How Google is using YouTube and Search to help advertisers

How AI overviews in Google Search help advertisers

Google launched several AI-based features for advertisers at its Google Marketing Live (GML) event earlier this week. At this event, the tech giant announced that businesses will be able to create visually immersive shopping ads including Virtual Try-On and generated 3D ads. Apart from visually immersive ads, advertisers will also be able to connect with consumers on the company’s most visually immersive channels — YouTube , Discover and Gmail.According to the company, it launched Demand Gen campaigns last year which can help advertisers reach up to 3 billion users monthly. Google claims that these campaigns have helped advertisers drive demand and conversions. The tech giant is soon set to roll them out to even more advertisers on Display & Video 360 and Search Ads 360.Google claims that YouTube Shorts has over 2 billion logged-in users every month who engage in short-form videos. The company has also introduced new formats and features to help businesses engage with these viewers, including vertical ad formats, ad stickers to drive action and new animated image ads automatically created from images in advertisers’ accounts and Demand Gen product feeds.Google notes that Ads have always been an important part of consumers’ information journeys. At Google I/O, the company announced that AI Overviews in Search are rolling out to everyone in the US, with more countries coming soon.AI Overviews will appear in search results when they're particularly helpful beyond whatSearch currently offers. With AI Overviews, people are visiting a greater diversity of websites for help with more complex questions. Google also see that the links included in AI Overviews get more clicks than if the page had appeared as a traditional web listing for that query.The company also noted that people who use AI Overviews use Search more and are satisfied with their results. And when people click on links from AI Overviews, these clicks are of higher quality, where users are more likely to spend more time on the site, Google notes.Google claims while it's testing and evolving the Search experience, the company remains focused on sending valuable traffic to publishers and creators. In early testing, Google found out that people find the ads appearing above and below the AI-generated overview helpful.The company confirmed that soon it’ll start testing Search and Shopping ads in AI Overviews for users in the US. They will have the opportunity to appear within the AI Overview in a section labelled as “sponsored” when they’re relevant to both the query and the information in the AI Overview.There’s no action needed from advertisers: Ads from existing Search, Performance Max, and Standard Shopping campaigns have the opportunity to appear within the AI Overview. In the coming days, the company will continue to test and learn new formats, getting feedback from advertisers and the industry.Apart from this, Google is also making Google Ads Data Manager available to everyone. This tool will allow advertisers to bring sources of first-party data together in one place to use, analyse and activate. This task once could have taken weeks or months.