The core component of this year’s Google Marketing Live (GML) event can be summed up in just two letters: AI.
Soon there will be AI here, AI there and AI everywhere in your Google Ads account.
Following the Google I/O trend, most of today’s announcements featured some form of artificial intelligence. Here’s a rundown of everything you need to know about Google Marketing Live, with links to our full coverage of every major announcement.
Google Ads lets you create campaigns with conversational AI
You can now create Google Ads campaigns using Google’s AI-powered chat directly in the Google Ads interface.
This new asset creation feature lets Google AI do some of the heavy lifting (or at least do it for you) with AI, all through chat.
Advertisers, fear not! You will be able to edit AI-generated assets before they are published.
Google’s generative search experience integrates search and shopping ads
We learned about Google’s Search Generative Experience (SGE) just two weeks ago at Google I/O.
In the demo, all ads were outside of the conversational chat. This is now changing. Google is working to integrate ads directly into the generative search experience.
This is still an experiment, but we can get a glimpse of what’s to come for the eventual monetization of SGE.
Google PMax adds generative AI to create text and image resources
Google’s newest campaign type will soon offer an even more automated experience with Google AI built into the campaign setup process.
In addition, image creation with generative artificial intelligence will be included to help generate creative for these image and video-heavy campaigns.
Improved targeting and new targeting will also help you direct your PMax efforts to your ideal customers.
Google Ads will create AI-based resources targeted at search queries
Automatically generated resources will soon become more relevant thanks to Google’s AI. Instead of creating assets before the auction, with these new features, Google AI will be able to generate assets based on the user intent of an individual query.
Google Product Studio offers AI-generated images to advertisers
With Google’s new Product Studio tool, merchants will be able to manipulate, edit, enhance or sharpen product photos using Google’s AI. Product Studio will let you create dynamic backgrounds or remove unattractive old ones, and even enhance low-resolution images.
Google: Merchant Center Next to replace Merchant Center
Google Merchant Center will be replaced in 2024 by Google Merchant Center Next. This streamlined home for product feeds can leverage your website data in the feed creation process to take some of the more difficult technical work out of less experienced merchants. In addition, an improved user interface, as well as insights from the Performance tab, seek to improve the experience within the platform.
7 new Google Ads features include brand restrictions in broad match, AI in Smart Bidding
Finally, a handful of tactical elements are coming to your Google Ads account including better insights, more tools to guide Google around brand restrictions, as well as, you guessed it, AI and LLM in Smart Bidding.
Why we care While this Google Marketing Live was heavy on AI, it doesn’t have to be. It shows that AI is being deployed in a way that will help with the heavy lifting that advertisers face, rather than replacing all the work. Overall, these changes should mostly help save time and provide better control with automated campaign management.
The views expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.
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