already capable of intelligently adjusting bids based on the parameters of a given search, analyzing keywords, and personalizing the content of responsive ads, thereby increasing campaign efficiency and ROI.

But regarding the upcoming changes, we can safely say that Google's artificial intelligence will likely revolutionize the campaign types we know today and completely disrupt established best practices. 

#m1-y#Let's see what the AI marketing tools designed for specific campaign types promise for the (near) future!##

Google Search campaigns

This campaign type is constantly adapting to new developments: as we recently wrote, voice search alone has changed the terms we use to search, and image-based search has also become increasingly widespread. As advertisers, this gives us more opportunities than ever. In Search campaigns, artificial intelligence helps (and will help) our work in the following ways:

(Even more intensive) ad personalization

Google's goal is to use the aforementioned Gemini to create ad copy tailored to the target audience down to the smallest detail, increasing click-through rates and conversion numbers. Furthermore, they are already testing highly exciting (or downright futuristic) interactive adsin the United States, where users can find the service or product best suited to them by providing images or other information, for example. 

For example, in the future, our target audience could upload photos or dimensions of their living room, and the AI would then select the furniture pieces from our catalog that best suit their needs. Of course, it remains to be seen how comfortable users will be with sharing such personal data, even if we, as advertisers, won't be able to see what they upload. 

Ads integrated into AI overviews

The search results page is also about to change! For certain types of searches (e.g., "how do I get wrinkles out of my clothes?"), the top spot will feature a summary generated by Gemini. Unlike current featured snippets, this will be compiled from several different sources , and directly below the summary, we will also see related products (in our case, for example, irons). 

Gemini chat feature

Although this feature is currently only available in the United States and the United Kingdom, its global rollout has begun, so it is only a matter of months before this new Gemini integration in Google Ads becomes available in our country as well. Its unique feature is that it provides advice on optimizing ads and creating ad copy in a conversational format through the so-called conversational experience . 

With the help of the chat and the right inputs, the AI will be able to help elevate the effectiveness of your ads (which you can see as "Ad Strength" in your account) by generating keywords, headlines, descriptions, or even creative assets.

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Google Performance Max campaigns

Performance Max was a major move by Google, as AI in this campaign type (among others) monitors campaign performance in real-time, identifies weak points, and suggests improvements. The AI continuously tracks and analyzes campaign data to ensure the best possible results—and it has proven successful for many advertisers. Here are the latest updates: 

Generate on-brand, engaging creative content in seconds

New creative tools will be available within the Google Ads interface to help you create visually stunning, on-brand ads. By the end of the year, you may even be able to provide your brand guidelines, including colors and fonts, so the AI can generate beautiful creatives based on them. It will also be able to take into account which creatives have performed well and adjust new visual assets accordingly.

Advanced image editing powered by AI

You will be able to edit images, including product images from your Google Merchant Center feed, to ensure they display correctly across all sizes and formats.

Additionally, the AI will be able to place your product in entirely new environments by generating new backgrounds, whether it's a Mediterranean sunset or an Art Deco living room. 

Creating headlines and sitelink extensions

Thanks to the versatility of Gemini, you can generate long headlines, and soon, you will also be able to create sitelink extensions. This is particularly good news for those who often struggle with character limits when brainstorming ad copy, or simply don't have the time to experiment with different variations. While Gemini isn't a miracle worker, it will certainly provide some fresh ideas!

And what we are really looking forward to is the Canva integration 

With an upcoming app, you will be able to upload your ad creatives directly from Canva into your Performance Max campaigns, taking advantage of Canva's extensive (and AI-enhanced) toolkit. 

Google Demand Gen campaigns

Although the Demand Gen campaign type was only introduced last year, it is already expanding with more features.

Even more options for performance optimization

You will soon be able to run Demand Gen campaigns on the Google Marketing Platform as well. Demand Gen will be available on Display & Video 360 and Search Ads 360, with optimization powered by Floodlight measurement settings.

More eye-catching ads

Boost engagement by creating animated ads: Merchant Center users will soon be able to display their product videos on YouTube Shorts. These ads are automatically generated from your product feed images to showcase relevant items based on customer interest.

Reach more of your target audience

Many advertisers will be pleased to hear that the minimum list size requirement for Lookalike segments in Demand Gen campaigns has been reduced from 1,000 to 100 users. 

Shopping campaigns, Merchant Center 

The predecessor to Performance Max, Shopping campaigns likely need no introduction, especially for those working in e-commerce. It won't come as a surprise that Google AI has made significant strides with this campaign type as well. 

Product Studio arrives with the power of generative AI

The beta version of Product Studio will be available in the latest version of Merchant Center (Merchant Center Next) – currently for a limited number of advertisers. Built on generative AI, Product Studio will act like an enthusiastic graphic design assistant, helping you, for example, to generate backgrounds for photos in your product feed, improve image resolution, or even animate product photos.
And while it certainly won't replace a professional photographer or graphic designer, it can save us a lot of time and resources when needed, such as for making minor graphic adjustments. 

