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During the Google Marketing Live 2023 event, a few changes and new features were unveiled for advertisers on the Google Ads platform:
Create campaigns with Google AI-driven chat
With Google’s AI-powered chat feature you will be able to create campaigns from scratch with just a few text prompts.
Search Generative Experience will incorporate ads
They unveiled that Google’s new search engine experience that was revealed just a few weeks ago, will include both search and shopping ads.
Performance Max campaigns will use AI to generate creative
PMax campaigns will use generative AI to make creative for your campaigns. This very automated campaign gets even more automated now that your imagery can be generated as well.
AI-powered creative will be added to Google Ads to match search queries
Instead of loading images and creating them ahead of time, Google Ads will use generative AI to generate images at the time of auction. This way, your creative can be very specific to each individual query.
Google Product Studio uses AI to improve merchant photos
Google’s Product Studio will bring design tools to merchants. The tool will allow manipulation of product photos, editing, and sharpening—all while incorporating AI to make the images themselves.
Merchant Center Next, the new and improved Merchant Center
The new Merchant Center Next is set to replace the existing Merchant Center by 2024. Merchant Center Next will offer improved UI and a Performance tab as well as simplifying product feeds to streamline the process for merchants. All in all, the new and improved Merchant Center Next could be a huge asset to merchants who frequent the platform and want to spend less time toying with the smaller details.
Google Ads features updates
Google is incorporating a whole slew of changes and features to your Google Ads account. AI and LLM systems for smart bidding, features that promote brand restrictions and guidelines, and more will be added. Machine learning in bidding systems could be a huge improvement to automated bidding strategies, and the addition of some new auction insights will help better guide the automated system. This will be a great tool for digital marketers and merchants alike!
Two new YouTube campaign types: video views and demand generation
Video view campaigns will combine a few different ad types to try and promote your video and get the most views. The ad types are in-stream ads, in-feed ads, and shorts ads.
Demand generation campaigns will appear on YouTube platforms and Gmail to increase impressions and drive conversions. Specifically, demand gen will appear on YouTube Shorts, YouTube in-stream, YouTube in-feed, Discover, and Gmail.
Why does it matter?
The changes shown at this Google Marketing Live show a promising direction for Google Ads from an AI perspective. Instead of trying to replace the job of the marketer, Google Ads is leveraging AI to take some of the load from the marketer.
We are interested to see how these new features roll out. We will be monitoring how many manual controls advertisers will still have access to once AI is integrated directly into the Google Ads platform.
This is a transformative time in digital advertising, and we are keen to keep pace with all the rapid changes. So, stay tuned for further updates and insights.
If you need help navigating the changes to Google Ads delivery, we can help.
