With Google Marketing Live on Tuesday, May 21, 2024 there were a whole host of announcements that digital marketing advertisers should be aware of. These days the word on everyone’s lips is AI, and Google Marketing Live was no different.
From Project Astra, Google’s Gemini AI powered to think, see, hear, and even ask questions to AI powered home try on, it can feel like the landscape is constantly changing and can feel impossible to keep up with.
One major update is new ad features that enable more immersive experiences for users to create confident consumers. .
Based on Google’s research “consumers who are highly confident at the point of purchase are 18X more likely to recommend the brand to family or friends than those with low confidence.”
In short, confident consumers are good for business and can help drive major purchases.
At-home try-on is one way advertisers can share more information with customers to inform their buying decision. At Google Marketing Live, Google announced that “advertisers will soon be able to enhance their Shopping ads with immersive visuals, including Virtual Try-On and generated 3D ads, and we’re introducing a feature that lets shoppers dive deeper into an ad to see product videos, summaries and similar products provided by the advertiser.”
In addition to at home try on features like video highlights can help consumers learn more about your products within the shopping experience. Video is king has been the standard for some time now, but thinking more critically about the way we use video in combination with the shopping experience can help boost performance.
Another new feature that Google announced during the recent Google Marketing Live is a new interactive ad experience with Search ads that provide AI-powered recommendations. Through their demonstration they showed how someone looking for moving and storage companies could go through a series of AI powered prompts to get a customized quote quickly and save both the company and customer time.
For B2B advertisers, these new AI powered workflows could help collect more info before sending people into a sales funnel. It’s also a way for people to get customized recommendations before getting too far along in the purchase process.
As advertisers we have long been leveraging copy, images, and video to try to capture the attention of our audiences and create consumer confidence. With these new ad features in Google Ads the quest only continues, but we will continue to see the demand for hyper personalized and interactive content increase.
Photo: Dilok Klaisataporn