Google has introduced a range of AI-powered updates for Google Ads at DMEXCO, one of Europe’s premier digital marketing events. These updates are designed to enhance ad creation, reporting, and control, providing advertisers with advanced tools to optimize their campaigns.
One of the key updates includes the expansion of Google’s AI-driven ad creation tools to support additional languages. Initially launched in English in January, the “conversational experience for Search campaigns” simplifies the ad setup process by allowing users to input a landing page URL, after which Google’s AI generates business descriptions, target keywords, headlines, and images. This feature will soon be available in German, French, and Spanish.
Google is also extending its AI image editing tools to more campaign types. Previously limited to Performance Max ads, these tools will now be available for Search, Demand Gen, App, and Display campaigns, giving advertisers more flexibility. Furthermore, visual asset generation tools will support six additional languages—German, French, Spanish, Portuguese, Dutch, and Italian—and enable users to upload up to five reference images to generate custom product or promotional visuals.
Another major update includes the introduction of brand guidelines for Performance Max campaigns, allowing advertisers to exert more control over AI-generated assets. Google’s AI feedback tools are also receiving improvements, providing actionable recommendations to boost ad performance.
As Google explains: “Starting next month, new asset coverage reporting in Performance Max will help you pinpoint underperforming asset groups and offer specific suggestions to improve them, such as ‘add 2 long headlines’ or ‘add 3 square images.'”
Additional features include campaign-level negative keywords in Performance Max and omnichannel bidding for Demand Gen campaigns, all aimed at enhancing ad effectiveness through AI-driven advancements. While AI image generation is still in development, Google’s ability to use reference images is expected to improve accuracy and value for brands.
These updates highlight the growing influence of AI in digital advertising, offering new ways for businesses to optimize their campaigns and effectively target their audiences.
