n new Google Ads features, including Brand restrictions and AI-based smart bidding.
Google Marketing Live announced a few tactical search features in addition to the AI-driven announcements. There will be more AI in search campaign elements, but advertisers are encouraged to look at other elements, such as better brand control for broad match, and better asset insight.
Brand restrictions in broad match. Google’s broad match has improved rapidly over the last few years, and the new brand restriction feature will help advertisers to feel more comfortable.
This feature, similar to Performance max announced last year will allow advertisers to maximize the use of broad match to reach the desired brand traffic.
This feature is applied to the campaign level, which makes testing easy.
Google AI for Smart Bidding Smart Bidding was always smart. Google says that it is becoming even smarter with the deeper integration of large-language models (LLMs).
Google says that this will help systems better understand the searcher’s intent by using LLMs.
The top search categories in RSAs. This new feature allows advertisers to view the top categories on the RSA-level. Google says this feature will provide advertisers with better ideas on how to optimize ads and a greater understanding of what drives performance.
Advertisers with a limited number of campaigns may find this useful as they can see ideas for segmentation to improve campaign design.
Campaign Prefils. You don’t know where to begin with a budget for your campaign? The new campaign prefills can give you suggestions for budgets, assets and past campaigns.
You can also expect Recommendations to be added to the setup flow if you’re a fan.
Ads Creative Studio now has new tools. Soon, you’ll be able preview and export Performance Max Assets directly into Google Ads according to the campaign specifications.
Ads Creative Studio will be updated with a new trend explorer to assist creative teams to find current search trends, and to get better ideas for creative.
New Asset Insights Advertisers are eager to learn more about which assets work best in order for them to create the most effective messaging for their campaigns. Advertisers will be able to better understand which creatives don’t resonate with certain audiences by gaining better asset insights. Also, advertisers will receive recommendations on which AI-generated assets and stock photography are likely to get the best results.
Search terms improved on the Insights Page. In the near future, you will be able find additional search term categories on the Insights Page. They will be able be sorted according to custom dates and historical insights will be available for download. These insights will also be available in the Google Ads API and on the web interface.
Why we care More data? Yes, please. Bidding and targeting should be improved. Many thanks. These improvements will guide the AI and help advertisers get better results. The addition of brand restrictions should be a huge win for advertisers who are wary about broad match. If LLMs make Smarter Bidding more intelligent, it would be good for all advertisers.
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