Google just launched Gemini AI mobile app in India - and one could try out the app in 9 different languages.
This launch takes us back to Google Marketing Live 2024.
The live show was all about AI. For advertisers, it was a power packed one. All the nine presenters announced 30+ features and products.
What next?
Well, a lot will happen in the coming days. The launch above being one among many. The Gemini app and the premium version (Gemini Advanced) comes with extreme data analysis capabilities. Starting from quick file uploads to the ability to chat with AI - it allows people to take action.
What will happen next?
The answer is in the 90 minute keynote event. While we can't really anticipate the deals further, we can absolutely dig into what was said that day.
With no further ado, let's do a quick recap of the most important announcements made that day. Additionally, we'll even cover what could be the roll out reaction of entrepreneurs, marketers, and consultants, let's dive in!
5 Major Takeaways from Google Marketing Live 2024
The 2024 Google Marketing Live (GML) showcased how Google is now all set to enhance the efficacy and efficiency of digital marketing. Trust us, many big changes are yet to happen. Out of many, some major ones are:
1. Automatic Ad Placements and More
Search Generative Experience (SGE). A keyword that kept us hooked throughout the event.
SGE promises a transformative approach to ad placements.
How?
What basically is going to happen is - these AI-generated overviews will now include automatically placed ads from Search, Performance Max (PMax). Also Shopping campaigns.
Each will be clearly labeled as “Sponsored.”
What could this do to the user?
Technically, advertisers won't have to put much targeting effort. The ads will align with the user’s search intent.
This will improve the relevance and efficiency of the ads, thanks to AI.
However, this approach raises several questions and concerns.
For example, marketers like Greg Finn from Cyprus North Marketing have expressed cautious optimism.
How?
AI driven ads could potentially drive more relevant traffic. But maybe the placement of these ads lower on the search results page might limit their visibility and click-through rates. And all of this could impact overall ad performance and cost-per-click (CPC) rates. A big concern.
Also, we are not sure how effective AI-driven placements could be.
Many advertisers are keen to understand how these changes will influence their campaigns (infact us too). And what adjustments will be necessary to optimise their strategies.
Next, AI Shopping Ads
Yet another major topic covered in the Google Marketing Live 2024, is AI Shopping Ads.
The speaker clearly mentioned - this move could bring a more immersive and interactive shopping experience. Here's how:
Virtual Try-On (VTO):
This concept is available for apparel ads.
What is so unique about this feature?
It actually allows users to visualise clothing on different body types.
It's quite an innovative approach. Obviously the user engagement will improve. Customers will get a more personalised shopping experience.
The feature has been around for a while. But its integration into Google Shopping Ads is happening for the first time.
Google will surely reduce the guesswork involved in online shopping. Let's see how this move shapes up!
Will it bring in higher conversion rates? Will it increase customer expectations? Will it positively impact the shopping experience? And Whether the return rates will lower down?
3D Product Images:
A yet another major announcement in GML 2024 - Retailers can now offer 360-degree views of products.
This will (we believe) definitely enhance the visual appeal of items like Adidas sneakers.
This feature uses AI to create 3D models from standard product images. It offers users a more comprehensive view of the products they are interested in.
Basically, customers will get an in-store shopping experience.
Short-Form Product Videos:
Clickable, interactive videos into ads are now here.
These videos can be created by the brand or influencers. Obviously users will engage more, because they are not just looking at a static image while purchasing. And in fact with the increasing popularity of Reels and Shorts, we believe - Google made the right move here.
But an additional perspective - this move might largely benefit bigger brands. Because they obviously have the best resources to create such content.
Smaller businesses may find the implementation of these sophisticated features challenging.
2. AI-Powered Personalization and Creative Asset Production
Google is now all set to use AI to streamline the decision-making process for complex purchases.
It will first analyse user inputs and preferences. Then Google’s AI will offer tailored product recommendations.
In short, a more guided and personalised shopping experience is what the users will get.
This feature, currently in testing, has the potential to go big. It could have an impact on the user satisfaction levels and might drive higher conversion rates if rolled out broadly.
Let's look at it this way,
A user searching for "short-term storage". He/she would be guided through a series of questions to refine their needs. They will be asked about the size and nature of items they need to store.
Based on their responses, Google's AI will recommend appropriate storage solutions. This kind of personalised guidance can simplify the decision-making process. It will make it easier for users to find what they need and proceed to purchase. An interesting approach - we're excited to check this one out!