Shopping ads will appear first in image-based searches

If we search for, say, the red suitcase of our dreams using Google Lens (or the Circle to Search feature already available on some devices), the AI will identify the product and immediately list offers from various stores. 

Creating 3D product images will be effortless

Google Shopping's latest AI feature is now available to users in an increasing number of countries: by clicking on a searched product, shoppers can view it in 3D. (Admittedly, it currently only works for shoes - but it works beautifully there!) 

AI can bring products to life; you only need to provide a few high-quality images taken from different angles, and it will generate a 3D version of the item. Video content is a major focus for Google, and they plan to introduce several similar features, such as video previews for products. 

Virtual try-on using augmented reality

While this feature likely won't be introduced here anytime soon, it is definitely a huge leap forward, and we are excited to see where it leads. 

When trying on clothes in a store, we immediately see if a piece looks good on us - and according to Google, we should feel that same confidence when shopping online. 

The virtual fitting room, powered by generative AI, will make it easier to find the right clothes, as it allows us to see how garments look on models with different skin tones and body types.

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The new AI model will also faithfully represent how fabric behaves in reality, including how it drapes and stretches on different body types. This feature is now available in the United States for women's tops from brands such as H&M.

In addition, new Shopping filters will help us as users find exactly what we are looking for. We can refine our search based on color, style, and pattern, making it easier to find alternatives across various online stores - which is also good news for advertisers. 

What are the benefits of Google AI for advertisers?

Save time and resources

As we have seen, Google AI tools - such as Gemini - will increasingly automate the ad management process, from creative production and writing ad copy and extensions to bidding, which can save us a lot of time. If it delivers the expected results, this could allow us to spend more time on strategic decisions and fine-tuning campaigns.

If your creative tank is empty, it can help you find new ideas

Since it can generate new creative elements, you can count on Google AI even when you feel like you've run out of ideas. 

#m1-p#It is possible, and even likely, that it won't be the one to create the final image or text, but it can serve as a great source of inspiration.## 

It can assist in data-driven decision-making

AI continuously collects and analyzes campaign data, which enables data-driven decision-making. By analyzing this data, it can help you identify the best-performing campaign elements and optimize ad placement and targeting, which is a huge advantage for any advertiser. 

You can provide a personalized experience for your target audience more easily

Following from the point above: since AI constantly analyzes user behavior and preferences by taking numerous factors into account, it can create offers and messages tailored to the individual user accordingly. 

#m1-y#This can increase engagement and conversion rates, as your audience is more likely to click on content that they feel is truly relevant to them.##

It helps fine-tune campaigns in real time

AI tracks campaign performance in real time and makes immediate suggestions for improvement. This allows for quick responses to market changes and optimizes campaigns to achieve the best possible results.

Disadvantages – or why Google AI isn't capable of everything in ad management 

It works with the material provided – and this is especially important in a competitive landscape

Google AI is used not only by you but also by your competitors to gain a competitive edge, so if you fall into the trap of handing over the reins entirely to AI in the name of efficiency, your actions could easily backfire. How can you still manage to stand out from the competition?

#m1-y#Always keep in mind: to get a meaningful and successful result, you need the right inputs!##

You and your competitors will all provide different materials to the artificial intelligence. Make sure that in your company's marketing, this becomes an extra strength rather than a risk! A digital marketing agency can help you identify unique solutions and untapped opportunities that build on your company's strengths.

(Not yet?) able to provide strategic advice as sound as an expert

AI obviously faces limitations in this area as well. It can tell you which keywords it is optimizing for, provide ideas for ad copy, and even create the creative assets – but it cannot view your company's market position and growth opportunities with human intelligence. Its suggestions often point in every direction rather than a single one, making it difficult to build a conscious, cohesive strategy. 

That is why we recommend that you view Google Ads AI solutions primarily as a capable assistant, but by no means as your primary advisor. 

The language model is not yet perfectly fluent in Hungarian

Related to the point above is the frequently cited argument that, unfortunately, the Hungarian used by language models is not yet truly precise. Typos, incorrect conjugation, or even the use of non-existent words—while it is true that we as humans also make mistakes, text written by AI can still fall far short of human-created content. 

Summary

One might reasonably think that from now on there will be no need for marketing professionals, and that anyone will be able to create ads on the Google platform. However, it is not that simple. No matter how advanced the various Google AI tools and, in particular, the solutions based on language models are, they often make mistakes. You need to know the advertising platforms and how campaigns are structured in order to make the right decisions—something that, for example, a thorough Google Ads audit can greatly assist with. You must be able to review AI suggestions rather than just accepting them blindly, as they can burn through a lot of money and produce poor-quality results. Feel free to test, by all means! But always be critical and trust your own experience.

#promobox-en#Don't get lost in the thick of it—we're happy to help you find the most suitable, cost-effective online marketing tools for you!##