Google Marketing Live 2024: key points

Google Marketing Live 2024 highlighted the importance of artificial intelligence in various updates, focusing on creative, data analytics and user-centric search results. From AI-powered advertising and dynamic recommendations to revenue optimization and advanced reporting tools, Google continues to push the boundaries of marketing technology. During the 90-minute keynote, nine speakers presented 30 new products and features.

Google Marketing Live: What is it?

Google Marketing Live (GML) is an annual event organized by Google where the company presents its latest marketing products, technologies and strategies. This conference showcases the latest innovations in digital marketing, including updates to Google Ads, Google Analytics, YouTube advertising and other company services.

The main goal of the event is to show how new tools and technologies can help companies more effectively attract customers and improve their marketing strategies. Google Marketing Live features presentations, expert talks and discussions where participants can learn about the latest trends and best practices in digital marketing.

In 2024, GML once again brought together thousands of marketers, entrepreneurs and digital advertising professionals from around the world to share the latest trends and innovations in digital marketing.

Google Marketing Live 2024: key points

This year’s Google Marketing Live focused on artificial intelligence and the products Google plans to release next year. Below we take a look at the highlights from this year’s conference.

Automatic placement of advertisements in AI reviews

Last week at Google I/O, Google announced the wider adoption of AI reviews in search results (formerly known as SGE or Search Generative Experience). Google is currently testing automatic placement of search, PMax and shopping ads in AI review fields.

Ads will be marked as “Sponsored” to differentiate them from organic and AI-generated content. Google will automatically place these ads if they match the intent of the AI ​​query and review, and advertisers don’t need to take additional targeting steps.

Personalized recommendations powered by artificial intelligence

In an experiment, Google is using artificial intelligence to speed up consumer decision-making, especially for large or complex purchases. By providing personalized product recommendations, the company helps users make more informed decisions.

Using artificial intelligence, Google analyzes the details provided and suggests the desired product as well as related products to the user. The user is then redirected to the product page on the company’s website to complete the purchase.

This feature is currently in testing. If the project is successfully implemented, it will soon become available for other business verticals.

Generate creative assets with AI for PMax campaigns

Google has announced new features and tools that will allow advertisers to create inventory for PMax campaigns faster and at greater scale. These additional features include:

1. Ability to add branded recommendations for colors, fonts and images. Now advertisers can easily integrate their brand elements into advertising materials to create a recognizable image of their company.
2. Image editing that allows you to add and expand backgrounds, introduce objects, and resize images to suit different ad placements. For example, advertisers can add plants or expand walls in furniture images to create more attractive and compelling ads.
3. Automatic creation of advertising from product feeds, which will simplify the process of creating videos based on product data. This will allow advertisers to quickly and effectively promote their products using up-to-date product information.
4. Asset-level conversion metrics that will provide advertisers with more precise information about how each ad asset is impacting conversions. This will help you optimize your advertising campaigns and make better decisions based on conversion results.

Shopping ads enhanced by artificial intelligence

Product advertising has received an extra layer of AI treatment with several updates that will make shopping even more interesting.

• Virtual fitting of clothes

Google is expanding virtual try-on (VTO) capabilities for clothing advertising. Now users will be able to see how different clothing styles look on different body types.

• 3D product images

Google demonstrated new possibilities for displaying shoes in 360 degrees using the example of Adidas sneakers. Using images provided by the seller, Google creates 3D images that can be used in advertising. This can become a popular tool for PPC users who can visualize products in space and attract more attention to their advertising.

• Short videos about products in advertising

Advertisers can now include short product videos in their advertising, which can be created by the brand itself or by influencers. The videos will be interactive and clickable, allowing shoppers to view related products and receive style suggestions and product information.

New visually exciting ad formats and features

Google has announced it is expanding its demand generation video advertising campaigns by adding new features for advertisers. Here are some of these features:

1. Clickable stickers created from existing images. Advertisers can add interactive stickers to their video ads, which can be clicked to provide additional information or link to relevant product pages.
2. The ability for YouTube users to swipe left during a video and go to a landing page with additional details or product information.
3. Animation created by artificial intelligence based on static images. This will allow advertisers to add movement and effects to their static images, making their ads more engaging and dynamic.

Unified data management

Google has announced broad access to its Ads Data Manager platform as it exits beta. The main goal of which is to improve the quality of data used to manage artificial intelligence.

Ads Data Manager allows advertisers to collect data from various sources such as YouTube, Google Ads, HubSpot and Shopify. This enables advertisers to make their data more visible and useful for use in advertising campaigns.

In addition, the platform also acts as a “check engine light” to help marketers ensure safe and responsible use of data.

Visual profiles of brands in search

Sellers can now create branded search profiles that include branded images, product offers, videos and more. These profiles will also include reviews from product listings. It remains to be seen how much control advertisers will have over which reviews are displayed, but the new features will allow them to take a more active role in shaping how their brand appears in search results and presenting it in the best possible way.

New profit optimization goals in PMax

Google is announcing the ability for advertisers to optimize their advertising to maximize profits through PMax campaigns. According to Google, advertisers who used the new revenue-related goals saw a 15% increase in profits on their campaigns compared to revenue-only goals. This means that optimizing advertising campaigns based on profit maximization can lead to better financial results for advertisers.

To summarize

Google Marketing Live 2024 showcased cutting-edge examples of how advertising could evolve in the future. These innovations are valuable both for marketers who seek to optimize the process of creating advertising materials, and for potential customers who want to easily and comfortably find the products or services they need.

Olha Tyshchenko

Editor

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