Last Tuesday, Google hosted Google Marketing Live, their annual event where they announce their latest and greatest product innovations. The theme of this year’s event was artificial intelligence. Here’s everything you need to know about the products they shared:?
- Conversational Experience in Google Ads: You can now create Google Ads campaigns with Google AI-driven chat directly within the Google Ads interface. You’ll be able to edit the assets generated by AI before going live.
- Automatically created assets using generative AI: With this feature, Google will use AI to generate headlines and ad assets that more closely align with the specific query without compromising what you’re offering. Instead of building assets pre-auction, with these new features, Google AI will be able to generate assets based on the user intent of an individual query.
- New campaign types: Video View campaigns will combine skippable in-stream ads, in-feed ads, and Shorts ads to get the most views for a video. Demand Gen campaigns will show across YouTube Shorts, YouTube in-stream, YouTube in-feed, Discover, and Gmail to drive conversions. A new lookalike segment builder will also help advertisers expand their reach.
- Broad match Brand controls: This update enables you to get additional reach for a broad match while ensuring that it matches all the relevant brand traffic for your business. This feature is currently available in beta.
- Performance Max high-value new customer acquisition: This update is focused on getting new customers who have a high lifetime value or customers who haven’t been engaging with your brand recently. Using AI, you can have Google bid more for customers who match these segments.
- Performance Max improved insights: New insights will allow you to see how Performance Max is responding to changes so you can refine your campaigns further. This report will include information about what’s driving changes in performance and how specific creative assets are performing.
- Google Analytics 4 audience builder: Google Analytics 4 audience builder will allow advertisers to build new audiences from Google Analytics right in their Google Ads account. This will include predictive audiences, which Google says uses AI to help you reach people who are more likely to purchase. This feature is coming soon but is only available using GA4 (which you have until July 1 to switch over!).
- Google Search Generative Experience integrates Search, Shopping ads: Google is working to directly integrate ads into Search Generative Experience.
- Product Studio: Product Studio will allow e-commerce businesses to edit and enhance their images using AI. You can remove the background, enlarge the image, and describe what you want the image to look like. From there, Google will return four options that align with your description for you to choose from.
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