Google launches new AI-Powered features for campaign management, measurement, and optimization

At the annual Dmexco conference held in Cologne, Google announced the launch of several new artificial intelligence tools designed to give advertisers greater control and oversight over the lifecycle of advertising campaigns in Google Ads. The tech giant assures that its AI technologies are aimed at increasing return on ad spend.

Key innovations

The new features introduced at the conference are focused on expanding advertisers’ global reach and providing them with more detailed control over the placement of marketing assets.

Brendon Kraham, Vice President of Search and Commerce at Google’s Global Ads Solutions division, stated, “Our vision and product strategy are primarily centered on what we are building: the best AI-powered campaigns that leverage Google AI across your creative, media, and measurement processes.”

Overview of new features

• Conversational Experience for Search Campaigns: This Gemini-based feature allows advertisers to automatically generate headlines, images, and other content for search campaigns. It will be available in German, French, and Spanish in the coming months.
• AI-Powered Image Editing: This feature will now be available across a broader range of campaign types within Performance Max, Google’s AI-powered campaign management platform.
• AI-Generated Images: Performance Max can process up to five reference images along with a written prompt to create images that align with a brand’s unique vision.
• Consolidated Reporting: Advertisers will gain access to more streamlined reports, as campaign performance data will be centralized. New reporting features are designed to enhance advertisers’ ability to optimize campaign performance.
• Demand Generation Ad Purchases: Advertisers will be able to directly purchase demand-generation ads through Google’s Display & Video 360 starting next month.
• Keyword Blocking: Google will allow advertisers to block certain keywords at the campaign level in Performance Max, helping to avoid irrelevant ad placements.

These innovations were developed in response to feedback from Google Ads users seeking greater transparency regarding the impact of AI on campaign performance from start to finish.

Challenges for advertisers

While Google is actively implementing new AI features, many advertisers remain concerned about how these technologies are being used on their behalf by agencies. Additionally, brands interested in the creative applications of generative tools are worried about potential misuse that could lead to legal or reputational issues.

Large tech companies like Google, Meta, and Adobe face a dual challenge: to deploy new tools for marketers while simultaneously developing safeguards to alleviate concerns regarding brand safety.

Conclusion

The launch of Google’s new AI-powered features opens new horizons for advertisers, providing them with more opportunities to manage campaigns. However, it is crucial for marketers to remain cautious and closely monitor changes in technology, adapting their strategies to maximize results. Artificial intelligence is becoming an integral part of modern digital marketing, and its proper use can yield significant benefits.

This article available in Ukrainian.