Google Rolls Out New Shopping Features To Boost Conversions
Google has announced the rollout of new shopping features aimed at helping brands connect with consumers efficiently during the festive period. Key enhancements include the introduction of a new deals hub, innovative pricing tools, and the release of the Holiday 100 list which compiles trending gift ideas based on search data.
The deals hub offers a central location for shoppers to find discounts across a variety of websites, while the introduction of a dedicated deals page within Google search results aggregates promotions from numerous brands and retailers. To further assist with savings, new Chrome capabilities enable users to quickly identify available coupon codes and recently viewed products, as well as to manage deal displays through the Merchant Center.
Moreover, Google’s Holiday 100 list provides curated gift suggestions across various categories, leveraging insights from popular searches throughout the year. To address common shopper concerns about missing out on lower prices, Google has also integrated price insights and history graphs directly into the Chrome browser.
These improvements not only aim to simplify the deal-hunting process for consumers but also present a strategic opportunity for marketers to boost conversions and enhance ROI during a peak shopping season, where searches for deals increase fourfold. [1]
Google Performance Max Adds New AI Features
Google is set to enhance Performance Max (PMax) by introducing new artificial intelligence capabilities for U.S. advertisers by year-end. These features will enable the generation of text and image assets for campaigns quickly using simple prompts, considering performance data to optimise ad performance across Google's channels and formats.
The key aspects of this update are:
- Text and Image Generation: Marketers can leverage AI to craft new headlines, descriptions, and images, providing an opportunity to test fresh creatives alongside existing ones. This includes the ability to modify and experiment with images through AI-powered editing tools.
- Control for Advertisers: Advertisers maintain control over the creative process, using AI for enhancing generated and existing assets. For instance, updating images to suit seasonal themes becomes simpler.
- Upcoming Features: In early 2024, all Google Ads accounts will have access to image editing tools within the Google Ads asset library. Additionally, shareable previews for all assets, including AI-generated ones, will facilitate a smoother creative review process, making sharing and collaboration easier.
- Safety and Transparency: Google will clearly label all AI-generated images and embed a SynthID watermark, along with standard metadata. There are safeguards in place to prevent misuse and ensure generated content adheres to Google’s Ads policies before going live.
Google emphasises that these AI capabilities aim to empower marketers to create new ads on a greater scale, while always giving them control over the creative process. Google AI will also ensure that each generated image is unique to the respective business or client. This development offers an exciting prospect for marketers to innovate quickly and efficiently, ensuring ads are both effective and in line with Google's standards. [2]
TikTok Partners With Rockerbox
TikTok has joined forces with Rockerbox, a leading attribution platform, to address challenges brands face in gauging the impact of video views on sales and revenue, particularly for e-commerce advertisers reliant on click-based metrics. The collaboration offers Rockerbox clients detailed insights into how TikTok affects the consumer purchasing journey, allowing for refined marketing strategies and better ad spending outcomes.The integration has seen brands like TULA achieve a significant increase in return on ad spend (ROAS), moving from optimizing campaigns 'blindly' to making informed, data-driven media decisions.
This partnership not only provides complete visibility of TikTok campaign performance through click and view data analysis but also compares TikTok's effectiveness against other platforms. Furthermore, the partnership aims to democratise access to advanced measurement tools for direct-to-consumer brands of all sizes.
Rockerbox's flexible measurement methodologies cater to diverse marketing goals, and the integration with
TikTok's Attribution Analytics empowers brands to refine their attribution strategies for efficient growth. Currently available to US advertisers, Rockerbox's solution promises exclusive strategies and thought leadership to its clients, positioning them to fully leverage TikTok's potential in driving business success. [3]
Elon Musk Launches New ‘Grok’ AI Chatbot
Elon Musk's company has introduced a new AI chatbot named Grok, currently in limited testing and soon to be available to X Premium+ subscribers. The chatbot aims to distinguish itself by providing less censored content on sensitive topics, addressing Musk's criticism of competing AI chatbots like ChatGPT. Musk's intention is for Grok to offer a "truthful" perspective, especially on real-time news, using data sourced from X. X's updated user agreement allows it to utilise user posts to train its AI models.
The advantage of having access to X's extensive data may be offset by the platform's diminishing role as a key news discussion platform, with many users and journalists migrating elsewhere and a majority of users remaining passive consumers of content. With X’s active user base primarily contributing around 100 million posts per day, Grok's informational input can be further narrowed down when factoring in sports-related content, which constitutes a large portion of posts.
Moreover, the content is likely to be skewed towards the views of Elon Musk and X's Premium users, many of whom profit from their posts and may have biased viewpoints on contentious topics. Although Community Notes was introduced to fact-check posts, the system has faced manipulation, rendering it ineffective for many disputed claims. Musk indicates that while Grok will have a humorous and sarcastic tone, mirroring X posts, concerns remain about the potential spread of misinformation. Despite this, Musk is optimistic about Grok’s role in conveying unfiltered news and undermining mainstream narratives. [4]
[1] Google
[3] TikTok
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