By Taiwo Kola-Ogunlade
Artificial intelligence (AI) is revolutionizing industries, including digital marketing, by enabling marketers to create targeted, engaging, and effective campaigns. Last week Google Ads introduced a suite of new AI-powered tools that enhance creativity and performance, such as advanced reporting, AI-powered image editing, generative AI for asset creation, streamlined access, and seamless integrations with creative platforms. These tools empower marketers to uncover hidden insights, unleash their creativity, accelerate content creation, simplify their workflow, and expand their creative network.
These new features build upon the foundation of Performance Max, providing marketers with even more tools to unleash their creativity and drive results.
5 Ways Google Ads is Transforming Creative Performance
- Uncover Hidden Insights with Advanced Reporting: Ever wondered which of your ad creatives are truly hitting the mark? Now you can find out! Google Ads is introducing detailed conversion metrics right within your asset-level reporting for Performance Max campaigns. See exactly which images, videos, and headlines are driving the most valuable actions from your audience. Additionally, you can now track where your video ads are appearing on YouTube, ensuring your brand is showcased in suitable environments. If you spot something amiss, you have the power to exclude specific placements. This level of transparency puts you in control, allowing you to make data-driven decisions that optimise your campaigns for maximum impact. To access these reporting tools, navigate to the “Reports” section in your Google Ads account and select the relevant campaign.
- Unleash Your Creativity with AI-Powered Image Editing: Forget the hassle of outsourcing image edits or learning complex software. Google Ads now offers AI-powered image editing tools that put the power of creativity at your fingertips. Remove unwanted objects, add new elements, expand backgrounds, and even crop images to different aspect ratios, all with a few simple clicks. This empowers you to create a wider variety of eye-catching visuals, tailored to different platforms and audiences, without breaking the bank or slowing down your workflow. To try out these features, head to the “Assets” section of your Google Ads account and select the image you want to edit.
- Accelerate Asset Creation with Generative AI: Struggling to keep up with the demand for fresh creative content? Google Ads’ asset generation feature is here to help. Now available in App and Display campaigns, this powerful tool leverages AI to generate high-quality images in a flash. Simply provide a few prompts and let the AI do the heavy lifting, saving you valuable time and resources. You’ll also gain access to enhanced asset reporting for App campaigns, so you can track the performance of your AI-generated images and fine-tune your strategy. To explore asset generation, go to the “Create” menu in Google Ads and select “Assets.”
- Simplify Your Workflow with Streamlined Access: No more jumping through hoops to create and manage your assets. Google Ads has simplified the process, making it easier than ever to access essential tools. You can now generate images, create videos, and upload assets directly from the “Create” menu. This streamlined workflow saves you time and eliminates unnecessary clicks, allowing you to focus on what matters most – crafting compelling campaigns.
- Expand Your Creative Network with Seamless Integrations: Collaboration is key to success, but it can be challenging when your creative team uses different platforms. Google Ads has partnered with leading creative platforms like Canva, Smartly, and Pencil to bridge the gap. The typeface will now be joining the fold. This integration enables the seamless implementation of assets built with Typeface directly into Google Ads campaigns. Now, teams can focus on their creative strengths, while marketers enjoy a smooth and efficient workflow.
Taiwo Kola-Ogunlade is the Communications & PR Manager, Google West Africa