AI Driven Ads on Google, Including Brand Guidelines

Google Marketing Live 2024 was a couple of days ago, an event where Google update us all on their upcoming innovations, and this year, unsurprisingly, it’s all about AI. One of the updates that immediately got my attention was having more control with Performance Max ads, making them much more visually appealing (it’s about time!). Here are the upcoming changes we could be able to utilise later this year:

Brand colours and font - we will soon have the ability to add a primary and a secondary brand colour, along with a font, for ads. This will be welcome news for many brands, who have often been deterred from responsive display ads in the past due to how non-branded (and generally just ugly) they are. It’s unclear to me at the moment whether the font choices will be limited, but I presume they will be.

AI generated images - the option to upload images and request AI to create new images to match that style will soon be available. This won’t be relevant for most eCommerce brands who have a specific product. If there are specific images that have historically performed well, AI will generate similar images to test.

Image editing - this is an interesting feature where you can edit images directly within the platform. Editing such as removing objects, adding new objects, and extending backgrounds will all be available. I think in most cases this kind of editing will have been done prior to creating the ads, but the benefit of editing in the platform means the images will morph better in any size, orientation, and aspect ratio. Editing product images from the Google Merchant Centre feed will also be available - I won’t argue with anyone wanting to spruce up their product images. AI will also show your products in new contexts and scenes, but only for select product categories.

Third party integrations - integrations with Canva, Smartly, and Pencil Pro (with more to come) will allow you to upload creatives directly into Google Ads.

Industry specific assets - By the looks of things, you will be able to describe your industry and services and AI will do the rest and deliver high quality and relevant assets.

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