What advertising tools will be available on Google services
Since 2013, Google has hosted Marketing Live, an annual conference for marketers. In 2024, the company unveiled new advertising tools designed to give users a more immersive experience.
The key innovation was an improved interface for search advertising. This functionality is still in the testing phase and is only available to a limited number of advertising professionals. However, by the end of 2024, Google promises to launch it in an entire release. The purpose of the innovation:
1. Help the consumer make a purchase decision, even when it is extremely difficult.
2. The system simplifies the choice by broadcasting additional information.
3. Other users who have already made purchases provide additional information.
4. The sharing of information is voluntary.
This functionality is available in individual adverts. They are highlighted in the search results with a blue button that, when clicked, takes the user to a separate page. Here, they can find photos, recommendations, or reviews of a competitor’s product. The system automatically generates personalised information according to the consumer’s request.
New features for advertisers
Another new feature from Google is the display of brand profiles in search. These are based on data provided by merchants through the Google Merchant Centre service. The system will list popular businesses mentioned in searches and maps. This feature has been made available in response to more than 40% of purchase queries mentioning brands or merchants.
Google hasn’t forgotten about advertisers either. The company has prepared tools for them to realise creative advertising ideas. Here is an overview of the new features:
1. Advertisers can upload their recommendations to the system.
2. These can be unique fonts and links to images.
3. Based on these, artificial intelligence creates different variations of creativity for brands.
In this way, companies can retain maximum identity in their advertising campaigns while remaining as effective as possible. In addition, the Google Merchant Centre offers a wide range of creative editing tools. AI allows for experimentation, adding new objects to images, changing backgrounds, and other elements. As a result, the company is well-positioned to make its ads as engaging as possible for its target audience.
One critical goal of advertising is to provide an immersive experience. To achieve this, Google offers a virtual try-on feature. Using 3D technology, the user has access to a three-dimensional image of the advertised item. They can view it from different angles and try it on. This approach makes the process of buying or choosing a product exciting.
Soon, the company also promises to make information supplements available for advertising. This could be reviews or videos.