David Bridges
Key Insights
- New Ads: Google is testing new ads within AI overviews to connect brands directly with AI-generated responses.
- AI Max Campaigns: The new ad options will be part of Google’s AI Max for Search campaigns, which are available to all advertisers globally.
- Content Generation: Google is introducing AI-powered content generation tools in its Asset Studio to simplify product image and video creation.
- Shoppable Ads: YouTube masthead ads are now shoppable, enhancing sales opportunities through video ads.
Google has announced a range of new ad tools at its “Think Week” event in New York, which could provide some additional considerations for your holiday marketing plan.
First off, Google’s announced that it’s testing new ads within its AI overviews, which will give brands a direct way to link into its AI-generated responses.
Google first started testing Search and Shopping ads in AI overviews back in May, but now, it’s expanding those listings via a new, dedicated element within AI-generated results.
As explained by Google:
“For example, when someone asks ‘why is there low water pressure after installing a new sink’ when they encounter a problem during a home renovation, AI Overviews may provide some helpful tips on how to fix it, as well as a useful ad for a plumber, who can come to the rescue to fix that bathroom.”
As you can see in this example, now, within the expanded listing of AI-generated answers and links, there’ll also be a new “Sponsored” breakout within some results.
And with the use of AI answers rising, resulting in fewer referral clicks, that could be a valuable option to maintain brand awareness and response based on Google listings. Though it will cost you, and there’s no guarantee that people are going to scroll down far enough to see them.
The option will be part of Google’s AI Max for Search campaigns (which are now available to all advertisers globally), though as noted, it’s still in testing at this stage.
We’re also working on text guidelines, a new feature to help you create even more brand-safe creative, steering Google AI to create high-performing text assets that meet your brand and business requirements. Look for it in both AI Max and Performance Max campaigns as we start making it available to more advertisers this fall.
Google’s also rolling out some new, AI-powered content generation tools in its “Asset Studio” element in the Google Ads app, which will make it easier to create product images and videos in-stream.
As per Google:
“Upload a photo of your product, like Academy Brand’s Conrad Jacket, and with a simple text prompt like ‘a young man walking in the park,’ Google AI will generate a new image featuring a model wearing your jacket in that exact scene. All the key details – from the premium wool blend to the antique logo shank – are preserved, giving you an authentic, campaign-ready asset in seconds.”
This is an evolving feature of such tools, providing the capacity to ensure that your brand and product elements remain consistent in AI generations, while the rest of the image is built around them. And with Google’s image generation tools continuing to evolve, this could be a powerful, valuable addition to your process.
Google’s also adding batch generation for AI content, as well as text-to-video tools to provide more asset creation capacity.
And it’s also adding improved project sharing tools as well, including the capacity to share in-development ads for broader review.
On another front, YouTube masthead ads are now shoppable, providing another way to drive sales from YouTube ads.
Some handy considerations for your campaigns, which could provide you with new avenues to get your products in front of prospective shoppers this holiday season.
