Google Ads is introducing automated promotion assets at the account level. The system automatically detects offers on the website, such as discounts or special promotions, and adds them to ads in Search and Performance Max campaigns.
What does this mean for you?
It reduces manual work and enables faster rollout of promotions in large accounts where offers change frequently. At the same time, you give up some control over what is communicated and where, so ongoing monitoring and evaluation of the impact on performance and margins will be necessary.
Google Ads is expanding the availability of lookalike segments to video campaigns. Until now, they were mainly available in Demand Gen. Advertisers can now use their own data lists as a source for reaching new users with similar characteristics.
Google recommends that the source list contain at least 1,000 active users and, where possible, be based on data that takes user value into account, which can improve match quality.
What does this mean for you?
It creates more opportunities to scale video campaigns using first-party data, without having to rely solely on broad targeting. You can reach new audiences more precisely by targeting users who are similar to your existing customers. At the same time, effectiveness will depend on the quality and volume of the input data, so organizing first-party segments and assessing their actual business value becomes crucial.
Google is changing the way ads are displayed in AI Mode. For the first time, product ad carousels are being shown directly within the generated response, rather than only as a separate module. In addition, ads may also appear at the bottom of the response, which means they can be displayed in more than one location at the same time.
What does this mean for you?
It significantly increases ad visibility within AI-generated responses, placing ads closer to the user’s actual intent. At the same time, competition for attention within a single response is increasing, so aligning the product feed, product data quality, and messaging with user queries will be key.
