Google Marketing Live 2024: The Most Important Announcements

A month ago, Google Marketing Live 2024 buzzed with exciting announcements. With the dust settled, let’s dive into the key updates that can still transform your digital marketing strategy. From creating personalized ad experiences to simplifying campaign management, there was a lot to be excited about. Here are the updates that stood out most to us:

Performance Max

  • Google Search campaigns and Performance Max work together as a “Power Pair” to maximize lower-funnel sales strategies. This duo can reportedly increase e-commerce revenue by an average of 27%.
PMax campaigns will soon allow you to use your brand colors and fonts. Source: Google
  • Performance Max campaigns will soon allow you to use your brand colors and fonts.
  • Reporting is becoming more transparent with improved YouTube ad placement statistics.
  • There will also be testing options to see how much impact a good ad copy and image can have.

Search

  • A new shopping experience where shopping campaigns allow you to display ads by uploading a picture to Google Lens or Circle to Search.
  • Search ads will soon offer interactive and personalized results, where the user can browse within the ad to find the right product without going to the website.
  • AI Overviews is a new view on the search engine results page, where the dominant first impression is a personalized solution to the problem, followed by a sponsored offer.
  • Search campaigns will soon be possible to create by chatting with AI and getting a campaign that meets best practices.

Demand Gen

  • Demand Gen campaigns will soon be possible to create and manage from Display & Video 360 and Search Ads 360 platforms.
  • Even more eye-catching ads can be made with Merchant Center – Google takes images from your product catalog, animates them, and creates a photo collage with minimal effort.
  • Advertisers will have more control, as it will soon be possible to choose which format to display a particular video (in-stream, shorts, in-feed).
It will soon be possible to choose which format to display a particular video (in-stream, shorts, in-feed. Source: Google
  • The minimum list size for lookalike segments will be reduced from 1,000 to 100.

Shopping

  • AI tool for creating videos – Product Studio. You don’t need to spend as much on creating video ads. Account managers can now leverage AI to produce videos themselves.
  • Shopping ads are becoming interactive – you can get a closer look at the product without going to the website.
  • And of course, virtual try-on, which probably doesn’t need much explanation.
  • Generate eye-catching animated ads from just a few images.
With just a couple of product images, moving footwear ads are generated. Source: Google
  • Performance Max campaigns linked to Merchant Center will soon be able to use a profitability-optimized bidding strategy.

Note: Shopping ads are not yet available for display in the Baltics.

YouTube

  • Shorts ads will soon be able to have clickable stickers attached to share additional product information.
  • YouTube Shopping Affiliate program helps advertisers add clickable product information to videos.
  • Self-service program for content creators to distribute paid partnerships.
  • The YouTube ad placement report is becoming more transparent.

Curious how these Google Ads updates can fuel your marketing strategy? We’re excited to explore the possibilities with you. Reach out to us at kaidi@mbd.ee and let’s chat about how to leverage these features for your campaigns!