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Today, Google announced the release of new generative AI features for Google Ads Demand Gen campaigns.
With only a few simple clicks and text instructions, advertisers will be able to produce high-quality image assets thanks to Google’s artificial intelligence-powered tools.
With the goal of improving visual storytelling, AI-powered creative features will assist marketers in creating new demand on all of Google’s platforms, including Gmail, YouTube, YouTube Shorts, and Discover.
In the statement, Google’s Vice President and General Manager of Social, Local, and Vertical Ads, Michael Levinson, said:
The generative picture tools are being made available to advertisers worldwide in English as of right now, with more languages to follow later in the year.
Text prompts from advertisers can help create unique, excellent visuals that are suited to their branding and marketing objectives.
A company that sells camping gear, for instance, would use a prompt like “vibrantly colored tents illuminated under the Aurora Borealis” to generate eye-catching images that appeal to consumers who might be considering camping vacations in Iceland.
Additionally, advertisers can create new images based on their current, high-performing assets by using the “generate more like this” function.
Google stressed in the release that it is committed to creating generative AI technology in an ethical manner, with standards for security, privacy, and justice in place.
The business claims:
Every created image will have distinguishable features including an open-standard markup and an imperceptible digital watermark that defies editing techniques like filters and screenshots.
Google published a “Creative Excellence Guide” with the following best practices for developing Demand Gen campaigns to go along with the new AI tools:
For Google Ads advertisers, generative AI offers a potentially useful new feature for Demand Gen campaigns.
Brands may test a wider range of visual concepts by using AI to expedite creative output.
This puts them in a better position to interact with viewers in Google’s premium ad environments, which include Gmail, YouTube, and Discover.
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Generative AI tools provide marketers with new creative opportunities and a level of visual sophistication that was previously costly in terms of time and resources.
More powerful advertising creative might result from the capacity to quickly iterate on visual concepts.
With fewer design resources, small enterprises and agencies with smaller teams can now produce a large number of varied and consistent picture assets.
Additionally, advertisers can build upon pre-existing content while preserving a unified look and feel by utilizing the “Generate more like this” option.
Nonetheless, brands must use this technology sensibly and wisely.
Advertisers utilizing AI-generated assets should exercise human oversight, creativity, and brand governance even with Google’s protective measures in place.
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