Everything you need to know
The core component of this year’s Google Marketing Live (GML) event can be summed up in just two letters: AI.
Your Google Ads account will soon have AI here, AI there and AI everywhere.
Following the trend Google I/Omost announcements today included some form of artificial intelligence.
Here’s a recap of everything you need to know about Google Marketing Live, with links to our full coverage of each major announcement.
Google Ads lets you create campaigns using conversational AI
You can now create Google Ads campaigns with Google AI powered chat directly in the Google Ads UI.
This new asset creation feature allows Google AI to do some of the heavy lifting with AI (or at least get you partially there), all via chat.
Advertisers, fear not! You can edit the assets generated by the AI before going live.
Google Search Generative Experience integrates search and shopping ads
Only two weeks ago we learned about Google’s Search Generative Experience (SGE) at the Google I/O.
In the demo, all ads were outside of the conversation chat. That is changing now. Google is working to integrate ads directly into Search Generative Experience.
This is still an experiment, but we can take a look at what’s in store for SGE’s eventual monetization.
Google PMax adds generative AI to create text assets and images
Google’s latest campaign type will soon offer an even more automated experience, with Google AI integrated into the campaign setup process.
Additionally, image creation is incorporated using generative AI to support the creative generation of these image and video-heavy campaigns.
An expanded goal and a brand new goal will also help you align PMax efforts with your ideal customers.
Google Ads creates AI-powered assets that target search queries
Automatically created assets will soon gain relevance thanks to Google AI.
Instead of creating assets before the auction, these new features allow Google AI to generate assets based on user intent of a single query.
Google Product Studio provides advertisers with AI-generated images
Google’s new Product Studio tool allows retailers to edit product photos, edit, enhance or sharpen photos via Google AI.
With Product Studio you can create dynamic backgrounds or remove old, unsightly backgrounds – and even sharpen low-resolution images.
Google: Merchant Center Next replaces Merchant Center
Google Merchant Center Next will replace Google Merchant Center by 2024.
This simplified product feed home page can use your website data when creating the feed to relieve less-savvy retailers of some of the harder technical work.
An improved user interface and insights in the “Performance” tab should also improve the experience within the platform.
The seven new Google Ads features include brand restrictions in broad match and AI in smart bidding
A handful of tactical elements come into your Google Ads account, which offers better insights, more tools to help Google with brand restrictions, and, you guessed it, AI and LLMs in Smart Bidding.
Google Ads adds two new campaign types: Video Views, Demand Generation
If you’re looking for more YouTube views or a new twist on on-demand generation, you’re in luck because two brand new campaign types have been announced.
- Video Views campaigns combine skippable in-stream ads, in-feed ads, and shorts ads to get the most views for a video.
- Demand generation campaigns appear on YouTube Shorts, YouTube In-Stream, YouTube In-Feed, Discover, and Gmail to increase conversions. A new lookalike segment builder will also help advertisers expand their reach.
Why it matters to us. Although this Google Marketing Live relied heavily on AI, it is not forced. It turns out that the AI will be introduced in a way that will help advertisers do the heavy lifting, rather than replacing all the work. Overall, these changes should primarily help save time and allow better control when managing automated campaigns.
Reactions from the experts at SMX Advanced
We have already assembled a team of PPC experts (Julie Friedman Bacchini, President, Neptune Moon LLC; Gil Gildner, Co-Founder, Discosloth; Melissa Liu, Associate Media Director, Search, RPA; and Julia Vyse, Digital Director, iProspect Canada ), to break down what it all means for you at SMX Advanced. So Register now for SMX Advanced and then join us on June 14th!
The opinions expressed in this article are those of the guest author and not necessarily those of Search Engine Land. Staff authors are listed Here.