GML 2024: the New Era of AI
Innovations/summary from Google during GML:
First part of the GML:
- Showing video of Project Astra(prototype)
- Google shows that they have the best infrastructure for AI
- 15% of searches are new on Google every day
- AI overviews lead to higher-quality clicks
- The volume of searches with 5 or more words grew 1.5 as fast as shorter queries
- 12 billion visual searches with lens (1/4 has commercial intent)
- Search with video is coming soon
- Youtube is the #1 most-watched streaming platform
- Gen AI X creativity was launched last week(YouTube is getting also more AI)
Announcements around Ads:
- 2 of 3 consumers say making purchase decisions are becoming harder
- Gen AI will unlock opportunities and only becomes more powerful
- AI will work for creative, media and measurement and they will work together
- Google will start using search Ads en shopping in AI overviews for users in The US.
Announcements around Search Ads
- Top Ads in visual search (after use of lens)
- New dynamic ad experience
- Broad match performance has improved over the last 6 months with 10% for advertisers using smart bidding.
- Advertisers using Pmax + search are seeing 27% more conversions at a similar cost ( they call it the power pair)
- Google announced Profit optimization (they already announced it at EMEA)
- Advertisers who are using campaign profit see an 15% uplift in campaign profit
- Loyalty promotions announcement ( example member price)
Announcements around Gen AI for creatives:
- Google has been upgrading Gen AI
- Now add reference images
Pmax:
- Additional reporting and controls in Pmax
- Placement reporting and excluding options for YouTube videos
- Asset-level reporting is coming to PMAX
Video:
- Demand Gen will roll out to display & video 360 and to search Ads 360
- Look a Like Audience threshold is Lowered from 1000 to 100 users
- Vertical video increases over 40% in view through rate
- Stickers are launched for YouTube Short Ads
- YouTube launched Animated Image Ads
- Demand Gen with products feeds get 33% more conversions at a similar CPA
- New YouTube Partnership Ads
- YouTube has expaned YouTube Shopping to Shopfiy Merchants
Product Studio, shopping and video:
- Reference images
- Image to video tool
- New brand profile section
- Shopping will start highlighting key attributes
- 3D shopping Ad formats with 3D spin
- Virtual try-on comes to tops and with people from different shapes and sizes
- Video Highlights in Ads (quotes for example)
Data:
- Data manager is available to everybody
- Google is rolling out measurement diagnostics
- New generated insights & reports
- Meridian will be available later this year
End presentation:
- AI Essentials in Optiscore, available globally from today
- Accelerate with Google, available in The US, Germany and India(global coming soon)
That’s it! For the full video check: https://adsonair.withgoogle.com/events/google-marketing-live-2024/watch?talk=gml-keynote
