Google Marketing Live 2023 Recap

The future of
Google Ads
is undoubtedly shaped by artificial intelligence, and we take a closer look at the innovations that lie ahead.

At Google’s annual marketing event, Google Marketing Live, one topic in particular is in focus this year, of course. AI – artificial intelligence. The announcements made at Google Marketing Live 2023 leave no doubt that AI will play a prominent role in Google Ads in the future.

From the Google Ads interface, you can now directly create campaigns with Google AI-powered chat.

This new asset creation feature allows Google AI to do some of the work (at least in part) via chat.

As an advertising customer, you still retain control. You can edit AI-generated assets before they go live.

At the Google I/O the Google Search Generative Experience was
was unveiled
.

With the new generative AI features, Google Search should become even more efficient. With this technique, you can understand a topic faster, gain new perspectives and insights, and complete tasks more easily.

Let’s take a question like “What is better for a vacation with 2 children under 7 and a dog, South Tyrol or the North Sea?”. Normally, you would break this one question down into smaller questions, sift through the wealth of information available, and build a picture from there. With generative AI, search can take over some of this tedious work.

Below you’ll see an AI-powered snapshot of important information to consider, as well as links to help you explore a question more thoroughly.

The context is taken from question to question so you can continue searching and finding information naturally. You will also be shown helpful references to web content and a number of other perspectives that you can explore in more depth.

In the Google I/O demonstration, all ads were outside of the chat. That is now changing. Google is working to integrate ads directly into the Search Generative Experience.

Performance Max campaigns will offer an even more automated experience, with Google AI integrated into the campaign setup process.

It also offers image creation using generative AI to generate creative content for image- and video-heavy campaigns.

An expanded target and an entirely new target are designed to help PMax campaigns become even more targeted to your ideal customers.

With the new Google Product Studio tool, retailers can edit, enhance or sharpen product photos.

Product Studio lets you create dynamic backgrounds or remove unattractive old backgrounds – and even improve the sharpness of low-resolution images.

Instead of creating assets before the auction, with these new features Google AI will be able to generate assets based on user intent of a particular search query.

Google Merchant Center Next will replace the current Google Merchant Center by 2024: This simplified product feed platform is designed to make life easier for less experienced merchants by accessing website data in the feed creation process to simplify feed creation.

In addition to an improved user interface, Merchant Center Next also promises more relevant information in the performance tab.

In Google Ads, there are seven new features, including brand-related restrictions on Broad Match, as well as more AI again for Smart Bidding strategies.

Two new campaign types are added to Google Ads: Video Views and Demand Generation.

With video view campaigns, advertisers can combine skippable in-stream ads, in-feed ads, and shorts ads to maximize video views. Demand-gen campaigns, on the other hand, are served on platforms such as YouTube Shorts, YouTube In-Stream, YouTube In-Feed, Discover, and Gmail to drive conversions. A new lookalike segment builder is designed to help advertisers expand their reach.

One of the highlights was the improved integration of Google Ads and Google Analytics 4 (GA4), which we at UnitedAds are looking forward to using for our customers.

Linking your GA4 property to Google Ads increases the flow of data between the two platforms, which changes the way we do engagement. and interpret conversion data.

This integration enables analytics with access to new Google Ads dimensions in the user acquisition report, visibility of Google Ads campaigns in the advertising space, and the ability to import Analytics conversions into your Google Ads account. In addition, this improves Google Ads remarketing with more detailed Analytics audience data.

The key factor here is the use of machine learning to extend data collection in the face of increasing privacy regulations.

Machine learning, however, is not only essential for bridging data gaps, but also takes data interpretation to a new level. With ML, GA4 can provide advanced insights by detecting anomalies, generating predictions, and identifying trends, which in turn provides berser reports and automatic notifications of anomalies.