If one thing is constant in paid media, it’s change—new platforms, campaign types, media formats, targeting, AI, and bidding, are continually being announced. The challenge is knowing what to pay attention to and what can be safely ignored.
Google Marketing Live recently took place and some of the announcements changed the game in terms of access and capabilities for small to mid-size tourism advertisers looking to maximize ad spend and revenue growth from Google ads.
Google is Testing Ads in AI Summaries
Google has begun testing ads within AI placements and we’ve already seen these kinds of formats appearing on Microsoft Ads. Performance MAX and shopping campaigns, as well as search, will be eligible to appear in AI overviews coming soon.
AI-based Creative Production
An upgrade to Performance MAX campaigns will allow AI-based creative production. This will empower advertisers with relatively few photo and video assets to multiply their options. You can iterate on existing photos, videos, and ad copy, with the help of AI to have brand-specific font, color, and imagery options available to scale your reach and results.
Demand Gen Campaigns
Google says that advertisers that added Demand Gen to their existing search or Performance MAX campaigns saw 14% more conversions, making them essential moving forward.
Performance MAX Campaigns with Store Goal Objectives
Finally, Performance MAX campaigns with store goal objectives allow clicks to bricks traffic, where you can show offers to people online that they can redeem at your location.
These are some of the major headlines that are relevant in tourism, but there’s a lot more coming.
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