At Google Marketing Live today, Google is expected to announce several new advances in generative AI for Google Ads, Performance Max, Product Studio, and Search Generative Experience (SGE) in Search Labs.
Google hopes to make it easier for advertisers and merchants to create custom product images, manage creative assets, improve ad relevance, and scale campaigns.
We look forward to hearing more about the following new features and improvements to Google Marketing Live with speakers from Google, Samsung, Vans and Wheel the World.
Google Ads: Conversational experience and automatically created resources
In response to advertiser concerns about the complexity of starting new campaigns, Google is introducing a new, easy-to-use conversational interface to Google Ads.
Google Ads AI will analyze landing pages and ads, condensing the content to generate relevant keywords, headlines, descriptions, images and other creative assets for Google Ads campaigns.
Google screenshot, May 2023
These AI-based suggestions are presented for your review and can be effortlessly modified before launch.
Google screenshot, May 2023
Automatically created resources (ACA) will use generative AI to improve ad relevance by analyzing your landing pages and ads, and tailoring search ads to the context of users’ search queries.
An example is how the ACA might adapt the ad title and description for a query “skin care for dry sensitive skin.”
Google screenshot, May 2023
By offering a more conversational approach to creating campaigns, Google could introduce a digital assistant to advertisers that offers ideas and advice from Google’s AI.
It could also open up new avenues for advertisers to improve campaign performance through intelligent, interactive dialogue familiar with the advertiser’s ad content and history.
Generative AI and maximum performance
Google will highlight Performance Max as a prime example of how AI-powered campaigns can spur business growth.
Advertisers using Performance Max have reported an impressive increase in conversions, averaging over 18%, up from 13% just a One year agoall achieved at a comparable cost per share.
Starting today, Google will bring generative AI to Performance Max, simplifying the process of creating and scaling custom assets.
Once you provide your website, Google AI begins to familiarize itself with your brand, populating your campaign with relevant text and other assets.
Google screenshot, May 2023
Google AI also suggests unique images, generated especially for you, allowing your brand to captivate customers across a wider spectrum of inventory and formats.
Google screenshot, May 2023
This functionality also extends to the new Google Ads conversational interface, ensuring a seamless and engaging user experience.
Google screenshot, May 2023
Ad Formats in Search Generative Experience (SGE)
During the recent Google I/O event, Google announced upcoming generative AI capabilities for search, with the intention of making the service smarter and easier to use.
These advances could shape the future of advertising, providing more opportunities to expand your business and showcase your brand.
Demos at the Google I/O event highlighted how ads could sit above and below this new experience.
Google screenshot, May 2023
In the coming months, Google will test search and shopping ads directly integrated into AI-powered conversational and instant modes.
Google screenshot, May 2023
The experiment will also focus on new ad formats proprietary to SGE, leveraging generative AI to deliver relevant, high-quality ads tailored to each step of the search journey.
For example, if a user is researching “outdoor activities to do in Maui” and then refines the search to “activities for kids” and “surfing,” they might find a uniquely tailored ad from a trips that offers surfing lessons for children.
Google screenshot, May 2023
Search Generative Experience (SGE) is accessible through Search Labs, Google’s hub for experimental search functionality.
Google reaffirms its commitment to transparency by ensuring that ads are distinguished from organic search results with a bold “Sponsored” label.
Generative AI features in Product Studio
According to Google data, product listings with more than one image have seen a 76% increase in impressions and a 32% increase in clicks. The process of creating different content can often be resource- and time-consuming.
To solve this problem, Google will introduce Product Studio. Built into Merchant Center Next, this innovative tool leverages generative AI to help merchants create unique product images.
Merchant Center Next’s simplified platform helps businesses manage the visibility of their products on Google.
In e-commerce, striking images serve as digital storefronts, which can boost results for merchants with a well-curated mix of online images.
Product Studio, built with Google’s AI principles at its core, hopes to bridge this gap. It brings the benefits of generative AI to businesses of all sizes, making it easy to create unique and personalized product images at no cost and enabling businesses to maximize the value of their existing images.
Using a text-to-image AI model, the scene generation feature will make it easy to create lifestyle product images from basic product photos for marketers by interpreting short scene descriptions desired, thus eliminating the need for expensive and time-consuming photo shoots.
Google screenshot, May 2023
The Remove Background feature will allow advertisers to create product images without distractions.
Google screenshot, May 2023
The Upscaling feature will allow advertisers to improve the quality of images so they don’t appear grainy or blurry on higher resolution phones.
Google screenshot, May 2023
Product Studio will be available later this year in the US through Merchant Center Next and the Google and YouTube channels app on Shopify, helping merchants conveniently generate images on the platforms where they currently monitor their presence on Google.
Merchant Center Next
Over the past two years, Merchant Center’s user base has doubled, a trend that Google hopes will continue to make the platform even easier to use.
Merchant Center Next is a simplified version of the platform designed to help smaller businesses establish their online presence and foster growth.
One of the significant improvements includes a simplified process for setting up a product feed.
Unlike in the past, when merchants had to enter product details manually, Merchant Center Next will automatically populate the product feed with discoverable information from the merchant’s website. The merchant can edit or disable this auto-fill feature, making it faster to show their products to Google.
Google screenshot, May 2023
In addition, Google is improving the accessibility and understandability of performance statistics by consolidating all statistics reports under the Performance tab.
Google screenshot, May 2023
This consolidation should allow merchants to review their best-selling products, identify their competitors, and understand how shoppers interact with their local businesses on Search and Maps, all in one place.
For merchants operating both online and brick-and-mortar stores, Merchant Center Next will present all products in a unified view, simplifying product inventory management across channels. Additional information on the potential benefits of rectifying errors in product data will also be provided to help merchants prioritize updates.
The Merchant Center Next rollout has already begun for new users. Google aims to gradually update smaller businesses over the coming months and complete the global rollout by 2024. Merchants will be notified when the new experience is ready for use.
Q&A with the press
At yesterday’s Google Marketing Live press roundtable, we heard the following speakers answer questions from members of the press.
Brian Burdick, Senior Director of Google Ads Automation Jeff Harrell, Senior Director of Shopping at Google Dan Taylor, Vice President of Global Ads at Google
Is there a limit to generative AI responses?
There is no limit to the number of replies you can receive while using the conversation experience. However, there will be a limit to the number of AI-generated assets that can be included in your ad rotation.
Since many of these features are in the experimental phase, these limits have not yet been established.
Will ads be labeled as AI-generated?
Ad images may include metadata indicating that they have been generated with AI. Otherwise, your ads will be labeled as Sponsored to ensure they stand out from the organic results.
What about click-through rates for publishers?
Google wants to assure publishers that they will be front and center in the new SGE that relies on organic search traffic to generate programmatic ad revenue.
What is the ad intensity setting?
To help advertisers create better ads, Google has added an ad strength metric that measures the quality and relevance of an advertiser’s landing page, keywords, and ad copy.
Advertisers can see the change in ad strength as they edit different aspects of their ad, allowing them to immediately see which ads should drive the best results.
Will AI-generated ads look the same?
Ideally, because Google Ads AI will generate images, headlines and descriptions based on each advertiser’s unique landing pages and ad copy, AI-generated ad messages should have a brand distinction.
(This assumes that your landing page content and account ad copy are unique to your brand.)
Watch Google Marketing Live 2023
Watch Google Marketing Live 2023 online by registering at event website. SEJ will continue its coverage of the event and update you on the latest Google AI developments for marketing.
Featured image: rafapress/Shutterstock
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