A handful of tactical search features were announced alongside Google Marketing Live’s other AI-powered ads. Yes, there’s more AI coming to elements of search campaigns, but advertisers should look closely at additional elements like better brand controls for broad match and better asset insights.
Brand restrictions for broad matching. Google has been rapidly improving broad match over the past few years, and a new brand restriction feature should help advertisers feel more comfortable with the match type.
Similar to last year’s Performance Max ad, this feature will help leverage broad match with advertiser-specified brand traffic.
This feature will be applied at the campaign level, which should make testing easier.
Google AI in Smart Bidding. Smart Bidding has always been, well, smart. According to Google, it’s getting even smarter by implementing a deeper integration of large language models (LLM) into its offerings.
This will allow systems to use LLM to better understand searcher intent and, according to Google, “optimize more intelligently for never-before-seen search queries.”
Main search categories for RSA. A new feature will allow advertisers to review top categories at the RSA level. According to Google, this will give deeper transparency into what’s driving performance while giving advertisers better ideas for optimizing ads.
This can be beneficial for advertisers with few campaigns as they can see targeting ideas for better campaign building.
Campaign profiles. Don’t know what budget to start with for a campaign? The new campaign prefills will give suggestions about budgets and even assets from your website, past campaigns and Google AI predictions.
If you’re a fan of recommendations, they make their way into the setup flow, too.
New tools for Ads Creative Studio. Soon you’ll be able to preview and export top performing assets directly to Google Ads with the specifications needed for your campaigns.
A new trend explorer will also be added to Ads Creative Studio to help creative teams find current search trends and get better creative ideas.
New asset statistics. Advertisers have been wanting better data on which assets are working to get the best message for their campaigns. Better resource insights will allow advertisers to understand which creatives aren’t resonating with certain audiences. In addition, recommendations will be presented to guide advertisers on which AI-generated assets or stock photos may perform best.
Improved search terms on the Statistics page. Soon, you’ll be able to find more categories of search terms on the Insights page. These will be able to be sorted by custom date ranges and will have historical information that can be downloaded. These statistics will be found in the web interface and can also be accessed in the Google Ads API.
Why we care More data? Yes please. Best deals and guidance. Thank you so much. These seem like big improvements for advertisers that will help guide all new AI to deliver better results. The additional brand restrictions alone should be a big win for those wary of broad matching and if LLMs can make Smarter Bidding smarter, that would be a win for all advertisers.
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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