When it comes to using AI in advertising, companies want more controls and information at their disposal. And with the launch of generative AI tools, they also want more options to shape the results and align them with their brand. Now, Google Ads will help brands identify those people who want to consume and connect with them at any point in their purchasing process thanks to the assistance of artificial intelligence (AI).

At one of the most important digital marketing events in Europe, DMEXCO, and Google have revealed how their artificial intelligence is optimizing their clients' advertising investments to the maximum. From creating ads to measuring results, AI is present at every stage of the process. These are the five most important announcements they have made.

Gemini will help you create better Search campaigns, in more languages

Google Search connects people with the right companies; that is, those that can offer them what they are looking for, exactly when they need it. Clearly, reaching them at the moment they have a need is a clear opportunity, driving results and ROI. The conversational experience for Search campaigns has already helped hundreds of thousands of businesses create high-performing campaigns using generative AI.

Small businesses that use the conversational experience in Google Ads are 63% more likely to run Search campaigns with “Good” or “Excellent” advertising effectiveness. As we want even more businesses to have access to this technology, the conversational experience in Google Ads will be expanding to Spanish, German and French in the coming months.
More resources to shape your creative vision with generative AI

People's purchasing processes are less predictable than we think, so advertising strategies must be dynamic. Solutions like Performance Max dynamically optimize advertising budgets to help multiply conversions across the entire range of Google channels and audiences.

Demand Generation campaigns create demand and convert it into sales using immersive, highly visual storytelling on YouTube and elsewhere in Search. And Demand Generation campaigns let you customize your Google AI strategy by channel, audience, and creative to tailor your messaging to the customers you care about most.

A wide range of creative assets is essential for all AI-assisted campaigns. To do this, we're expanding AI-assisted image editing to new campaigns outside of Performance Max. You can now also enhance your artwork in Search, Demand Generation, Apps, and Display campaigns. You can even highlight your own products by selecting and editing images directly from Google's Merchant Center.

We're also preparing to expand these tools to other languages, including Spanish, German, French, Portuguese, Dutch, and Italian. This will enable many more companies to easily generate a wide variety of ad images and inputs for their Performance Max, Demand Gen, Apps, and Display campaigns, wherever they choose to use them.
Scale and optimize your resources without losing control

AI will open up new avenues to empower human creativity, not replace it. New tools will help shape this creative process. Google’s AI will now accept up to five reference images along with a prompt, generating new images in line with your brand guidelines.

For even greater control, Performance Max brand guidelines will also become fully and generally available starting next month. Define and upload specific brand elements—like fonts, colors, logos, and more—to ensure your brand identity is presented consistently across ad formats.

Additionally, Demand Gen creative preferences will be available to all companies. This will allow you to pin video assets to specific formats and spaces, ensuring your top visuals appear exactly where you want them to be.
Peak performance: more detail, better results

Putting high-performing creative assets to work requires continuous adaptation and understanding what works and what doesn't. New creative reporting tools will help you chart a roadmap to achieving Ad Strength Index excellence. That's why they've introduced metricsconversion rates for each individual asset. And starting next month, new asset coverage reports in Performance Max will help you spot underperforming asset groups and get specific recommendations for improving them—things as specific as “add 2 long headlines” or “add 3 square images.”

You’ll also gain visibility into campaign performance, starting with a new, revised version of performance insights. You won’t need to rely on multiple reports because they’ve combined information and explanations into a single, simplified view that will help you better understand campaign fluctuations and respond appropriately. Additionally, insights on progress toward goals will help you easily track progress against cost-per-action (CPA) and return on ad spend (ROAS) goals. In other words, you’ll better understand whether a campaign is on track to deliver results within your intended bid targets. If things aren’t going your way, built-in explanations will shed light on why that performance is going your way. For example, if your bidding strategies aren't keeping up with recent market changes or your results are being affected by budget constraints, rely on these personalized recommendations to get your campaigns back on track.

Also new in Performance Max are impression share reports. These can help you discover if you're ranking high on ads on text and shopping results pages in Search, understand the competitive landscape, and identify opportunities to increase your reach.
Media management, your way

During the event, they announced the beta launch of a campaign-level negative keyword feature in Performance Max. This feature the company says has been highly requested. They will begin to implement it at the end of the year to ensure that ads respond to the specific needs of brands and audiences in the Search inventory.

Demand Generation campaigns will also have new optimization tools. To help maximize conversions both online and in-store, omnichannel bidding will be available in beta in the coming months.

Lastly, starting in October, they're launching support for buying Demand Generation campaigns in Display & Video 360, giving you even more flexibility and reach in your current workflows. Last week, they also introduced Confidential Matching, a major leap forward in secure data processing. This initiative uses confidential computing technology to transform the way companies securely manage their first-party data.

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