Google’s annual event was very impressive! With the latest marketing news and insights, Google has announced exciting new features which includes a lot of generative AI.
Here is a recap summary from Google Marketing Live 2023 that businesses should know about if you want to take your marketing to the next level!
1. Google Performance Max adds generative AI for text assets and images:
Think about every minute you can save by generating images as you set up campaigns directly within the web interface!
How will it work? Google will ask you some questions such as:
- Where will people go when they click your ad?
- What products or services are you advertising?
- What makes your products or services unique?
- What is your brand personality?
By learning about your brand in bite sizes, PMax will then start to generate assets and images! All you need to do is click on “Generate Images” and you will see a handful of images generated by AI that you can choose from.
It also saves a bit of money too…
2. Merchant Center replaced by Merchant Center Next:
Merchant Center Next is essentially a simplified version of Merchant Center. Users will now have the option to automate many of the processes that may be time consuming such as setting up a product feed along with all required products, pricing, imagery, descriptions and more.
This new change will be beneficial for people who struggle with technical aspects of Merchant Center while also providing in-depth insights and data for those who want it.
Although this update is planned to rollout in 2024, it is still worth knowing what is yet to come.
3. Google ads: 2 new campaign types!
Google Ads is introducing two new types of campaigns that will be beneficial for very specific needs: video views and demand generation.
Video view: The main purpose of video view campaigns is to strictly maximise the number of views of a video. It would be packaged in a variety of formats such as in-stream ads, in-feed ads and Shorts ads.
Demand Generation: Demand Generation aims to engage and drive actions with the consumers with the help of AI.
With these new campaign types, you can then have a stronger and robust reach with the video assets that you have.
4. Integration of Google ads into Google Search Generative Experience:
Google is planning to integrate Search and Shopping ads within the generative AI. In its snapshot and conversational mode, products will be recommended and displayed, some which are sponsored and some that are not.
What does it look like?
This is great news for advertisers who want to gain more traffic and reach! This implementation will be helpful in streamlining sales, but for those seeking organic traffic, it may not be ideal…
This is definitely a space that all marketers should keep their eyes on to see how ads will be natively integrated into Google’s new Search Generative Experience.
5. Google Ads will create AI-powered assets that target search queries:
This new addition of generative AI offers a new twist for all advertisers!
Previously, Google AI would automatically create assets from eligible sources only strictly based on predictive performance and relevance. Now, Google AI will process the context of a question to adapt search ads towards the user’s intent.
For example, Google can generate a targeted headline based off your landing page and ads:
In doing so, businesses may have to give up control to Google, which can be detrimental to a business that has strong and stringent brand regulations.
6. Google’s Product Studios:
Creating a creative image can be time consuming, especially when you have so many other things on your plate to fulfill.
But what if we told you that you can now upload a product photo and with a few text prompts, Google’s generative AI can do the rest!
The amazing part is that it has the ability to increase resolution from low resolution images, remove background of the product and create custom product scenes!
Just beware that although these AI-generated images won’t have a tag or watermark, its data will live within Google’s image metadata.
This year’s Google Marketing Live shows a very promising AI assisted workflow that is not forced. By showing that AI will be used for the purpose of helping with the heavy lifting of time-consuming tasks, it shows that AI will not replace all of the work. These new updates and innovations can be a great tool to run more targeted campaigns quickly and efficiently!