Let’s take a closer look at the innovations that enable both small businesses and large brands to manage campaigns more efficiently…
In 2024, one of the most frequently heard terms in our daily lives is undoubtedly AI. One of the areas where AI is most relevant is digital performance marketing. From content creation to analyzing campaign results, AI offers convenience and efficiency to brands throughout all performance marketing processes. To help brands achieve their marketing goals, Google introduced a series of AI-powered solutions in 2024. Let’s explore the innovations that enable both small businesses and large brands to manage campaigns more efficiently:
- One of the most exciting innovations in search is AI Overviews in Search, which is currently available only for mobile users in the US. First demoed at Google Marketing Live 2024, this new format takes classic search usage a step further, offering users a more practical experience. Unlike standard search results, the new format provides a holistic result faster and without the need to browse through multiple sources. During Google’s product testing, users who experienced AI Overviews reported satisfaction with the format. In addition to streamlining the search experience, AI Overviews can also be used with Shopping ads. This allows users to view products related to their searches without needing to enter a separate product research process, offering a more effective user experience. Whether this trend will prevent users from shifting to AI programs instead of conducting Google searches is something we’ll see over time.
- Another update related to search addresses a long-standing issue for performance marketing specialists. As you know, adding all variations of a negative keyword is critical; otherwise, the ad may still appear for a variation of the negative keyword with a typo. With the latest update, adding a single negative keyword is now enough to exclude typo variations. For example, instead of manually adding every typo variation of the keyword “YouTube,” it’s now possible to exclude all 1.5 million variations with just one negative keyword.
- When we hear the words “Google” and “performance” together, the first thing that comes to mind is undoubtedly Google’s flagship Performance Max campaigns. In 2024, Google introduced various updates to further enhance the performance of Performance Max campaigns. When this campaign type was first introduced, it offered limited analysis and reporting options. However, with the increasing power of AI over the years, we can now access broader analyses and reporting. Thanks to updates that allow analysis of multiple asset groups, it’s now possible to identify which assets drive more conversions and manage performance accordingly.
Additionally, detailed audience insights enable advertisers to identify and analyze the most valuable audiences for their goals. Performance Max campaigns also offer AI support for ad visuals and text, providing different text and visual options to help bring the ad strength to an “excellent” level.
In addition to the standout innovations mentioned above, Google has also introduced significant AI-powered solutions in other products like Display, YouTube, and Demand Gen in 2024. AI-powered smart campaigns, dynamic content creation, advanced targeting options, and new ad formats allow advertisers of all sizes to create more effective and personalized ads. While it’s exciting to see what innovations will enhance efficiency in 2025, it seems that the boundaries of digital advertising will continue to be redefined—or significantly expanded—as time goes on.