Augmented Reality (AR) and 3D Models in Google Ads
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Augmented Reality is the latest technology to be incorporated into advertising campaigns, including those run on Google Ads. It has the potential to attract significant consumer attention to your ads by enabling you to create immersive, interactive experiences that have never been seen before.
What is augmented reality (AR)?
Augmented reality is a technology that enables the overlay of digital content on the real world. AR employs a combination of sensors, cameras, and computer algorithms to detect the user’s environment and overlay digital elements in real time. This enables users to interact with virtual objects as if they were part of the physical environment.
Advantages of using AR in advertising
1. Interactivity: AR provides users with a unique opportunity to engage with advertisements in a way that is more effective than traditional methods. For example, customers can virtually try on makeup or clothing items before making a purchase.
2. Personalization: It is possible to create a personalized experience for each user, which increases the likelihood of conversion.
3. Memorability: Interactive and immersive experiences stay in users’ memories longer, which increases brand awareness.
Google Ads product ads do not currently offer augmented reality capabilities on a large scale, but they are still in the beta testing phase. Since October 2023, the company has introduced a new feature that enables customers to virtually try on hair color and access augmented reality beauty tools directly from their mobile browsers. Brands can also utilize new augmented reality advertisements to promote their products.
In 2020, Google unveiled an AR beauty tool designed to assist users in identifying the ideal color match. The tool enabled users to virtually try out makeup products right from the Google app on their selfies. The process of finding the perfect lipstick was made as simple as possible by allowing users to search for a specific shade and immediately test it in the collection.
After interacting with AR beauty on Google, customers were more likely to spend more time on the brand’s website and potentially take some action, such as researching a new product or making a purchase.
In order to make your products available for virtual makeup selection based on augmented reality, you need to meet a number of requirements:
- Start working with a data provider who will upload augmented reality objects.
- Have a Merchant Center account with product information.
- Have a Manufacturer Center account and register your brands in this service.
Google’s next objective is to integrate the feature extensively within advertisements. At this time, AR advertisements present an innovative approach for brands to promote lip and eye products, foundations, and other items. These ads feature a distinctive try-on experience, replacing the traditional product image.
In addition to AR, Google is actively testing 3D models that allow brands to provide users with more detailed and realistic product information, which has the potential to significantly increase engagement and conversion rates.
Retailers can use several tools to create 3D models in Google Ads:
1. Product Studio: This tool enables retailers to efficiently create 3D models of their products. Manufacturers can upload product images, and Product Studio will automatically generate a 3D model.
2. Partner services: Google has also partnered with various services such as CGTrader, Epigraph, Ocavu, and Vntana to help create high-quality 3D models. These services provide professional 3D modeling services for a range of products.
Once 3D models have been created, retailers can upload them to their Google Merchant Center account. This enables them to incorporate 3D models into product advertisements.
The Swirl Ads format is utilized to present 3D models. This format enables users to interact with 3D product models. Users have the ability to rotate the models, zoom in, and view product details from all angles. This format is particularly effective for showcasing intricate products such as electronics or furniture. Additionally, the model can be viewed in AR visualization, allowing users to see how the product will appear in their actual environment. This is an especially effective method for promoting and selling products such as furniture or home décor.
Advantages of using 3D models
1. User engagement: Interactive 3D models can significantly increase user engagement by allowing them to explore the product in detail.
2. Improving conversions: Visualizing products in 3D helps users better understand the product, which reduces uncertainty and facilitates purchase decisions.
3. Reducing the number of returns: With a more accurate view of the product, users are less likely to return products because they have a better understanding of what they are buying.
A notable example of 3D in action is IKEA Place, which enables customers to virtually place furniture items in their homes to gain a realistic understanding of how they would appear in their own environment. This helps to reduce uncertainty when making purchasing decisions.
Conclusion
The use of 3D models and augmented reality (AR) in Google ads opens up new possibilities for brands to create interactive and personalized ad campaigns.
These tools enable brands to significantly enhance user engagement and optimize conversion rates. From virtual makeup try-ons to visualizing furniture in users’ actual environments, AR helps brands create immersive advertising experiences.
With the new features in ARCore, the possibilities for the creation of interactive and effective advertising campaigns are greatly expanded.
