advertising-technology1.47 min read
"Google Empowers Demand Gen Advertisers with Generative AI Image Tools"
1 year ago•Source: Social Media Today
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1.14 min•1 year ago
"Reddit's New Free-Form Ads Blur Line Between User Posts and Paid Content"
Reddit has introduced "Free-Form Ads," a new ad format that closely resembles regular posts on the platform, with upvotes and comments. Early testing has shown a 28% increase in click-through rates, and brands like Just Eat Takeaway, Kraft Heinz, and Leica have seen positive results. The ads are marked as "Promoted," but otherwise blend seamlessly into users' feeds, and are expected to become more prevalent in the future.
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Google Removes Similar Audiences Feature
Google will remove similar audiences from all ad groups and campaigns on August 1. Marketers can opt into optimized targeting and audience expansion or manually turn off campaigns. While the new automation features aim to improve reach and ROI, losing similar audience data generated from first-party data may concern users. Google encourages an audience strategy anchored in automation to market at the speed of consumers and meet privacy expectations. The transition is part of Google's efforts to phase out third-party cookies and develop more durable strategies for business growth.
"Google Performance Max Enhances Product Collection Creation and Upgrades DSA and GDA"
Google Performance Max now allows users to create product collections, which combine products with creative assets such as images, videos, and text. This feature simplifies the product listing experience, saves time and money, and can enhance product performance and customer engagement. Collections can include up to 100 products and are currently available for local products sold within Performance Max for store goals. Google has not yet announced plans for wider-scale or international promotions, making it a valuable opportunity for local marketers to maximize their outreach.
"Using GPT for Google Ads Performance Summary & E-Commerce Client Acquisition"
A Google Ads script that uses OpenAI's GPT to write an account performance summary and optimization suggestions has been developed. The script uses a table of campaign performance data to provide GPT with facts about the account's performance and optimization methodology. The prompt is engineered to provide GPT with precise instructions, and the resulting code is used to pull CSV data and send it to GPT for a summary. The script can be customized with target metrics and optimization suggestions, and the resulting summary can be shared with clients and stakeholders.
WPP and Nvidia join forces for AI-powered advertising.
Advertising giant WPP has partnered with Nvidia to use generative artificial intelligence (AI) in advertising. The technology will allow WPP to create personalised ads at scale, using AI to generate images and videos based on data inputs. The partnership will also explore the use of AI in other areas of advertising, such as media planning and buying.
Google to Utilize AI for Ad Creation and Customer Service.
Google is reportedly working on generative AI tools, powered by PaLM 2, that will help advertisers and YouTube creators create media assets. The tools will generate media assets, including titles and descriptions, based on relevant topics. Amazon and Meta are also testing generative AI for advertisers. The integration of generative AI by Google will be worth testing to see if it helps improve performance, especially with conversion rates down and CPLs up. The official announcement of these AI solutions may be made at the upcoming Google Marketing Live event.
Meta's AI tools revolutionize ad creation and testing.
Meta has launched AI Sandbox, a "testing playground" for advertisers to try out new generative AI-powered ad tools. The company has been working with a small group of advertisers on three AI Sandbox tools so far: text variation, background generation, and image outcropping. Meta has also announced several AI-powered updates to Meta Advantage, its portfolio of automated tools and products that advertisers can use to enhance their campaigns. The company has been investing "tens of billions of dollars" into AI each year, and the advanced models will help drive better results for businesses.
Google Ads to Introduce Generative AI.
Google plans to integrate generative AI into its advertising business through Performance Max, a program that uses an algorithm to determine ad placement, budget allocation, and simple ad copy creation. Advertisers can submit creative content, and the AI will "remix" these materials to generate ads that target specific audiences and meet objectives like sales targets. However, concerns have been raised about the potential for the tool to disseminate misinformation. Google intends to implement strict safeguards to prevent such errors as it rolls out its new generative AI features.
Google Urges Advertisers to Switch to Search Ads 360 by 2024, Addresses Video Indexing Issue.
Google has announced improvements to its Search Ads 360 platform, offering better cross-channel support and enhanced reporting capabilities for enterprise advertisers. Advertisers are encouraged to upgrade to the new platform before the April 2024 shutdown of the previous version. The new platform offers improved support for Google Ads, Microsoft Advertising, Yahoo! Japan, and Baidu, with features like Templates, Performance Center, and enhanced reporting capabilities. Google hopes to improve the advertiser experience and stay competitive in the ad tech market.