By Héctor Borrás, on 31 August 2023
At Google's annual event, Google Marketing Live (GML), it was clear that AI would be the most important topic. Artificial intelligence now permeates multiple aspects of our lives and may soon be an indispensable aid to facilitate the work of marketers.
Let's take a look at a summary of everything you need to know about Google Marketing Live, compiled by Search Engine Land.
Everything You Need to Know About Google Marketing Live 2023
Conversational AI for Campaign Creation
You can now create Google Ads campaigns using Google's AI-powered chat directly within the Google Ads interface. This new asset creation feature allows Google's AI to do some heavy lifting (or at least assist you in the process) through the chat. You will be able to edit AI-generated resources before they are published.
Google Search Generative Experience Integrates Search Ads and Shopping Ads
At Google I/O 2023, the Google Search Generative Experience was unveiled. In the demo, all ads were outside of conversational chat. That's about to change. Google is working to integrate ads into the search generative experience, which could open up new opportunities for marketers to reach potential customers. While this is still experimental, there are glimpses of what's to come regarding the eventual monetization of SGE.
Google Performance Max with Generative AI
Performance Max campaigns will use AI to automate many tasks involved in running a campaign. In addition, Google is adding new features to Performance Max that use generative AI to create text and image assets and target search queries.
Google Ads Will Create AI-Powered Assets That Target Search Queries
Thanks to Google's AI, automatically created assets will soon become more relevant. Instead of building pre-auction resources, with these new features, Google's AI can generate resources based on the user intent of an individual query.
Google Product Studio Offers AI-Generated Images to Advertisers
Google's new tool, Product Studio, uses AI to help marketers create high-quality product images. With Product Studio, you can easily edit, enhance, or focus product photos or create dynamic backgrounds.
Google Merchant Center Next
By 2024, Google Merchant Center Next will completely replace Google Merchant Center. The new version is designed to be more user-friendly and efficient. Merchant Center Next will use AI to help you create and manage your product feed and track your performance.
Broad Matching Brand Constraints and the Use of AI in Smart Bidding
Google is adding new features to its broad match brand constraints and Smart Bidding algorithms to improve the performance of your campaigns. These features will use AI to understand insights better, reach your target audience, and help you get better results.
Video Views and Demand Gen Campaigns
If you want to get more views on YouTube or take a new approach to demand generation, you're in luck! Google is adding two new types of campaigns:
- Video views campaigns will combine skippable in-stream, in-feed, and Shorts ads to get the most views possible for a video.
- Demand gen campaigns will be shown on YouTube Shorts, YouTube in-stream, YouTube in-feed, Discover, and Gmail to drive conversions. A new lookalike audience builder will also help advertisers extend their reach, which will allow the addition of percentage targeting: narrow (2.5% reach), balanced (5% reach), and broad (10% reach). Creatives will also be able to be tailored to specific lookalike audiences.
