Google Ads has introduced a suite of new creative tools that leverage AI to enable advertisers to produce engaging lifestyle imagery and boost their campaign performance. These new features are designed to improve audience engagement across a range of platforms, including Performance Max, Demand Gen, Display, and Apps campaigns.
Advertisers can now use simple text prompts to create lifestyle images featuring adults directly within Google Ads, eliminating the need for traditional photoshoots and allowing for more targeted and customised visuals.
Additionally, Google Ads will provide insights into visual themes and elements that resonate with specific audience segments, enabling advertisers to create more effective visual storytelling. These capabilities are powered by
Google’s advanced Imagen 3 model, which allows for the creation of diverse and engaging images.
“As an advertiser, your creative is often the first impression potential customers have of your brand. You need to make sure your assets are as visually engaging and varied as possible, so they resonate with the different needs of your audience and help you achieve your business goals,” said group product manager at Google Pallavi Naresh.
“With these new creative capabilities in Google Ads, you can craft more compelling and effective campaigns, ultimately driving better results for your business.”
Advertisers can now create custom lifestyle images by entering prompts. These prompts can be as simple as “person cooking” or more specific, like “middle aged man chopping carrots.” This feature gives brands the flexibility to create images that are tailored to their specific marketing goals and target audience.
Google has also implemented SynthID, a technology that embeds a digital watermark into AIgenerated images to promote transparency and identify their origin. The development of these images adheres to Google’s stringent product design principles and advertising policies, informed by extensive user research and robust protocols, ensuring that generated content meets high-quality expectations.
Safeguards are in place to prevent the generation of images containing brand-named products, prominent figures, minors, or sensitive content.
These new tools offer advertisers greater control over their creative processes, enabling rapid production of diverse assets without compromising quality. By streamlining the creative workflow, brands can respond swiftly to market trends and audience insights, optimizing their advertising strategies effectively.
The ability to test creative assets and measure the impact of diverse creative elements, including AI generated images, within Performance Max campaigns, represents a significant advancement for retailers, allowing for data-driven optimisation and ensuring that each visual component contributes to campaign success.
