From Hype to Impact: How GenAI Reshapes Marketing

1.Improve Shopping Experience with Generative AI

The challenge: Optimising Shopping feeds is a goal for every advertiser working with Google Merchant Center (MC) in order to improve query matching, increase coverage, and ultimately click-through rates (CTR). However, it is cumbersome to sift through product disapprovals in MC or manually fix quality issues. So let’s see how the latest advances in Generative AI can improve your shopping experience.

Description Genius - can generate product descriptions in the format of your choice using the latest advances in Generative AI. Be it a single paragraph, multiple paragraphs with headlines or even HTML tags. With Description Genius you can easily generate captivating product descriptions using product features and any additional sources of information that you may have e.g. product reviews, usage instructions, website data etc.

FeedGen - can improve product titles, generate more comprehensive descriptions, and fill missing attributes in product feeds. It helps merchants and advertisers surface and fix quality issues in their feeds using Generative AI in a simple and configurable way.

FeedX - Improving Shopping feeds can be challenging without a reliable feedback signal indicating whether the changes an advertiser makes are better or worse than what was there before. FeedX solves this problem by allowing advertisers to test these changes using reliable and trustworthy A/B tests.

FeedX is the recommended testing methodology for FeedGen. You can see a successful example of using FeedX and FeedGen in the Think With Google article Generative AI: Home24 improves the reach and performance of shopping ads with FeedGen, where the business was able to measure a 29% increase in clicks and a 25% increase in impressions.

You can find Adios case study in German (or you can try Google Translate version, just select your preferred language in the top menu).

Responsive Search Ads AI Generator - can help to fill gaps in search campaigns set up by creating new headlines/descriptions for Responsive Search Ads from existing keywords.

Copycat - can generate high-quality ad copies for Google Search campaigns. Copycat analyzes your existing high-quality search ads (headlines, descriptions, and keywords) to learn your brand style. You then provide new keywords, and Copycat generates corresponding headlines and descriptions that match your brand's tone and messaging.

3. Improve Creatives with Generative AI

The challenge: Current Video Ads creative solutions, both within YouTube / Google Ads as well as open source, primarily focus on 4 of the 5 keys to effective advertising - Brand, Targeting, Reach and Recency. Those 4 pillars contribute to only ~50% of the potential marketing ROI, with the 5th pillar - Creative - capturing a whopping ~50% all on its own.

GenAI solutions focuse on the Creative pillar to help potentially unlock ~50% ROI while solving a huge pain point for most advertisers; the generation of high-quality video assets in different durations and languages and Video Ad formats, powered by Google's multimodal Generative AI - Gemini.

ViGenAir - harnesses the power of multimodal Generative AI models on Google Cloud Platform (GCP) to automatically transform long-form Video Ads into shorter variants, in multiple ad formats, targeting different audiences. It is your AI-powered creative partner, generating video, image and text assets to power Demand Gen and YouTube video campaigns.

Case Study:

Ariel - is a cutting-edge solution designed to enhance the global reach of digital advertising. It enables advertisers to automate the translation and dubbing of their video ads into a wide range of languages.

Product Video Ads - builds ad videos by taking a base video (effectively a template) and putting product information (names, images, prices etc.) on them, updating automatically when there are changes to the configuration, prices etc. For example, retailers who have different special offers in different cities, can use this mapping to efficiently create localised video ads and update them whenever the assignment changes.The following example illustrates the functionality with a single product in a single video: a template video (shown are frames from its beginning, middle and end) is combined with a product (data and image) to yield a video that advertises that product:

The ABCDs Detector solution streamlines the assessment of your video ads against YouTube's ABCD framework. Powered by Google AI, this tool automates the evaluation process, providing detailed reports on how well your ads align with key attention-driving metrics. Simplify your YouTube ad analysis and gain valuable insights for optimization with the ABCDs Detector.

BackgroundR automatically creates new backgrounds for your images based on a text-prompt. AI-based in-painting using Google's latest Imagen models ensures natural-looking background replacement. The tool is capable of exchanging backgrounds in bulk across many assets.