le Marketing Live: The 11 Most Important Updates //

Google Marketing Live was all about AI. The majority of Google updates and announcements focused on how AI-powered products can help businesses achieve better results, engage with customers, and send the right message to the right person at the right moment.

Google’s presentation was broken down into three C’s – Customer Connection, Creative, and Confidence, with examples on how its new features and tools (backed by AI), can help businesses at each of these critical points.

It feels almost like we were there…

Want to know what is coming or what has already arrived as you promote your business using Google? We’re happy to share a quick overview of some of the key updates and announcements made at Google Marketing Live in 2023.

1. Google Ads Conversational Experience

Google will now be able to guide advertisers through the process of setting up a campaign. Google will generate assets, such as headlines, descriptions and more, based on the information you provide. Google said that the more information you give, the better your ads will be.

The feature will be tested in July.

2. Automated creation of assets using generative AI

Google’s AI will generate headlines and ads that are more aligned with your query, without compromising the service you offer.

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3. Product Studio

Google revealed that listings with multiple product images generate 76% more impressions than those with just one image. They’re now making it easier for you to create and upload product content straight from the shopping feed.

Product Studio allows ecommerce companies to edit and enhance images with AI. You can remove background, enlarge image and describe how you want it to look. Google will then return four options for you to select from that are aligned with your description. The image can be added to Merchant Center or placed in an online shop. It will then automatically save across all of your Google properties.

Google says that this will allow users to easily update assets according to holidays or seasons. The feature will be available in the second half of this year.

4. Google Search Generative Experience

Google I/O covered this topic in greater detail, but they did give a walkthrough and overview of their new Search Generative Experience. They also discussed where the ads would appear and future capabilities. Here, we dived into SGE.

5. Video campaigns

Video view campaigns aim to optimize results on YouTube based on cost-per-view. Video view campaigns combine different ad formats, including in-stream ads that can be skipped, in-feed advertisements, and Youtube Shorts. Google revealed that the early tests of this campaign format led to 40% more views compared to single-format videos. Next month, the beta testing for Video View campaigns will begin.

6. Demand Gen campaigns

Demand Gen campaigns were announced as a new campaign type for social marketers who want to reach their customers through their visually-focused channels like YouTube, Discover and Gmail. This new AI campaign type was designed to “engage consumers and drive action with immersive and visually appealing features.”

You can measure brand lift and conversions by using Demand Gen campaigns.

7. Broad Match Brand Controls

This update allows you to increase the reach of broad matching, while also ensuring that all relevant brand traffic is matched for your business. This feature is available as a beta.

8. Performance Max new high-value customer acquisition

This update focuses on acquiring new customers with a high lifetime-value or who have not engaged recently with your brand. Google can bid higher for customers that match these segments using AI.

9. Google Merchant Center Next

Google will replace Merchant Center in 2024 with Google Merchant Center Next. Google Merchant Center Next is a simplified version of Merchant Center that allows retailers to connect their product information directly from their website and control how their products are displayed on Google.

Retailers can also find out about the top-selling Google products, price benchmarks and competitive information.

Merchant Center Next will soon be available to more retailers.

10. Google Analytics 4 audience builder

Google Analytics 4 (GA4) Audience Builder will allow advertisers build new audiences directly in their Google Ads accounts. Google claims that predictive audiences will help reach more likely buyers.

The feature will be available soon, but only for GA4. You have until July 1, 2015 to upgrade! ).

11. Search term insight improved by Performance Max

Advertisers want more transparency about Performance Max and how it drives results . Google has a solution in the improved search term insight report. These insights will enable you to see Performance Max’s response to changes, so that you can refine campaigns further. This report will include details about the factors that are driving performance changes and how certain creative assets perform.

This feature will be available soon.

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Google Marketing Live is back!

We’re still covering Google Marketing Live! You can check back to see a detailed breakdown of GML 2023.

Here are the most important updates for Google Marketing Live 2019:

1. Google Ads Conversational Experience
2. Automated creation of assets using generative AI
3. Product Studio
4. Google Search Generative Experience
5. Video campaigns
6. Demand Gen campaigns
7. Broad Match Brand Controls
8. Performance Max new high-value customer acquisition
9. Google Merchant Center Next
10. Google Analytics 4 audience builder
11. Search term insight improved by Performance Max

The post Google Marketing live 2023: 11 updates you can’t miss appeared on WordStream.