How the latest Search update impacts advertising

Hear from Google’s VP of search and commerce                                                     ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ [ Image ] AI IN SEARCH | OCTOBER 2024 What AI means for advertisers [Geometric shapes — including a large rectangle and points along a line graph — frame a headshot of Google’s Brendon Kraham, who is clad in a black dress shirt.](/MTcyLUdPUC04MTEAAAGV8k4xLZpCPwsS1G4aE69laLyULFcV8i2zqqoPEIsqll41yALE6KyBRyuFar8k-CWnMKp9cgE=) [ Geometric shapes — including a large rectangle and points along a line graph — frame a headshot of Google’s Brendon Kraham, who is clad in a black dress shirt. ] [[ This week, Google introduced new ways to ask questions on Google and Lens, and it announced the expansion of ads in Lens and AI Overviews. The Think with Google editorial team sat down with Brendon Kraham, VP of search and commerce for Global Ads Solutions, to ask him some of the top questions we’re hearing from advertisers about the future of Google Search. Google just announced some new Search innovations. Can you tell us about them? AI is expanding what Search can do. Search is no longer limited to text in a Search bar. You can search with your camera, your voice, or just circle what you see on your screen. For advertisers, this is great news. It means more opportunities to get in front of their customers. It gives us better signals of intent to connect people with relevant ads. And most importantly, it gets consumers from discovery to decision even faster. [Read the full interview](/MTcyLUdPUC04MTEAAAGV8k4xLZpCPwsS1G4aE69laLyULFcV8i2zqqoPEIsqll41yALE6KyBRyuFar8k-CWnMKp9cgE=) Monks achieves the ‘dream campaign’ with AI AI is helping creative agencies produce the kinds of campaigns once thought impossible. To put a spotlight on the teams behind the work, Think with Google is launching a series all about them. As part of the Google AI Lighthouse program, agencies are asked to make a “previously impossible” idea for an ad possible with the help of Google AI tools. Monks, a digital-first marketing and technology services provider, achieved this when its client, the sleep wellness company Hatch, needed help positioning its flagship product. The team applied Google AI to: - Uncover insights. The team had [Gemini](=/MTcyLUdPUC04MTEAAAGV8k4xLZpCPwsS1G4aE69laLyULFcV8i2zqqoPEIsqll41yALE6KyBRyuFar8k-CWnMKp9cgE=) distill a large volume of research into three marketing personas. Next, they had the AI role-play each persona so the team could ask about their likes, hobbies, sleep habits, and aesthetic tastes. - Tailor creative. “A good night’s sleep unlocks possibilities.” The team prompted Gemini to interpret that core message for each persona, then used [ImageFX](=/MTcyLUdPUC04MTEAAAGV8k4xLZpCPwsS1G4aE69laLyULFcV8i2zqqoPEIsqll41yALE6KyBRyuFar8k-CWnMKp9cgE=) to create assets based on each version. - Deliver personalization at scale. The team used [Performance Max]() to bring the campaign to market across Google properties, letting the tool determine the best ad variant to show each user. “You’re just scratching the surface if you’re only thinking about efficiency gains when it comes to how you’re harnessing AI,” said Brittany Blanchard, Monks' EVP of digital media — though they had those too. [See how they did it](=/MTcyLUdPUC04MTEAAAGV8k4xLZpCPwsS1G4aE69laLyULFcV8i2zqqoPEIsqll41yALE6KyBRyuFar8k-CWnMKp9cgE=) How Google uses AI Marketers at Google are putting AI to work using their company’s own products. In his guide for marketers who want to build similar AI tools, Google Media Lab’s senior director, Michael Bailey, explores early experiments across three areas: measurement, creative, and media. - Measurement: Bailey’s team built an internal prototype using the Google Cloud Platform suite that helped surface real-time creative insights for future decision-making. The prototype cataloged campaign elements ranging from logos to scenery to reuse across ads in order to recommend them across campaigns. - Creative: Google teams are experimenting with internal