What did we learn from Google Marketing Live?

Google Marketing Live‘s annual event showcased a range of exciting new features, placing a strong emphasis on generative  AI.

These new features have been introduced to make it simpler for advertisers to enhance their ad campaigns, by allowing them to carry out a variety of tasks, from creating customised product imagery to scaling campaigns with ease.

For marketers, these updates present the opportunity to explore an array of possibilities. So, without further ado, here’s an overview of the major announcements:

Introducing Conversational Campaign Creation: Simplify Search Ads with Google AI

In response to the struggles that many businesses face to create new campaigns, Google have introduced a “natural-language conversational experience” as part of their Google Ads offering. This feature is designed to help kickstart campaigns with the use of AI technology.

Google AI will scan a landing page of your choice, then suggest relevant assets – such as keywords, descriptions, and headlines – for your campaign. You’ll then be able to edit these suggestions before you launch your campaign. As highlighted by Google, this feature allows you to interact with Google as you would with colleagues, working together to come up with ideas to elevate your ad campaigns.

Google PMax Unveils Innovative Text and Image Generation with Generative AI

First launched in November 2021, Performance Max was introduced to enable businesses to achieve better results from their ad campaigns and business drive growth.

Google have now brought generative AI to PMax, making it easier to create custom assets – known as Automatically Created Assets (ACAs) – for campaigns. Google’s AI will scan your website and glean knowledge of your business, then add text and other assets to your campaign. It will even create unique images, enabling businesses to stand out to their target audience.

Google Ads Set To Generate AI-Driven Resources Specifically Tailored to Match Search Queries

In the next few months, Google will experiment with using generative AI to create relevant ads that are customised to complement each step of a user’s search journey.

For instance, if an individual is looking for “activities in Cornwall” and then narrows their search to “activities for teenagers” and “coasteering”, they might see a personalised ad from a water sports brand promoting coasteering lessons for teenagers.

With many of these new features being powered by AI, Google is transparent about their commitment to their AI principles. As they roll out these new capabilities, they’ve emphasised their commitment to experimentation, testing, and actively listening to feedback. This approach ensures that business’ ad campaigns and marketing efforts remain at the forefront, with AI serving as a valuable enhancement

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