What is Google's Demand Gen? Gets enhanced visual storytelling tools with GenAI

Google Ads is introducing generative image tools for Demand Gen campaigns. These AI-powered tools allow advertisers to create high-quality image assets using text prompts and generate similar variations of existing high-performing images.

New AI-powered creative features are coming to Demand Gen campaigns to help take your visual storytelling to the next level. With generative image tools, you can now create a variety of compelling image assets in just a few steps.”

This is the latest addition to Demand Gen, a suite of tools introduced last year to help advertisers create and convert new demand with visual storytelling on YouTube, YouTube Shorts, Discover, and Gmail.

Generative image tools increase efficiency and customization by generating images from descriptions to meet specific business needs.

Advertisers have full control over which generated images are utilized in their campaigns, thus maintaining their autonomy. Google is ensuring that the images produced are novel, unique, and can be easily identified as AI-generated. 

Here are the additional tips provided by Google for successful Demand Gen campaigns:

• Provide Google AI with various assets in different formats (vertical, square, landscape) to maximize reach.
• Use high-quality visuals and prioritize assets that feel native to each ad format (e.g., vertical video for YouTube Shorts).
• Utilize product feeds to tailor ads based on customer interests and upload aspirational visuals to drive consideration.
• Continuously evaluate and optimize campaign performance through testing and data analysis.

Google will be sharing more product updates at Google Marketing Live 2024 on May 21st, 2024. Last year, Amazon also revealed something similar, but not really.