Designers’ review: Google Marketing Live 2024

During the latest Google Marketing Live (May 2024), Google announced several new features utilising AI tools to enhance asset generation within marketing accounts.

Our inhouse team of designers at In Digital reviewed these functionalities to provide you with a top line analysis of their pros and cons, alongside a score out of five. 

AI-powered image editing (2/5)

Google has introduced a new feature in Performance Max campaigns that allows users to create AI-generated imagery to support campaigns. Additionally, it offers functionality that allows users to edit existing imagery, including adding or removing elements from an image. 

We would likely have scored this feature higher if the editing tool was available, however, it appears to not yet be rolled out globally. 

This is a promising feature and could be handy for removing text, offers and other unwanted elements from shots.

Here are our thoughts on AI image generation:

Pros:

• Beneficial for marketers without access to extensive stock imagery
• Useful for creating imaginative landscapes and scenery
• Enables rapid testing of concepts in campaigns

Cons:

• Cannot include people, children, or faces*
• Limited to generating generic lifestyle and product images; cannot create branded visuals
• Images often appear artificial
• Restricts brand names and logos
• Accuracy and quality can be inconsistent*

A comedic example showcasing the potential inaccuracies and inconsistencies in AI-image generation occurred when a user entered the prompt “family enjoying TV.” Instead of delivering a cosy scene of a family snuggled up on a sofa, Google’s AI, constrained by restrictions on depicting people, children, and faces, amusingly generated an image of three pumpkins.

This picture of three pumpkins was generated via Google AI with the words ‘families enjoying high quality satellite TV from the comfort of their own home.’

Image: Darcy Burk 

Animated image ads for Demand Gen (3/5)

This feature allows users to serve animated image ads generated from product feed shots.

It’s a straightforward update but can be particularly beneficial for smaller businesses looking to produce video content without additional assets. Given that videos typically have higher click-through rates, this is a valuable tool to test if using static imagery.

Pros:

• Facilitates the creation of engaging video content from existing assets
• Can increase click-through rates compared to static ads

Cons:

• • Limited to product feed shots, which might not be suitable for all campaign types

Integrations with creative platforms (3/5)

Google’s new partnerships with Canva, Smartly, and Pencil Pro enable easy access to Google’s asset library and straightforward exporting directly into these platforms.

Pros:

• Saves time on exporting and uploading, especially for campaigns requiring multiple assets
• Allows visibility of previously tested Google Ads copy within your creative platform

Cons:

• Requires extra checks to prevent accidental posting of drafts or mistakes into live campaigns

Demand Gen video templates using imagery (4/5)

Though not officially announced as a new feature, we found this tool to be highly valuable when we were doing our own investigating.

It offers a large selection of pre-existing video templates where users can input their own assets and text or take advantage of the new AI generation tools.

Customisation options also allow users to edit colours, text styles, and font sizes to match their brand. Additionally, it’s possible to select music tracks and add voiceover narration, which is crucial as about 75% of people watch mobile videos with the sound off.

However, not all of the voices sound realistic so it’s definitely worth having a play around to find one that works for you!

 Pros:

• Simplifies video creation without needing to shoot new footage
• Pre-existing templates reduce the need for additional design programs
• Allows easy testing of various hooks and imagery

Cons:

• • May lack a bespoke feel due to reliance on existing templates
  • Limited to pre-loaded fonts and music options

Conclusion

Google’s latest creative features bring a mix of innovation and practical tools for marketers. 

Whilst some functionalities, like AI-powered image editing, still need refinement and broader availability, others, like demand gen video templates, offer immediate value. Integrations with popular creative platforms streamline workflows and make it easier to manage and deploy assets. 

As these features evolve, they promise to significantly enhance efficiency and creativity in digital marketing campaigns.

Stay updated with our blog for the latest insights and tips on leveraging these tools to boost your marketing efforts!