Top Takeaways from Google Marketing Live 2024

On May 21st, marketing pros eagerly tuned in to Google Marketing Live 2024. The event was much anticipated by this tech giant's followers. It was mainly due to Google's recent introduction of smarter AI in search. It set the stage for what followed. What followed next? Power-packed AI tools for marketers. The sessions concentrated on artificial intelligence. As, the speakers often joked about how much they mentioned AI.

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Google then unveiled several advanced AI features in Google Ads and Search. The event had engaging speakers and demos. They showed how these tools can help marketers. These tools can now better meet consumers' changing needs and preferences.

• First, Philipp Schindler, the Chief Business Officer, gave a rousing opening speech.

• Then, Vidhya Srinivasan, the Ads VP, showcased advanced AI ad tools, impressing the crowd. Sylvanus Bent III, a Product Manager, discussed Search Ads and the "Power Pair."

• Tim Frank, the Search Ads Product Management VP, presented captivating AI ad experiences. Nicky Rettke, the Director for YouTube Ads, revealed immersive shopping ads, like 3D and virtual try-ons.

• Next, Matt Madrigal, the Merchant Shopping VP, shared Google's vision for AI in shopping. Gaurav Bhaya, the Buying Platforms, Measurement & Customer Engagement VP, explored AI's role in advertising analytics and engagement.

• Selin Song, the Google Customer Solutions President, and Sean Downey, the Americas & Global Partners President, discussed AI in image editing and product visualization.

They emphasized creative control for brands. They also talked about YouTube creator partnerships. They also talked about the benefits of Search and Performance Max campaigns. This left attendees excited about the future of AI advertising.

Vidhya Srinivasan, the Ads VP, showcasing the power of Gen AI
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Google's latest AI-powered advertising tools will change how you make ads. They will also change how you engage with customers. They will redefine the ad experiences. At the recent Google Marketing Live event, the tech giant unveiled groundbreaking innovations. These will transform digital marketing. AI will take center stage, delivering new, personal, and immersive experiences.

Imagine a world where search ads cater to your customers' needs. They provide tailored recommendations based on their unique preferences. Google's new search ad experience promises exactly that:

• Users can upload photos or provide more information

• The AI-powered search engine will suggest relevant options aligned with their requirements

For example, if searching for a storage facility, users can upload photos of items they need to store. The search results will then show the best options. This revolutionary feature is set to become widely available later this year

Have you ever wished for a more impactful way to showcase your brand in search results? Google's new brand profiles are here to grant your wish:

• Inspired by the success of Business Profiles

• These profiles will highlight detailed information about your brand. This ensures your potential customers understand who you are. They will also understand what you offer.

Create your brand profile by listing your products
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Over 40% of shopping queries mention a brand or retailer. This feature is set to be a game-changer. It will boost brand visibility and engagement.

Words of Wisdom: You are a marketer. You know the importance of creativity. It captures your audience's attention. But what if you could harness the power of AI to take your creative efforts to new heights?

The upcoming changes to Performance Max campaigns will give you more control. You'll have that control over your creative assets.

• Upload brand guidelines, including fonts, colours, and image references

• Effortlessly scale your creative output while maintaining brand consistency across all touch-points

• Google's AI will make new asset variations. They will stay true to your brand.

Enhance Your Visuals with Google’s AI Editing Tools

Are you ready to breathe new life into your ad visuals? Google's AI-driven image editing tools are here to elevate your creative game:

• Experiment with adding new objects to your ads

• Extend backgrounds to fit various sizes and formats

Create images with Google's AI-driven image editing tools
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AI can help you and become a true friend. It can transform your existing creative assets into captivating visuals.

Get ready to captivate your customers. Do it with shopping ad experiences by Google that blur the line between digital and physical.

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• 3-D spinning ads that allow users to explore products from every angle

The features are for virtual try-ons. They cater to all body types. They ensure a personalized and inclusive experience. Later this year, add product videos, summaries, and similar recommendations to your ads. They will create a complete shopping journey.

Google's commitment to AI extends with Gemini beyond traditional advertising formats:

• Testing the integration of search ads and shopping ads within AI Overview

• Powered by the cutting-edge Gemini AI

• These AI-driven overviews offer users a more comprehensive and satisfying search experience

The goal is to add relevant ads to these AI Overviews. They aim to improve the user experience and help marketers.

Still in doubt? Read more on Gemini with Tru’s latest blog: Gemini AI vs. ChatGPT 5: Understanding Conversational AI

Altogether, Google will never stop amazing you. It’s updates are quicker than the place you wish to travel next.

A Note To Marketers: Key Takeaways From The Event

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Dear Marketers, the long-awaited Google Marketing Live 2024 event has come to an end. It left us with many insights and innovations to ponder. We view this event at Tru as a net positive for the marketing community. It is a crucial call to evolve how we communicate with clients and vendors. Here are our key takeaways:

1. Google focuses on video and images. This reflects a shift in consumer behaviour toward visual transactions. One stat stood out: 1 in 4 image searches aim to buy something. It underscores the importance of video and creative tools shown at the event.

2. Feeds are vital to power-packed PPC solutions. If you're not comfortable with feeds, such as lead generation and B2B, it's time to start trying. Advertiser-controlled data sets like feeds seem to be the consistent influencers of performance.

3. Google initially said, "AI isn't a Marketer." But, they later said, "AI is your strategist." We believe the first statement was to calm concerns. The latter reflects Google's direction. They see AI as a strategic ally for data-driven budgeting and optimization.

4. The "Power Pair" concept combines smart bidding and broad match. It is just a rebranding of best practices. However, if you lack sufficient data, you'll need to lean on other marketing tools.

5. The focus on profit vs. revenue bidding highlights the type of data Google needs. Advertisers withhold such data out of fear. This hinders their full use of Google's advanced ad tools.

6. Keywords are not the future. Obsessing over words instead of audiences and creativity is a mistake. The key takeaway is that Google's main levers are changing. They are shifting to visual content. They want audiences with first-party data and AI to bridge gaps.

7. The future looks bright! We would have liked more focus on lead generation and B2B. But, the clear reporting. Also, the extra brand controls and feed-based creative show Google is listening. They also show better integrations. Many of these tools benefit lead generation and B2B just as much as e-commerce.

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Altogether, these tools will aid B2B businesses like never before. Leading boutique agencies in Canada like Tru have already started yielding it. We remain committed to empowering marketers. We provide the latest strategies and tools and help marketers thrive in this ever-changing landscape.

At Tru, we're investing heavily in empowering our customers to win on paid social. They will also manage audiences on ad networks.

The event showed that Google is dedicated to promoting innovation responsibly. It works closely with advertisers, agencies, and partners to help them thrive with AI. It helps them find new chances for growth.

Need to know more about our decade-long marketing journey?