This Tuesday, May 21, 2024, Google organized its Marketing Live event, an online conference aimed at advertisers. The company took this opportunity to announce many new advertising features, including the integration of AI functionality. We are recording the status!
New brand profile on Google search
Google wants to give brands more visibility. To that end, a new brand profile, inspired by what local businesses are offered on Google Maps, will soon be available on the search engine.
Specifically, when a user performs a brand search, the profile will appear at the top of the SERP. It will highlight frequent purchase requests, including “Attractive product and branding images, videos and customer reviews”, according to Google details. Other useful information, such as promotions and shipping policies, will also be displayed.
Implement your visual identity using AI in Product Studio
Since last year, Google has been introducing features that allow advertisers tooptimize your ads using artificial intelligence. According to the company, 80% of companies that used the One-stop shop Product Studio, which was introduced just a year ago, believe they have gained in efficiency. To help advertisers take full advantage of the platform, Google has integrated a new option that allows brands to fit their products into a unique universe, consistent with their visual identity.
In practice, advertisers will be able to “upload an image that represents their aesthetic and add a message that describes the scene”, and Product Studio will generate content ready for distribution. From the photo, Product Studio will also be able to produce short videos, to animate an element or create movement in the decor.
Now a ruggedly chic e-commerce brand like Taylor Stitch can upload a standard product image of a new brushed leather travel bag alongside a California coast-inspired image from a recent photo shoot. Product Studio generates a brand new realistic bag image with a photography-style background, Google points out.
3 new ad formats on Google Shopping
Advertisers will also be able to benefit from new ad formats to give consumers a better overview of their products:
- Video ads: in Google Shopping ads, brands will soon be able to integrate videos for Internet users to explore “see how clothes look on other people, see useful style suggestions and easily explore related or complementary products from the brand”.
- Virtual rehearsals: during 2023, presented by Google the possibility of virtual testing, which allows apparel brands to showcase their products on different body types, using AI. Based on virtual fitting technology that allows clothing to be tailored to silhouettes, the functionality will soon be extended to all clothing brands for men and women.
- 360° presentations for shoes: The 360° presentation of shoes is a common feature on the pages of footwear brands. Thanks to artificial intelligence, Google will soon make it possible to design these mobile visual elements from a series of images for distribution in Google Shopping ads.