HHere is a summary of all the news about advertising and marketing from Google’s annual event, including a lot of generative AI, new features, and insights.
Advertising and Marketing News and Insights
The core of this year’s Google Marketing Live (GML) event can be summed up with just two letters: AI. Soon, AI will be everywhere—in your Google Ads account, here, there, and everywhere. Below is a summary of everything you need to know from Google Marketing Live.
Google Ads Simplifies Campaign Creation with Conversational AI
Google Ads allows you to create campaigns using conversational AI. You can now build Google Ads campaigns using AI-powered chat directly within the Google Ads interface. This new asset creation feature allows Google AI to handle some of the heavy lifting (or at least get you started) via chat. Advertisers, don’t worry! You can still edit AI-generated assets before they go live.
Ad Integration into the Google Search Generative Experience
Google’s Search Generative Experience integrates Search and Shopping ads. We were introduced to the Google Search Generative Experience (SGE) during Google I/O two weeks ago. In the demo, all ads appeared outside the conversation chat. That’s changing now, as Google is working to integrate ads directly into the Search Generative Experience. This is still an experiment, but we can catch a glimpse of what’s to come for the eventual monetization of SGE.
Automated Campaign Experience with Generative AI
Google PMax introduces generative AI to create text assets and images. Google’s newest campaign type will soon offer an even more automated experience, with Google AI integrated into the campaign setup process. Moreover, generative AI is being used for image creation, generating creative content for these image- and video-heavy campaigns. An enhanced goal and an entirely new objective will also help guide PMax efforts toward your ideal customers.
Targeting Individual Queries in Google Ads
Google Ads will create AI-driven assets targeting search queries. Automatically generated assets will soon become more relevant thanks to Google AI. Instead of creating assets before the auction, this new feature allows Google AI to generate assets based on the intent of an individual search query.
Edit and Enhance Product Photos with Google’s Product Studio and AI
Google Product Studio brings AI-generated images to advertisers. With Google’s new Product Studio tool, merchants can edit, enhance, or sharpen product photos via Google AI. Product Studio allows you to create dynamic backgrounds or remove old, unattractive ones—and even sharpen low-resolution images.
Google: Merchant Center Next Replaces Merchant Center
Google Merchant Center Next will replace Google Merchant Center by 2024. This simplified product feed platform can use data from your website in the feed creation process, reducing the technical work for less experienced merchants. Additionally, an improved user interface and performance insights will enhance the platform experience.
New Google Ads Features
Seven new Google Ads features include brand restrictions in broad match and AI in Smart Bidding. Several tactical elements are coming to your Google Ads account, providing better insights, more tools to guide Google on brand restrictions, and, of course, AI and LLMs in Smart Bidding.
Google Ads Introduces Two New Campaign Types: Video Views and Demand Gen
If you’re looking for more YouTube views or want a fresh take on demand generation, you’re in luck, as two brand-new campaign types were announced.
Video View campaigns combine skippable in-stream ads, in-feed ads, and Shorts ads to drive as many views for a video as possible. Demand Generation campaigns will appear on YouTube Shorts, YouTube in-stream, YouTube in-feed, Discover, and Gmail to drive conversions. A new lookalike segment builder will also help advertisers expand their reach.
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