At the Google Marketing Live India event, Google unveiled new AI-driven advertising tools tailored for evolving consumer behaviors. With 80% of Gen Z in India using Google Search for shopping, the focus is on enhancing ad relevance and measurement through automation. Key highlights include AI Overviews, which will introduce ads within AI-generated summaries, and AI Max for Search, optimizing campaigns based on customized inputs; early testing reported a 15% boost in conversions. Additionally, the “Generated for You” feature in Product Studio helps merchants create product visuals, showing a 250% year-on-year increase in AI-generated creatives. Performance Max’s Retention Only Mode, currently in beta, has reduced re-engagement costs by nearly two-thirds for testers like Swiggy. Google also enhanced smart bidding for discovering unique search queries, resulting in an 18% conversion increase. New features in connected TV formats and updates to the Meridian Marketing Mix Model were announced, highlighting a future-oriented, AI-supported marketing strategy.
Source link
Share
Read more