Google Marketing Live 2024 EMEA: A New Era of AI and Ads

On May 21, 2024, Google Marketing Live unveiled an array of groundbreaking advancements that herald a new era in AI-driven advertising. This year's event highlighted how artificial intelligence is reshaping media, creative processes, and measurement to deliver more effective and engaging ads. Here's an exciting roundup of the key announcements that are set to revolutionise the digital marketing landscape.

Covered in this article

Performance Max: The Ads Power Pair
Search: Immersive and Interactive Ad Experiences
Demand Gen: Visual Storytelling Across Platforms
Retail and Commerce: Enhanced Shopping Experiences
YouTube: Interactive and Engaging Ads
Measurement and Audiences: Streamlined Data Management
Apps: Enhanced Performance and Measurement
AI Essentials in Optimisation Score and Recommendations
Connect With Your Audience
FAQs About Google Marketing Live 2024 EMEA

Performance Max: The Ads Power Pair

Google's Performance Max campaigns are redefining how businesses drive conversions and ROI across multiple channels. By combining AI-powered Search campaigns with Performance Max, advertisers are witnessing an average 27% increase in conversions at similar costs per acquisition (CPA) or return on ad spend (ROAS). The latest enhancements provide greater control over ad placements and performance transparency, along with advanced creative tools that enable scalable, on-brand visual assets.

Key Features:

• AI-powered Image Generation: Generate high-quality, industry-specific visuals.
• Brand Guidelines Integration: Maintain brand consistency with custom colours and fonts.
• AI-powered Image Editing: Edit and optimise product images for various formats.
• Third-Party Creative Collaborations: Seamlessly integrate with platforms like Canva and Smartly.
• Enhanced Placement Reporting: Transparency into YouTube ad placements.
• Asset-level Reporting: Detailed performance metrics for individual creative assets.
• Conversion Lift Studies: Measure the true impact of your campaigns.

Search: Immersive and Interactive Ad Experiences

Generative AI is transforming Google Search ads, creating new, immersive experiences that guide consumers through complex purchase decisions. Over the next few months, Shopping ads will start appearing at the top of visual search results when users utilise Google Lens or Circle to Search. Additionally, AI-powered Search ads will deliver personalised recommendations, creating interactive experiences that set a new standard for helpful ads.

Key Features:

• Visual Search Integration: Shopping ads in Google Lens and Circle to Search results.
• Interactive Search Ads: AI-driven personalised recommendations.
• Ads in AI Overviews: Integration of ads in AI-generated overviews to enhance discovery.

Demand Gen: Visual Storytelling Across Platforms

Demand Gen campaigns are designed for visual storytelling on YouTube, Shorts, Discover, and Gmail. These campaigns help maximise presence on Google's most immersive surfaces, driving conversions with visually engaging ads.

Key Features:

• Animated Image Ads: Automatically generated animated ads on YouTube Shorts.
• Video Asset Pinning: Control over where video ads appear.
• Lookalike Segments: Easier creation of lookalike audiences with a reduced list size requirement.

Retail and Commerce: Enhanced Shopping Experiences

Google AI is helping retailers create more engaging shopping experiences and drive stronger ROI. New tools like Product Studio will allow retailers to transform static photos into eye-catching videos, while virtual try-ons and 360-degree views will boost shopper confidence.

Key Features:

• Product Studio: AI-generated product visuals and videos.
• Virtual Try-On: Experience clothes on diverse body types.
• 360-Degree Product Views: Enhanced product visuals in Shopping ads.
• Profit Optimisation Goal: Maximise profit with Smart Bidding.
• Loyalty Program Integration: Tailored promotions for loyalty members.

YouTube: Interactive and Engaging Ads

YouTube continues to be a powerhouse for advertisers, with new innovations aimed at inspiring viewer action and providing deeper insights into ad placements. The introduction of interactive stickers in Shorts ads and the expansion of the YouTube Shopping affiliate program will enhance engagement and conversion potential.