prototypes powered by Gemini models to identify trends and generate campaign ideas. These tools surface trends from several sources in real time to visualize spikes and dips in public conversations. - Media: Bailey’s team wondered if predictive AI could be used to connect with new audiences. Their internal prototype uses first-party data to discover users likely to perform a particular action and find similar users across Google properties. Check out the full article to see how well the prototypes performed and learn how your team can embed similar solutions. [See what it takes](=/MTcyLUdPUC04MTEAAAGV8k4xLZpCPwsS1G4aE69laLyULFcV8i2zqqoPEIsqll41yALE6KyBRyuFar8k-CWnMKp9cgE=) What’s on our radar [Advertising Week New York 2024. A green bullhorn appears over ads running on different devices.] [ Advertising Week New York 2024. A green bullhorn appears over ads running on different devices. ] Get ready for Advertising Week New York. From an inside look at how creative agencies are using AI to a showcase of award-winning campaigns, next week’s AWNY special edition of our newsletter is worth keeping an eye out for. Even (or especially) if you’re not in New York. [A cursor arrow clicks on a heart that partially covers a shopping bag.](=/MTcyLUdPUC04MTEAAAGV8k4xLZpCPwsS1G4aE69laLyULFcV8i2zqqoPEIsqll41yALE6KyBRyuFar8k-CWnMKp9cgE=) [ A cursor arrow clicks on a heart that partially covers a shopping bag. ] [[ Just a retailer showing an ad to a shopper asking them to love it. Walmart SVP and CMO William White joins Google’s Joshua Spanier to talk about how he empowers his team to stay nimble by using customer insights as a competitive advantage, and how the brand cuts through during the holidays, the busiest time of the year. [Listen now](/MTcyLUdPUC04MTEAAAGV8k4xLZpCPwsS1G4aE69laLyULFcV8i2zqqoPEIsqll41yALE6KyBRyuFar8k-CWnMKp9cgE=) [In a gold-shaded circle, a finger taps a shopping cart.](/MTcyLUdPUC04MTEAAAGV8k4xLZpCPwsS1G4aE69laLyULFcV8i2zqqoPEIsqll41yALE6KyBRyuFar8k-CWnMKp9cgE=) [ In a gold-shaded circle, a finger taps a shopping cart. ] [[ The Joy of Shopping. Google teamed up with Wired Consulting to better understand how AI can address key pain points in the customer journey. We interviewed 10 world-leading experts whose insights revealed how AI could lead us to more joyful, more confident, less regretful purchases — and why this matters for marketers. [Read the highlights](=/MTcyLUdPUC04MTEAAAGV8k4xLZpCPwsS1G4aE69laLyULFcV8i2zqqoPEIsqll41yALE6KyBRyuFar8k-CWnMKp9cgE=) [A T-shirt is featured in a browser window under a blue zigzagging arrow indicating increasing sales after applying AI tools to track trends.]() [ A T-shirt is featured in a browser window under a blue zigzagging arrow indicating increasing sales after applying AI tools to track trends. ] [[ Time for an AI makeover. Rodney Lam, CEO and co-owner of Dutch fashion brand Daily Paper, works in an industry ruled by trends. Applying AI to keep up with those trends turned out to be a smart move, but it was no replacement for human creativity and diverse perspectives. “A lot of people like to cook, but nobody likes to do the dishes. Let’s find the things we can do to allow you to cook. But let’s use AI for the dishes.” [Get the full story]() “Breaking down silos is now existential — it’s essential to success.” Marie Gulin-Merle, Global VP of Ads Marketing, Google [Source](): Wired Consulting, 2024. Brush up on the basics Our handy guide for driving and measuring results in the AI era [Arrow cta link](=/MTcyLUdPUC04MTEAAAGV8k4xLZpCPwsS1G4aE69laLyULFcV8i2zqqoPEIsqll41yALE6KyBRyuFar8k-CWnMKp9cgE=) [ Arrow cta link ] [[ Google PAIR essays break down big ideas in machine learning [Arrow cta link](/MTcyLUdPUC04MTEAAAGV8k4xLZpCPwsS1G4aE69laLyULFcV8i2zqqoPEIsqll41yALE6KyBRyuFar8k-CWnMKp9cgE=) [ Arrow cta link ] [[ Tom’s Guide praises NotebookLM as a game-changer for students [Arrow cta link](/MTcyLUdPUC04MTEAAAGV8k4xLZpCPwsS1G4aE69laLyULFcV8i2zqqoPEIsqll41yALE6KyBRyuFar8k-CWnMKp9cgE=) [ Arrow cta link ] [[ Received this email from a friend? 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