Using New Paid Media Features for Enhanced Shopping and Lead Generation

As businesses strive to connect with their audiences this fall, new tools from Google and LinkedIn are reshaping how marketers approach shopping and lead generation. From advanced AI in Google Shopping to targeted strategies on LinkedIn, there are exciting opportunities to boost engagement and conversions.

Google Shopping’s AI Innovations

In October 2024, Google unveiled updates to Google Shopping that use the power of artificial intelligence. These enhancements aim to make online shopping smoother for consumers while providing marketers with powerful tools. Key highlights include:

• Personalized Recommendations: Google’s AI now offers tailored product suggestions based on user behaviour. This means shoppers see products that truly interest them, increasing the chances of making a sale.
• Visual Search Enhancements: Users can upload images to find similar products, making it easier than ever to shop visually. This feature helps businesses showcase their offerings in a way that resonates with customers.
• Inventory Management Tools: New AI tools assist retailers in managing stock efficiently, predicting demand, and responding to market trends. This agility helps businesses stay competitive.

Google Ads: Page-Specific Assets in Performance Max

Google Ads has introduced an exciting feature called page-specific assets that empowers advertisers to take control of their campaign creatives. Here’s how it works:

• Tailored Asset Generation: Advertisers can now input a list of specific webpages. This prompts Google Ads to generate customized assets, including images and videos, that align closely with the content of those pages.
• Optimized for Context: The generated assets are automatically optimized to match the specified page content, ensuring that ad creatives resonate more effectively with users.
• Improved Relevance and Performance: By providing specific webpages, advertisers can enhance asset generation for Performance Max campaigns. This alignment leads to better-targeted ad content, improving both ad relevance and overall performance.

LinkedIn’s Boosting Lead Generation

For LinkedIn, the platform has introduced features designed to enhance lead generation. Here’s how businesses can leverage these updates:

• Content Strategy: Companies are encouraged to develop a compelling content strategy that speaks to their target audience. Sharing valuable insights and industry news helps establish credibility and trust.
• Engagement Metrics: LinkedIn now offers enhanced metrics to track how content performs. Understanding engagement levels allows marketers to refine their strategies for better results.
• Community Engagement: Building a community around a brand fosters deeper connections with potential leads. Encouraging discussions and interactions can significantly boost lead generation efforts.

Explore New Marketing Innovations with Foundery

Google’s AI-driven innovations in Shopping and Ads, and LinkedIn’s focus on community and content, provide marketers with invaluable resources to enhance their marketing approach. By leveraging these new tools, businesses can improve their visibility, engage with their audience, and drive sustainable growth.