Google Ads introduces GenAI image tools for Demand Gen campaigns

Delhi: Google has rolled out generative image tools in Demand Gen to advertisers around the world in English with more languages to come later this year. 

Powered by Google AI, these tools create image assets in just a few steps using prompts. Additionally, a “generate more like this” feature allows advertisers to generate new images inspired by their existing high-performing assets.

Michael Levinson, Vice President and General Manager of Social, Local, and Vertical Ads at Google, stated in the announcement, “With generative image tools, advertisers can now test new creative concepts more efficiently — whether it’s experimenting with new types of images or simply building creatives from scratch.”

Advertisers will remain in full control to decide which suggested images will be added to their campaigns. 

Maintaining uniqueness and transparency

Google has also employed additional technical measures to ensure generative image tools in Google Ads produce novel and unique content. Google AI will never create two identical images. 

All images generated by Google Ads include mechanisms that allow them to be identified as generated, such as an open-standard markup that will surface on tools like Google Image Search, as well as a SynthID, which is an imperceptible, digital watermark that is resistant to manipulations of the image, such as screenshots, filters, and compression. 

According to Google, those who run both video and image ads with Demand Gen campaigns saw 6% more conversions per dollar than those running image-only ads.

To accompany the new AI tools, Google released a “Creative Excellence Guide” with the following best practices for building Demand Gen campaigns:

• Provide Google AI with the right assets — Follow the rule of three and include at least 3 images and videos in each aspect ratio (vertical, square and landscape) to maximise reach across all available inventory. Prioritise assets that feel native to each format. For example, when creating YouTube Shorts, prioritise vertical video that’s relatable, authentic and connects with your audience.
• Use high-quality, relevant visuals — Use high-quality, high-resolution videos and images to build brand trust and inspire customer action. Upload aspirational short text and images to Merchant Center feeds to drive deeper consideration. On average, advertisers see 33% more conversions at a similar cost per action (CPA) by adding product feeds to Demand Gen campaigns.
• Evaluate and optimise performance — Adopt a test-and-learn strategy to fine-tune creatives for unique audiences and goals. Review asset reports to make informed decisions about creative optimisation.