There is a strong focus on AI with many advanced targeting options and creative inputs, but we have to be patient a little longer, as these initiatives and beta tests will first roll out in the USA and other English-speaking countries before potentially arriving in Denmark in about a year.
While we patiently wait for all the features, in this article, we will highlight three features that are already available to advertisers in Denmark, which we think you should be aware of.
Google has made it easier for advertisers to customize their product images, as generative AI can now place your product in any relevant environment.
For example, if you want to sell office desks to companies, it would be relevant to have images for Google Shopping or display advertising where the desk is used in an office environment, rather than a simple product image on a white background.
With this new feature, advertisers can now have their Google Shopping ads appear in search results when a user uses Google Lens for image searches of a particular product. For instance, if a user sees a nice pair of shoes and takes a picture of them with Google Lens, the user would previously only see organic results of the same or similar models. Now, it’s possible to have ads appear in these results, allowing advertisers to buy better placements.
Advertising-wise, there will be specific creative and visual requirements for the ads, where generative AI and the used feed can play a significant role.
This feature will primarily target e-commerce customers and will only be available to Android users, who make up 42% of mobile users in Denmark.
Engadget
We’ve said it before, and we’ll say it again – 1st party data is the future!
With the proper use of 1st party data, we can gain insight into whether the user in question has purchased from us before, before showing an ad. In an increasingly competitive environment, a lot can be gained with consumers by creating tailored and relevant ads specifically for them, also known as personalized advertising.
We are already working with personalized advertising, but with Google’s latest initiatives, you can now show a lower product price to first-time users with Google Shopping ads. Likewise, you can adjust the price if the consumer is already your customer or even a member of your loyalty club.
By effectively using 1st party data, you can leverage your own data much more profitably and strengthen your competitiveness.
Example:
These were the three new features in Google Ads, presented at Google Marketing Live, which we at Ambition find most relevant for Danish and Scandinavian advertisers. The features focus on AI and 1st party data, which continue to be important buzzwords in our Google world, and the features are primarily aimed at e-commerce customers this time around.
We look forward to discussing how we can optimize your Google advertising and help shape your future digital strategy.
If you want to hear more, get in touch with Kiki Andersen
Head of Performance Marketing
ka@ambition.dk
+45 28 29 06 04
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