Google's new AI-powered ads: how will they level up the game for marketers?

Published: June 15, 2023

min read

In the past few months, AI has taken over the tech industry as Google and other companies have invented intriguing chatbots that respond to users in flexible conversations. As the AI race is only growing fiercer in this space, Microsoft and Google have started to revamp their search engines with generative AI, incorporate various new generative AI features into their existing products, and introduce new AI tools.

And, recently, Google has introduced two new ad campaigns powered by AI: Demand Gen and Video View.

The campaigns are intended to provide smooth interactions between businesses and consumers, and they can increase demand for products from the mid-funnel to the purchase stage.

Google expects to expand the availability of the new campaign options later this year.

Demand Gen campaigns:

It allows brands to make the best use of their video and image assets by interpreting them into various Google ad formats to maximize reach and target specific users. It will enable them to keep track of their campaigns across all platforms, with their creative components reused across all of them.

Advertisers can also see the way everything will appear before it goes live with the newly implemented construction flow.

Video View campaigns:

This type of campaign allows brands to achieve the greatest views across multiple formats within a single campaign. In-stream, in-feed, and YouTube Shorts are all part of the format.

Initial testing revealed that Video View campaigns obtained 40% more viewers than in-stream cost-per-view campaigns.

Besides, Google also intends to enhance the experience of shopping online with a new generative AI system for trying on clothing as well as digital models that can more accurately reflect users’ body types.

This will make it less difficult to get a better sense of how the clothing will look on users. It could be a remarkable step towards enabling expanded AR Try-On options and boosting the online shopping experience.

According to Google, this will be broadened to more regions, products, and models over time.

What impact will these new campaigns have on brands?

With AI revolutionizing the tech industry, Google, in full swing, is working on leveraging AI for the benefit of its platforms and marketers. Needless to mention, a few months ago, Google introduced AI-powered search ads, intending to improve search ad performance using AI.

And now, Google has introduced two more AI-powered ad options for advertisers.

Collectively, from the recent moves of Google, it is clear how fiercely this tech giant is taking steps with AI to establish its advocacy in this space and stand out from its rivals.

On the other hand, undoubtedly, the new two ad options expand enormous possibilities for brands and marketers to reach their target audiences and level up their business growth.

Demand gen campaigns:

As demand gen campaigns allow marketers to easily integrate the best-performing video and image assets across the most visual-focused touch points on Google, these AI-powered campaigns can pave the way to achieving broader reach and visibility. Since the best-performing assets hold the possibility of resonating well with more look-alike audiences and new audience segments, marketers can use this campaign to drive users’ action and intensify the brands’ reach. Besides, this campaign type can also help marketers ensure consistent messaging across various campaigns, thereby maximising the impact of other campaigns as well.

With demand gen campaigns, marketers can get meaningful insights into audience behaviours, choices, and engagement metrics. Correspondingly, by using their improved grasp of their target audience, they can make smarter data-driven decisions for future optimizations and enhancements. This, in turn, can help them reduce wasteful spending and maximise the return on investment.

Video view campaign:

With the significant rise of social media platforms in today’s digital world, users are increasingly inclined towards videos. As an impact, videos have become way beyond just an option for brands to promote their products.

But keeping up with constantly evolving video trends and reaching the right audiences with the right content to capture their attention is still a hard nut to crack for marketers.

However, with Google’s new AI-powered video view campaigns, we believe marketers will be able to sharpen their targeting and maximise the views with fewer manual efforts, as AI can well contribute to displaying the right content to the right audiences at the right time based on their preferences, browsing history, and so on.

This, in turn, can increase the likelihood of audience engagement with videos and conversions.

In a nutshell, Google’s one more step in the direction of the AI wave looks promising for brands and marketers to boost campaign effectiveness and improve the user experience.

And in our opinion, Google’s new AI-powered ad options are definitely worth trying for marketers.

Author

Bill Walker

Bill is a marketing strategist who believes in the power of storytelling. He's known for his creativity, wit, and ability to connect with audiences across all channels. When he's not crafting marketing campaigns, you can find him hiking in the mountains or reading a good book.