Use Google Ads and AI efficiently for your campaigns

At DMEXCO, Google Ads introduced a range of new AI features that help advertisers manage their campaigns more precisely and achieve better results. The new control options aim to give you more flexibility and power to adapt your campaigns to the specific requirements of your brand while increasing efficiency. Find out here which new features are particularly relevant for you and how you can use them optimally.

Improved search campaigns thanks to AI-powered translations

Google has expanded the conversation mode in Google Ads so that you can now create campaigns in German, French and Spanish. This feature allows you to generate dynamic ad texts in different languages ​​without having to do each translation manually. Small businesses in particular benefit from this technology, as they are 63 percent more likely to publish campaigns with a “good” or “very good” rating when using conversation mode. Brendon KrahamVP of Search and Commerce, sums it up like this:

The results speak for themselves: Smaller companies that use conversation mode in Google Ads are 63 percent more likely to publish search campaigns with a rating of ‘Good’ or ‘Very Good’. In the coming months, this technology will also be expanded to German, French and Spanish.

In this video, Google shows how the holiday home marketplace HomeToGo uses conversation mode for search campaigns to generate optimized headlines and descriptions. The Google Ads user interface is presented, in which the automatically generated ad content is directly visible.

Performance Max: Higher ROAS and creative freedom

Google’s Performance Max campaigns have also been enhanced with new features. This AI-powered campaign dynamically optimizes your advertising budget to maximize conversions across different channels. According to a study conducted by TransUnion, advertisers using Performance Max achieved a 19 percent higher ROAS compared to other AI-powered campaigns. Kraham explains:

In marketing mix models conducted by TransUnion for retail and consumer electronics advertisers in the U.S., Google Performance Max campaigns delivered 19 percent higher ROAS than AI-powered campaigns on the largest social media platform by share of spend in 2023.

Additionally, Performance Max now offers even more creative control. You can upload up to five reference images and the AI ​​will generate brand-compliant images from them. In addition, the branding guidelines have been expanded so that you can specify elements such as colors, fonts and logos for a consistent brand presentation across all ad formats.

New insights for better campaign optimization

In addition to the creative features, Google now offers more detailed insights into the performance of your campaigns. With the new Asset Coverage Reporting, you can identify weak points in your campaigns and receive specific recommendations on how to improve your ads, such as adding long headlines or new image assets.

Another benefit is the improved transparency of campaign performance. With the so-called Target Pacing Insights, you can easily track the progress of your campaigns against your CPA and ROAS goals. If your campaign is not performing as expected, the integration of explanations shows you why this is happening – be it an adjustment to the bidding strategies or budget constraints that are affecting the results.

Further optimization options at a glance

In addition to the features mentioned above, Google Ads offers new ways to optimize campaigns. One of the most important innovations is the introduction of negative keywords at the campaign level, which helps you avoid unwanted searches. This feature will be available in Performance Max by the end of the year and gives you more control over where your ads appear. You can find out more about the latest developments directly at Google.

Google’s Performance Max campaigns get AI features