Google unveils ai tools to help advertisers during the holiday season
Posted: Tue Dec 24, 2024 6:09 am
With just 4 months to go until the Christmas season (yes, time flies!), Google has released a series of innovative features to make it easier for advertisers to connect with consumers and increase sales.
Google's bet is on the combination of artificial intelligence (AI) and machine learning, providing companies with more data about consumer preferences and product performance.
According to the company:
“This year is unique. AI-powered technologies are revolutionizing facebook database organizations’ ability to act quickly, deeply understand customer needs and engage them in innovative ways throughout the journey to purchase.”
Summary
Increasing Omnichannel Shopper Engagement
Innovative Perspectives on Early Holiday Shopping
Highlighting Products
New AI Tools in Product Studio
Performance Max Elevates AI-Driven Strategy
Video and 3D Listings Increase Engagement
Preparing for the 2023 Holiday Season
Increasing Omnichannel Shopper Engagement
According to Google statistics, 61% of holiday consumers use five or more channels to make purchases in two days.
To reach these omnichannel customers, Google is innovating ad formats and introducing optimization tools.
For example, businesses can now use the “Pick Up Later” feature on local inventory ads, even without a feed set up.
The interactive search ads option has also been expanded to include instructions for in-store shoppers.
Google emphasizes that “it is essential to offer a consistent omnichannel experience both online and in-store.”
Innovative Perspectives on Early Holiday Shopping
With the right information, you can improve your marketing strategy to reach, engage, and convert buyers before a period of price competition.
Also read: What is Black Hat SEO?
Advertisers now have access to more detailed reporting on products, brands, and tags over time in the ads interface.
Additionally, the Performance tab in Google Merchant Center has been updated with competitive comparisons on top-selling products and price visibility.
Highlighting Products
With more purchasing options available, consumers are spending more time researching products.
So Google is improving promotions, delivery information, and visuals in product listings to make items stand out.
new google observations
Advertisers can now target offers to specific locations and categories, as well as emphasize information about same-day delivery and returns.
New AI Tools in Product Studio
Additionally, Google is introducing innovative tools to help retailers enhance product images and develop 3D visuals.
Product Studio will be accessible in Merchant Center Next, Google's updated interface for managing Shopping campaigns.
It will also be available on the Google app and YouTube on Shopify. Shopify merchants will be able to access Product Studio directly through their Shopify accounts.
Early adopters have the chance to try out Product Studio before its official launch.
Performance Max Elevates AI-Driven Strategy
Google is encouraging more advertisers to leverage its AI-powered Performance Max campaigns this holiday season.
The platform is now able to optimize for new, high lifetime value customers, helping businesses focus spend on valuable first-time customers.
Early adopters who migrated from standard Shopping campaigns to Performance Max saw an average 25% increase in conversion value, with similar returns on ad spend levels.
Read also: Balanced Scorecard: What it is, Advantages and How to Apply it
Video and 3D Listings Increase Engagement
Google is also expanding the availability of 3D visuals in search results, noting that consumers interact with 3D images nearly 50% more than static images.
Retailers can now submit 3D product assets through Google Merchant Center to offer more interactive free listings.
Additionally, the company is using product images to automatically create videos and YouTube Shorts at scale for campaigns.
According to Google, “Product images in your feed can improve the quality of your auto-generated videos and unlock new, high-performing inventory on YouTube, including Shorts.”
Preparing for the 2023 Holiday Season
Google has released a holiday checklist and best practices guide for retail advertisers across its suite of products.
Key areas of emphasis include:
Performance Max Campaigns
Shopping Center
Application Solutions
Now it’s up to advertisers and retailers to explore all the new tools to further improve their holiday sales performance.
Google's bet is on the combination of artificial intelligence (AI) and machine learning, providing companies with more data about consumer preferences and product performance.
According to the company:
“This year is unique. AI-powered technologies are revolutionizing facebook database organizations’ ability to act quickly, deeply understand customer needs and engage them in innovative ways throughout the journey to purchase.”
Summary
Increasing Omnichannel Shopper Engagement
Innovative Perspectives on Early Holiday Shopping
Highlighting Products
New AI Tools in Product Studio
Performance Max Elevates AI-Driven Strategy
Video and 3D Listings Increase Engagement
Preparing for the 2023 Holiday Season
Increasing Omnichannel Shopper Engagement
According to Google statistics, 61% of holiday consumers use five or more channels to make purchases in two days.
To reach these omnichannel customers, Google is innovating ad formats and introducing optimization tools.
For example, businesses can now use the “Pick Up Later” feature on local inventory ads, even without a feed set up.
The interactive search ads option has also been expanded to include instructions for in-store shoppers.
Google emphasizes that “it is essential to offer a consistent omnichannel experience both online and in-store.”
Innovative Perspectives on Early Holiday Shopping
With the right information, you can improve your marketing strategy to reach, engage, and convert buyers before a period of price competition.
Also read: What is Black Hat SEO?
Advertisers now have access to more detailed reporting on products, brands, and tags over time in the ads interface.
Additionally, the Performance tab in Google Merchant Center has been updated with competitive comparisons on top-selling products and price visibility.
Highlighting Products
With more purchasing options available, consumers are spending more time researching products.
So Google is improving promotions, delivery information, and visuals in product listings to make items stand out.
new google observations
Advertisers can now target offers to specific locations and categories, as well as emphasize information about same-day delivery and returns.
New AI Tools in Product Studio
Additionally, Google is introducing innovative tools to help retailers enhance product images and develop 3D visuals.
Product Studio will be accessible in Merchant Center Next, Google's updated interface for managing Shopping campaigns.
It will also be available on the Google app and YouTube on Shopify. Shopify merchants will be able to access Product Studio directly through their Shopify accounts.
Early adopters have the chance to try out Product Studio before its official launch.
Performance Max Elevates AI-Driven Strategy
Google is encouraging more advertisers to leverage its AI-powered Performance Max campaigns this holiday season.
The platform is now able to optimize for new, high lifetime value customers, helping businesses focus spend on valuable first-time customers.
Early adopters who migrated from standard Shopping campaigns to Performance Max saw an average 25% increase in conversion value, with similar returns on ad spend levels.
Read also: Balanced Scorecard: What it is, Advantages and How to Apply it
Video and 3D Listings Increase Engagement
Google is also expanding the availability of 3D visuals in search results, noting that consumers interact with 3D images nearly 50% more than static images.
Retailers can now submit 3D product assets through Google Merchant Center to offer more interactive free listings.
Additionally, the company is using product images to automatically create videos and YouTube Shorts at scale for campaigns.
According to Google, “Product images in your feed can improve the quality of your auto-generated videos and unlock new, high-performing inventory on YouTube, including Shorts.”
Preparing for the 2023 Holiday Season
Google has released a holiday checklist and best practices guide for retail advertisers across its suite of products.
Key areas of emphasis include:
Performance Max Campaigns
Shopping Center
Application Solutions
Now it’s up to advertisers and retailers to explore all the new tools to further improve their holiday sales performance.