Creative Asset Production for PMax Campaigns
Several upgrades happened here as well. But now we are specifically talking about creation and management of creative assets, here's how:
Brand Guidelines Integration:
Advertisers can now set specific brand guidelines for colours, fonts, and imagery. So, there will be consistency across all creative assets. The brand integrity will be maintained.
Advanced Image Editing:
Tools will be available to add objects, extend backgrounds, and resize images for various ad formats. This capability allows for greater flexibility and creativity in ad design. Actually this will help advertisers to optimise their visuals for different placements and audiences - a great move indeed.
Automated Ad Generation:
Gone are those days when advertisers will have to rely on their creative teams for ads.
Ads can now be auto-generated from product feeds. This feature will use AI to create relevant and engaging ads based on existing product information. It will reduce both the time and effort required for ad creation.
Asset-Level Conversion Metrics:
Google is now all set to provide detailed performance insights at the asset level.
We believe, this granular data will allow advertisers to understand which creative elements are driving conversions. They can make much informed decisions about their creative strategies - again, a good thing.
All these tools are grear. But the primary concern for many marketers, like Jon Kagan, is the opacity of PMax ads.
Greater transparency and control over ad placements and performance metrics has always remained high on advertisers' wish lists.
Advertisers will now have to understand how their ads are being served and performing to optimise their campaigns effectively.
3. New Visually Immersive Ad Formats
Speakers in the Google Marketing Live 2024 introduced several visually engaging ad formats. A few catched our attention much, like:
Clickable Stickers:
Created from existing image assets, these stickers offer a new way to make ads more interactive. By changing static images into clickable elements, advertisers can offer better ad experiences.
Branded YouTube Landing Pages:
Users can swipe to these pages. There will be more brand engagement.
AI-Generated Animations:
Static images can be transformed into dynamic ads through AI. This capability will help advertisers to create eye-catching animations from their existing assets. This could potentially increase ad effectiveness and user engagement.
We believe both user interaction and click-through rates will increase with these new features coming in.
However, the ultimate test will be whether these clicks translate into conversions. As higher click-through rates without corresponding conversions can lead to increased CPLs. Advertisers will now have to carefully monitor the performance of these new formats.
4. Cohesive First-Party Data Management
Google’s Ads Data Manager, now out of beta. It offers a centralised platform for aggregating first-party data from various sources like YouTube, Google Ads, HubSpot, and Shopify.
The tool's aim? Improve data transparency and usability. It gives advertisers a more holistic view of their performance metrics.
Advertisers can consolidate data from multiple platforms. Ads Data Manager will then give insights into their campaigns.
The platform also comes with data privacy and security features.
While the integration of first-party data is a positive step towards better data utilisation, it also raises concerns about Google’s increasing control over advertiser data.
What advertisers should do? They should monitor closely the data privacy regulations.
5. Profit Optimization Goals and Visual Brand Profiles
Speakers at Google Marketing Live 2024 introduced new profit optimization goals for PMax campaigns.
What is it?
It basically allows advertisers to optimise for profit rather than just revenue, a good move.
Early reports indicate that these new goals can lead to a 15% increase in campaign profit - let's see how!
By optimising for profit, advertisers over here can make sure that their campaigns are delivering the highest possible return on investment.
However, as noted by Boris Beceric, this feature could potentially drive up ad costs. Advertisers will have to carefully balance profit optimization with cost control. That's how they could maximise the benefits of this new feature.
Visual Brand Profiles
Sellers now have the ability to create detailed brand profiles in search results. The can feature the branded imagery, product deals, videos, and customer reviews. This new profile functionality comes with an aim. It will actually improve brand visibility and engagement directly from search results.
What's unclear here?
The extent of control advertisers will have over the reviews displayed in these profiles.
Nevertheless, this feature provides an opportunity for brands to present a more attractive image to potential customers. They can show customers more positive reviews!
And, that's a wrap!
Google Marketing Live 2024 was indeed a power packed event. The highlight of the event? It all circled around AI.
But - we could not see anything (any new feature) around B2B-specific products. Everything was about B2C. B2B marketers did not see anything even little to get excited about.
All in all, while the features are exciting, and some are already rolled out - we believe many are in the favour of huge enterprises. Small ones will have to compete much. They have to look after more straightforward and cost-effective solutions to manage their advertising efforts.
The features are quite high-tech and resource-intensive. It could alienate smaller advertisers. It's just about how smarter one can be with their efforts, so, are you excited?