Google Marketing Live 2023: Everything You Should Know

The central theme of this year’s Google Marketing Live (GML) event can be summarized in just two letters: AI.

AI will soon permeate your Google Ads account, appearing here, there, and everywhere. Following the trajectory set by Google I/O, the majority of today’s announcements featured some form of artificial intelligence.

Here’s a recap of all the essential information from Google Marketing Live, along with links to our comprehensive coverage of each major announcement.

Conversational AI powers campaign creation in Google Ads

You can now create Google Ads campaigns with the assistance of Google’s AI-driven chat, directly within the Google Ads interface.

This new feature allows Google AI to handle some of the heavy liftings, guiding you through the campaign creation process via chat.

Advertisers need not worry! You’ll have the ability to edit the AI-generated assets before going live.

Google Search Generative Experience incorporates Search and Shopping ads

Two weeks ago at Google I/O, we got a glimpse of the Google Search Generative Experience (SGE).

In the demo, ads were separate from the conversational chat. However, Google is now working on integrating ads directly into the Search Generative Experience.

While still experimental, this development offers a preview of the eventual monetization of SGE.

Generative AI enhances Google PMax for text and image assets

Google’s upcoming campaign type will provide an even more automated experience with Google AI integrated into the campaign setup process.

Additionally, generative AI will assist in creating images for these visually-focused campaigns.

Enhanced and new goals within PMax will help you steer your efforts toward your ideal customers.

AI-powered assets in Google Ads target search queries

Thanks to Google AI, automatically generated assets will soon become more relevant.

Rather than pre-building assets, these new features will enable Google AI to generate assets based on individual query intent.

Google Product Studio brings AI-generated images to advertisers

Merchants can now leverage Google’s Product Studio tool to manipulate product photos. You can edit, enhance, or sharpen photos using Google AI.

Product Studio allows you to create dynamic backgrounds, remove unappealing ones, and even enhance low-resolution images.

Google Merchant Center Next to replace Merchant Center

By 2024, Google Merchant Center Next will replace the current Merchant Center.

This simplified platform for product feeds leverages website data in the feed creation process, making it easier for less tech-savvy merchants.

An improved user interface and enhanced insights in the Performance tab aim to enhance the overall experience.

7 new Google Ads features, including Brand restrictions in the broad match and AI in Smart Bidding

Several tactical elements are coming to your Google Ads account, providing better insights and more tools for managing brand restrictions. And of course, AI and LLMs (Language Learning Models) will be integrated into Smart Bidding.

Google Ads introduces 2 new campaign types: Video views and demand generation

If you’re looking to increase YouTube views or explore a new approach to demand generation, you’re in luck! Two brand-new campaign types were announced.

  • Video view campaigns combine skippable in-stream ads, in-feed ads, and Shorts ads to maximize video views.
  • Demand generation campaigns appear across YouTube Shorts, YouTube in-stream, YouTube in-feed, Discover, and Gmail, driving conversions. A new lookalike segment builder will also help expand advertisers’ reach.

Why it matters. While AI was a prominent theme at Google Marketing Live, it wasn’t meant to replace human effort. Instead, AI aims to assist advertisers with time-consuming tasks. These changes should save time and provide better control when managing automated campaigns.

Insights from SMX Advanced experts

We’ve gathered a team of PPC experts (Julie Friedman Bacchini, President of Neptune Moon LLC; Gil Gildner, Co-founder of Discosloth; Melissa Liu, Associate Media Director, Search at RPA; and Julia Vyse, Digital Director at iProspect Canada) to analyze what these developments mean for you at SMX Advanced. Register now for SMX Advanced and join us on June 14th!

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