Key Features:

• Interactive Shorts Ads: Stickers to make ads more engaging.
• Swipe and Tap Features: Enhanced interaction options for Shorts viewers.
• YouTube Shopping Affiliate Program: Seamless product tagging by creators.

Measurement and Audiences: Streamlined Data Management

Google is enhancing measurement and audience solutions to provide a durable foundation for AI-driven marketing strategies. The new Google Ads Data Manager simplifies the use of first-party data, and cross-channel budgeting in Google Analytics will help manage campaign budgets more effectively.

Key Features:

• Google Ads Data Manager: Simplified first-party data integration.
• New Customer Acquisition Goal: Improved models with Google Analytics signals.
• Cross-Channel Budgeting: Beta feature for managing budgets across channels.
• Google-engaged Audiences: Re-engage customers who have interacted with your business.

Apps: Enhanced Performance and Measurement

App campaigns are getting a boost with features designed to drive more in-app conversions and measure campaign impact more effectively. Enhancements to SKAdNetwork reporting and geo-based experiments will provide better insights into the performance of App campaigns.

Key Features:

• Web to App Connect: Higher conversion rates for app landings.
• SKAdNetwork Enhancements: Improved iOS measurement and performance.
• Geo-based Experiments: Accurate measurement of incremental ROI.

AI Essentials in Optimisation Score and Recommendations

Google is ensuring businesses have the essentials for success with AI-driven optimisation scores and recommendations. The new 'AI Essentials' category highlights opportunities to improve optimisation scores, leading to significant increases in conversions.

Connect With Your Audience

Google Marketing Live 2024 showcased a remarkable array of innovations that are set to transform the advertising landscape. From AI-powered image generation and immersive search ads to interactive YouTube experiences and enhanced app campaigns, these advancements offer exciting opportunities for businesses to connect with their audiences in more meaningful and impactful ways. As these features roll out, advertisers can look forward to harnessing the full potential of Google's AI capabilities to drive performance and growth.

FAQs About Google Marketing Live 2024 EMEA

1. What is Google Marketing Live 2024 EMEA?

Google Marketing Live 2024 EMEA is an annual event where Google unveils the latest advancements and innovations in AI-driven advertising, media, creative processes, and measurement.

2. What new features were announced for Performance Max campaigns?

Google introduced new controls, transparency, AI-powered image generation, brand guidelines integration, enhanced placement reporting, asset-level reporting, and conversion lift studies for Performance Max campaigns.

3. How is AI being integrated into Google Search ads?

AI is enhancing Google Search ads by creating interactive and personalised ad experiences, integrating ads into AI-generated overviews, and incorporating Shopping ads into Google Lens and Circle to Search results.

4. What are Demand Gen campaigns, and what platforms do they target?

Demand Gen campaigns help advertisers maximise their presence on visual and immersive platforms like YouTube, Shorts, Discover, and Gmail, featuring animated image ads and video asset pinning.

5. What innovations were introduced for retail and commerce?

Google introduced AI-powered tools like Product Studio for generating product visuals, virtual try-ons for clothing, 360-degree product views, profit optimisation goals, and loyalty program integrations.

6. What new features are available for YouTube ads?

YouTube ads now include interactive elements like stickers for Shorts, swipe and tap features, the expanded YouTube Shopping affiliate program, and enhanced insights into ad placements.

7. How is data management being streamlined with the new tools?

Google introduced the Google Ads Data Manager, cross-channel budgeting in Google Analytics, and new audience segments to simplify data management and improve campaign effectiveness.

8. What enhancements were made for app campaigns?

App campaigns now feature Web to App Connect for higher conversion rates, SKAdNetwork enhancements for better iOS measurement, and geo-based experiments for measuring incremental ROI.

9. What are the AI Essentials in optimisation score and recommendations?

The AI Essentials category on the Recommendations page highlights opportunities to improve optimisation scores and conversions with AI-driven insights and suggestions.

10. How can I learn more about Google Marketing Live 2024 EMEA?

For more information, you can visit the official Google Marketing Live website or contact your Google team for detailed insights and updates.