2 months ago
21 ARTICLE AD
In a crowded marketplace, attention is the ultimate prize. Businesses must stand out to build brand awareness, generate leads, and drive sales. JUSTICE OKAMGBA writes on using Google tools to achieve these goals
Many businesses run advertising (ads) to reach their target audience, build brand awareness, and drive sales. They utilise various channels, including social media platforms, search engines, email marketing, influencer marketing, print media, television, radio, and online display ads.
However, the advent of Artificial Intelligence is now changing the narrative in the digital marketing landscape. Google Ads recently introduced a suite of innovative AI-powered tools designed to enhance creativity and performance for businesses.
These cutting-edge tools provide marketers with advanced analytics for valuable insights, AI-powered image enhancement, automated asset generation, and streamlined workflow integration with creative platforms.
According to Statcounter, over 80 per cent of businesses worldwide utilise Google Ads for their pay-per-click campaigns, reflecting its dominance in the advertising space.
The data showed that more than 84 per cent of companies plan to continue using Google Ads in 2024, highlighting its importance for digital marketing strategies.
Google declared in a recent statement that by leveraging some of these tools (Google Ads), marketers can accelerate content creation, expand their professional networks, and drive results.
Building on the success of Performance Max, these new features empower businesses to stay ahead in the competitive digital landscape and create targeted, engaging, and effective campaigns, the technology firm enthused.
Advanced reporting
Google Ads introduced detailed conversion metrics within asset-level reporting for Performance Max campaigns, allowing users to see exactly which images, videos, and headlines are driving the most valuable actions from their audience.
Now, businesses can track where their video ads appear on YouTube, ensuring their brands are showcased in suitable environments.
The Communications and Public Relations Manager for Google West Africa, Taiwo Kola-Ogunlade, said, “If you spot something amiss, you have the power to exclude specific placements.
“This level of transparency puts you in control, allowing you to make data-driven decisions that optimise your campaigns for maximum impact.”
He explained that to access those reporting tools, navigate to the “Reports” section in your Google Ads account and select the relevant campaign.
Image editing
Image editing is crucial when running ads because it can make or break the effectiveness of any ad campaign.
A study by HubSpot found that ads with high-quality images have a 65 per cent higher conversion rate compared to those with low-quality images.
Another report by Facebook found that ads with high-quality images have a 50 per cent higher conversion rate and a 20 per cent lower cost per click compared to those with low-quality images.
Google Ads introduced AI-powered image editing tools, making it easier for users to edit images without outsourcing or learning complex software.
With these tools, businesses can remove unwanted objects, add new elements, expand backgrounds, and crop images to different aspect ratios with just a few clicks.
According to the search engine giant, this feature allows users to create a variety of eye-catching visuals tailored to different platforms and audiences without incurring additional costs or slowing down their workflow.
Kola-Ogunlade instructed users to try out the feature by going to the “Assets” section of their Google Ads account and selecting the image they want to edit.
Asset creation with Generative AI
Google Ads’ asset generation feature helps to keep up with the demand for fresh creative content. Now available in App and Display campaigns, this powerful tool leverages AI to generate high-quality images in a flash.
This works by simply providing a few prompts and letting the AI do the heavy lifting, saving you valuable time and resources.
“You will also gain access to enhanced asset reporting for app campaigns, so you can track the performance of your AI-generated images and fine-tune your strategy. To explore asset generation, go to the “Create” menu in Google Ads and select “Assets,” Google assured.
Simplify workflow
No more jumping through hoops to create and manage your assets. Google Ads has simplified the process, making it easier than ever to access essential tools.
You can now generate images, create videos, and upload assets directly from the “Create” menu, said Kola-Ogunlade.
He added, “This streamlined workflow saves you time and eliminates unnecessary clicks, allowing you to focus on what matters most—crafting compelling campaigns.”
Using keyword planner
By tapping into Google’s keyword research capabilities, businesses can gain valuable insights to inform their online marketing strategies.
The Google Ads Keyword Planner tool helps uncover the most relevant keywords and phrases for their offerings while also providing a snapshot of search volume and trends.
Moreover, combining this data with Google Trends analysis allows businesses to stay ahead of the curve, identifying emerging topics and adjusting their content to match the evolving interests and needs of their target audience.”
Seamless integrations
Collaboration is key to success, but it can be challenging when your creative team uses different platforms.
Google Ads revealed that it had partnered with leading creative platforms like Canva, Smartly, and Pencil to bridge the gap.
The typeface will now be joining the fold. This integration enables the seamless implementation of assets built with Typeface directly into Google Ads campaigns.
Now, teams can focus on their creative strengths, while marketers enjoy a smooth and efficient workflow.
Conclusion
As businesses strive towards success in their advertising campaigns, Google Ads reiterated its commitment to providing marketers with the tools they need to succeed in the digital age.
These new features, powered by AI and a focus on user experience, offer endless opportunities to elevate your campaigns, captivate your audience, and achieve your marketing goals.
