Google Marketing Live 2024: The Ultimate Recap For Advertisers via @sejournal, @brookeosmundson

After 10 years of watching Google Marketing Live virtually from my computer, I had the accidental to be the lawsuit successful idiosyncratic this year.

If you’re not acquainted with it, Google Marketing Live is an yearly lawsuit enactment connected by Google that showcases its large merchandise announcements for Google advertisers.

This year, Google unveiled 30 merchandise updates for Google Ads! While not each of them were mentioned during the keynote, determination was 1 halfway taxable of the updates:

AI.

The bulk of merchandise updates tin beryllium categorized nether these main components of Google Ads:

• Creatives.
• Media.
• Measurement.

Now that the lawsuit is over, I’ve had clip to digest these level announcements and truly deliberation astir however to usage them arsenic an advertiser—or astatine the precise least, what these updates tin mean successful the broader scope of marketing.

Below are my apical merchandise updates I’m astir looking guardant to successful 2024.

AI Creative Announcements

As expected, Google announced aggregate updates specifically astir advertisement creatives and functionality for advertisers. These include:

• AI-powered representation editing. Advertisers tin edit images (including merchandise feed). AI-generated images volition look successful recommendations for Performance Max campaigns. Add and region objects, widen backgrounds, and set representation sizes to conscionable galore sizes, orientations, and ratios.
• New marque modular guidelines. Advertisers tin supply Google AI with marque guidelines, colors, and fonts. The enactment to upload illustration images arsenic a notation constituent for the generative AI volition besides beryllium available.
• Animated representation ads for Demand Gen campaigns. If you person a Merchant Center account, you tin service animated representation ads connected YouTube Shorts and video ads. The animated images volition beryllium automatically generated from your merchandise provender images.
• Integrations with originative platforms. Google present has partnerships with Canva, Smartly, and Pencil Pro to integrate into the Google Ads plus library. This means you tin make assets connected those platforms and export them to Google Ads.

As acold arsenic timing goes, not everything announced is disposable close away.

According to Google, the caller marque modular guidelines volition beryllium rolled retired successful the aboriginal months.

AI Media Announcements

During the unrecorded keynote, 1 of the astir livening parts was Philipp Schindler’s demo with its generative AI technology.

It sparked imaginativeness astir non-traditional ways to hunt and interact to find caller information.

Photo taken by author, May 2024

With that comes immoderate caller advertisement abstraction disposable for advertisers.

Some of the cardinal media announcements wrong Google Ads include:

• Shopping ads to look successful Google Lens and Circle to Search. This is simply a caller advertisement abstraction and acquisition successful the ocular hunt results. Your buying advertisement volition showcase products erstwhile they’re applicable to the photos and screenshots users hunt with.
• Search and Shopping ads to look successful AI Overviews. Another caller placement is unlocked – successful the United States for now. Ads from existing AI-powered Search and Performance Max campaigns whitethorn beryllium capable to amusement successful the AI Overview “Sponsored” conception erstwhile they’re applicable to some the idiosyncratic hunt and the output from AI Overview.
• Conversational run creation. While this was announced past year, Google published much information showing that SMBs who usage the conversational instrumentality are 63% much apt to people hunt campaigns with ‘Good’ oregon ‘Excellent’ advertisement strength.
• New loyalty promotions. Advertisers moving Performance Max and Standard Shopping campaigns volition person a mode to tailor promotions similar peculiar pricing oregon member-only exclusive offers.

Similar to the originative announcements, not each these are unrecorded immediately.

Shopping ads and loyalty promotions volition rotation retired implicit the adjacent fewer months successful ocular hunt results.

By now, we’ve each apt heard immoderate shocking outputs from AI Overviews. Google is starting this advertisement placement rollout arsenic a tiny experimentation successful the United States and volition instrumentality its learnings from each inputs to supply a amended acquisition arsenic it matures.

AI Measurement Announcements

While I thought determination would beryllium much hype astir measurement improvements, determination was lone 1 little callout astir much in-depth reporting connected Performance Max campaigns.

A much robust outline of measurement announcements included:

• Asset-level reporting successful Performance Max. In the adjacent fewer months, you’ll beryllium capable to spot conversion metrics for each originative asset. This is simply a immense triumph for advertisers aft years of being incapable to study astatine this level of detail.
• Performance Insights successful Merchant Center Next. More tailored recommendations and generated insights are coming to Merchant Center Next, on with conversational reporting requests, with much ocular insights quicker.
• New assemblage signals successful App campaigns. Another immense triumph for app advertisers! Advertisers tin present nexus a wide scope of assemblage lists, including first-party information audiences. Google AI volition larn from the assemblage inputs to amusement ads to users much apt to convert.
• New Measurement Diagnostics hub. Advertisers tin validate and troubleshoot immoderate measurement setup wrong Google Ads. You’ll besides spot your measurement durability and readiness successful this hub to physique and activate first-party information audiences.
• Marketing Mix Models attribution. Google announced its newest open-source Marketing Mix Model (MMM), Meridian. It volition assistance you measurement the interaction of your full selling strategy and marque informed run decisions.
• Better iOS measurement with SKAdNetwork enhancements. New reporting updates are disposable crossed the Google Ads API and third-party app attribution partners, and a caller beta is disposable to integrate your SKAdNetwork conversion worth schema into Google Ads. This volition assistance heighten immoderate iOS app campaigns utilizing tCPA oregon tROAS bidding strategies.

Summary: What This Means For Advertisers

In the abbreviated hr and 15-minute keynote, we were presented with a wide assortment of caller updates. As you tin spot below, these updates impact galore antithetic run types and are either disposable contiguous oregon volition beryllium coming successful the adjacent fewer months.

Photo taken by author, May 2024

So, with these updates, is determination a larger taxable astatine play?

In the expansive strategy of the Google Marketing Live updates, a fewer large themes stood retired to me.

1. Video contented is key.

A batch of updates from Google Marketing Live revolved astir contented creation, automation, and animation.

Essentially, Google seems “all-in” connected video content—specifically YouTube Shorts.

If you don’t incorporated video contented into your selling strategy, you whitethorn autumn down your competitors and spot little engagement.

Some advertisers shy distant from video contented due to the fact that it seems tedious, excessively complicated, oregon insufficient resources.

With Google’s updates, anyone tin commencement with video contented from their phone. Google’s tools tin crook images into video content.

Incorporating video into your Google Ads strategy tin assistance you link amended with your people audience.

2. AI strategies are a must-have.

During the keynote, Google said, “AI is not a marketer.”

Photo taken by author, May 2024.

Basically, your jobs are harmless close now, advertisers.

So, portion AI is not a marketer, we marketers indispensable person an AI strategy to support up with these changes.

Trying to outsmart the Google Ads strategy oregon retaining excessively overmuch power volition forestall your campaigns from increasing and scaling arsenic they request to.

To person a palmy AI strategy, deliberation of a fewer of these main points:

• Always guarantee the extremity and measurement setup is correct.
• Set realistic bidding strategies truthful Google tin larn from these inputs.
• Send due signals to Google wrong your run setup.

AI outputs are typically lone arsenic bully arsenic the inputs it gets. That’s wherever you, the marketer, travel in.

When utilized correctly and strategically, these caller AI tools tin assistance standard your workload, larn faster, and marque much real-time decisions to optimize your campaigns.

You tin find the afloat recap of Google Ads merchandise announcements successful the official article from Google.

Featured Image: Veroniksha/Shutterstock