Marketers’ Guide to Google’s Next Generation AI-Powered Ads

The Gist

  • Google is putting AI front and center. With enhancements to Google Ads, Performance Max, Product Studio and Search Generative Experience (SGE).
  • Google Ads now offers an AI-powered chat. A feature that simplifies the process of starting a new ad campaign by providing suggestions and ideas in a chat-like experience.
  • Google is bringing generative AI to Performance Max. Allowing users to create and scale custom assets easily and introducing new goals for customer acquisition and reengagement. 

For years artificial intelligence has been subtly pulling strings in the background of Google ads, serving as the secret sauce behind many successful campaigns. But like a stagehand stepping into the limelight, Google is thrusting its AI from the wings to center stage as the company unveiled a slew of generative AI innovations during its annual Google Marketing Live event, yesterday.

With a goal to “significantly transform” the landscape of digital marketing, company officials announced plans to “bring AI front and center” with enhancements to Google Ads, Performance Max, Product Studio and Search Generative Experience (SGE) in Search Labs.

Enhancements that, according to Google Ads VP Jerry Dischler, will “bring AI front and center, making it the best tool in your marketing toolkit.”

On the heels of Google I/O — the company’s annual developer conference that took place earlier this month — Google Marketing Live took place May 23 and is aimed at advertisers, marketers and businesses who use Google’s suite of marketing tools and features announcements about new advertising products and updates to existing services.

So, what’s the big news? Let’s take a look.

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Google Ads Unveils AI-Powered Chat Feature

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Budweiser looks to younger generation in Super Bowl ad

Jan 31 (Reuters) – Budweiser is aiming to appeal to younger beer drinkers with a Super Bowl commercial that features actor Kevin Bacon and hip hop record producer Metro Boomin, and brings back the beer brand’s classic tagline, “This Bud’s for you.”

The commercial, which will air during the National Football League’s championship game between the Philadelphia Eagles and Kansas City Chiefs on Feb. 12, comes as younger drinkers have embraced craft beers and hard seltzers, which have boomed in popularity in recent years.

The new ad shows six real everyday Americans, including a construction worker, a food truck owner and a basketball player enjoying a Bud as they unwind or pursue their passions. Each person takes a beer and passes the six-pack to the next until the final beer is handed to the viewer.

“They say all people are six degrees of separation away from each other, but some are just a six-pack away,” says Bacon, who narrates the commercial. It is a not so sly reference to the parlor game “Six Degrees of Kevin Bacon” – a takeoff on the play “Six Degrees of Separation” – in which every actor in Hollywood can supposedly be connected to Bacon through six or fewer movies.

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Budweiser resurrected the tagline “This Bud’s for you” by showcasing real people who embody qualities such as grit and determination, said Kristina Punwani, head of marketing for Budweiser USA.

“The tagline came out in 1979 and showed a Bud was a reward after a hard day’s work,” she said. “We realized the tagline was just as relevant today.”

Metro Boomin, who is from St. Louis, Missouri, where Budweiser parent company Anheuser-Busch (ABI.BR) is based, takes the fourth beer in the ad while in a music studio.

Budweiser will utilize

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