At DMEXCO 2024, one of Europe’s top digital marketing events, Google Ads unveiled several new AI-driven features designed to enhance campaign control, boost creative flexibility, and deliver better ROI for advertisers. The updates reflect Google’s commitment to addressing advertiser demands for more insights and customization, particularly when leveraging generative AI in advertising.
One of the key updates announced was the expansion of Gemini models, which now support advertisers in building better search campaigns across more languages, including German, French, and Spanish. Google highlighted how its conversational AI tool has already improved the quality of ads, with many small business advertisers seeing significant improvements in ad strength and performance.
The event also introduced new creative tools powered by generative AI. Advertisers can now leverage AI to enhance and edit image assets across more campaign types, including Search, Demand Gen, and Display.
This feature allows businesses to refine their visual content directly from Google Merchant Center and generate a variety of ad assets in multiple languages, making it easier to reach diverse audiences.
In addition to creative enhancements, Google is providing more control over AI-generated content. Advertisers can now submit reference images to guide AI in producing brand-aligned visuals, ensuring consistency with company aesthetics. This development is part of a broader rollout of brand guidelines within Performance Max, giving advertisers more control over fonts, colors, and logos used in ads.
Performance Max campaigns received further upgrades, with new reporting tools offering deeper insights into ad performance. Advertisers can now see detailed conversion metrics for individual assets and get recommendations on improving underperforming ad groups. This new level of transparency will help businesses better understand how to optimize their creative strategies for maximum impact.
Lastly, Google responded to advertiser feedback by introducing new campaign controls, including campaign-level negative keywords in Performance Max and omnichannel bidding in Demand Gen campaigns. These tools give businesses greater precision in aligning ads with their brand and target audience, ensuring their marketing dollars are spent effectively across both online and in-store conversions.
These updates reflect Google’s commitment to delivering more control and insight to advertisers, particularly with the rise of AI. By combining flexibility and transparency, these tools are set to improve campaign performance and brand alignment.
