Google shared its latest Demand Gen ads update, which includes new ways for advertisers to transfer ad responses directly to a DM chat, as well as local activities listings for travel ads. It’s also rolling out expanded access to Google’s latest artificial intelligence-powered asset creation tools for demand gen ad creation.
First, Google is testing an option that will let customers start a conversation with a brand via a messaging app directly from demand gen ads on YouTube.
The option offers a DM link in-stream, which will prompt more direct promotion responses.
It could be a handy way to improve ad engagement, and move potential customers through the sales pipeline more quickly by adding a direct interaction option.
Google is also updating its demand gen ads for travel by offering an overview of local activities, events and real-time offers to entice response.
These live updates, powered by Google data, are designed to provide more reasons to make travel bookings, while also adding an extra promotional planning element.
Google said it’s also integrating new personalized hotel ads, which will display more relevant properties to the right audiences.
Finally, Google is giving demand gen advertisers more video options by making its multimodal video creation process in Asset Studio more widely available.
Google’s multimodal video creation studio uses AI tools to help advertisers create more engaging, effective ads, based on conversational prompts, image inputs, and an understanding of the broader brand ethos.
As shown in this image, advertisers can upload their brand guidelines documentation, as well as multiple images, and then ask Google’s system to integrate those into a video asset.
Streamlined video generation adds another element to Google’s demand gen promotions, and could be another way to drive response.
As explained by Google: “Advertisers can now go from storyboarding to creating horizontal and vertical assets in one workflow, enabling them to show up across all Demand Gen inventory.”
As a bonus, Google also added its latest Omni AI creation tools to Asset Studio this week, providing advanced AI creation capacity.
Asset Studio is available to all advertisers signed up to Google Ads.
