IMPACT! Brand Communications

If you’re a Digital Marketer 🚀, there’s a lot to unpack from the Google Marketing Live 2024 on Tuesday The big picture is that AI is fundamentally reshaping everything across all Google platforms - how we search, how we run ads, how consumers can interact with our ads, and how we can generate results.  Here are the key takeaways that every search marketer needs to know: 👀 𝗔𝗜 𝗢𝘃𝗲𝗿𝘃𝗶𝗲𝘄𝘀 𝗶𝗻 𝗦𝗲𝗮𝗿𝗰𝗵 AI Overviews are now rolling out, providing comprehensive summaries and links for deeper dives. Google believes this will enhance user satisfaction and engagement, making search results more relevant and useful. 🤖 𝗚𝗲𝗻𝗲𝗿𝗮𝘁𝗶𝘃𝗲 𝗔𝗜 𝗶𝘀 𝗧𝗿𝗮𝗻𝘀𝗳𝗼𝗿𝗺𝗶𝗻𝗴 𝗔𝗱𝘀 Google is bringing in generative AI to help marketers create high-quality, on-brand creative assets at scale. This means faster production and more personalised ads. 🎁 𝗜𝗺𝗺𝗲𝗿𝘀𝗶𝘃𝗲 𝗦𝗵𝗼𝗽𝗽𝗶𝗻𝗴 𝗔𝗱𝘀 New interactive ad formats are here. These immersive experiences allow consumers to discover and interface with products in a whole new way before making a purchase. 📋 𝗘𝗻𝗵𝗮𝗻𝗰𝗲𝗱 𝗗𝗮𝘁𝗮 𝗠𝗮𝗻𝗮𝗴𝗲𝗺𝗲𝗻𝘁 Google Ads Data Manager is now available to all advertisers. This tool simplifies the consolidation of first-party data, making it easier to gain insights and improve targeting. ⏫ 𝗣𝗲𝗿𝗳𝗼𝗿𝗺𝗮𝗻𝗰𝗲 𝗠𝗮𝘅 𝗨𝗽𝗴𝗿𝗮𝗱𝗲𝘀 Advertisers can now upload brand guidelines to automatically generate new asset variations that stay true to their brand. This ensures consistency and efficiency in creative production. 💬 𝗔𝗜-𝗣𝗼𝘄𝗲𝗿𝗲𝗱 𝗦𝗲𝗮𝗿𝗰𝗵 𝗔𝗱𝘀 Google is testing a new ad experience where AI guides users through complex purchase decisions. This includes tailored recommendations based on user-provided information, enhancing the shopping experience. 🎨 𝗩𝗶𝘀𝘂𝗮𝗹 𝗦𝘁𝗼𝗿𝘆𝘁𝗲𝗹𝗹𝗶𝗻𝗴 𝗼𝗻 𝗬𝗼𝘂𝗧𝘂𝗯𝗲, 𝗗𝗶𝘀𝗰𝗼𝘃𝗲𝗿, 𝗮𝗻𝗱 𝗚𝗺𝗮𝗶𝗹 Demand Gen campaigns are expanding to more platforms, with new features like vertical videos, stickers, and animated image ads. This is a game-changer for engaging with audiences across different channels. 📊 𝗣𝗿𝗼𝗳𝗶𝘁 𝗢𝗽𝘁𝗶𝗺𝗶𝘀𝗮𝘁𝗶𝗼𝗻 Google introduced profit optimization as a new goal for Performance Max and standard shopping campaigns. This feature uses data to maximise profit, providing a more strategic approach to bidding. The future of search marketing is here, and it's powered by AI (what isn’t these days 🤷).  We’ll be working with our clients in the upcoming months to adapt to these changes and thrive in this new landscape. What’s your take on these new changes? Share your thoughts in the comments below P.S. Link to the Google Marketing Live 2024 video in the first comment. #GoogleMarketingLive #SearchMarketing #DigitalMarketing #AI #Innovation #MarketingTrends