Google Marketing Live 2023: learn about the changes in Google Ads

Google Ads will add numerous new features during 2023 that are powered by artificial intelligence. Get to know them.

Artificial intelligence will permeate the user experience of the main tools that Google provides to digital marketing specialists. Its programmatic advertising platform, Google Ads, will be one of the main beneficiaries of generative artificial intelligence. With the help of this technology, the search giant will begin to facilitate the process of creating ads. You can find a summary of the most important announcements here:

Conversational ad creation

A weak point of Google Ads has been, for years, how difficult it is to use the platform. Google has aimed to change the user experience by facilitating the process of creating campaigns with AI. Now, ads can be designed through a kind of conversation.

Google AI will build descriptions and headlines based on your website address and suggest images to accompany your ads.

Image of the new Google Ads.

Google AI generates the description automatically based on the provided URL.

Image of the new Google Ads.

With AI, Google generates ‘headlines’ of maximum 30 characters and even launches a recommended list of ‘keywords’ and ‘sitelinks’ that could be associated with your ad.

Image of the new Google Ads.

It will recommend stock images and images it already finds on your website.

Image of the new Google Ads.

The assistant will ask you questions to continue improving your ad.

Image of the new Google Ads.

Google will also use AI to generate titles (or ‘headlines’) that dynamically adjust to the search words entered by the user. This way there will be greater similarity between your title and the user’s search intention. This increases the CTR.

Improvements in creating creative elements

The flow of creating creative elements -or assets- in Performance Max will also have improvements thanks to artificial intelligence.

Image of the new Google Ads.

By simply entering your site’s URL, you can ask Google Ads to generate your creative campaign elements in Performance Max mode. It will create your 30 character titles automatically.

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Image of the new Google Ads.

And also your descriptions of up to 90 characters.

Image of the new Google Ads.

And of course, it will generate AI images that can work for your ads.

Product Studio with AI

Product Studio is a platform designed for retailers to add their products to the Google ecosystem and the Merchant Center and Shopify. The novelty is that Google will allow images to be modified with the help of artificial intelligence. This feature will launch this year in English for the United States before being enabled for other languages ​​and countries.

Image of the new Google Ads.

At the top, Google suggests transforming your images to give them more style.

Image of the new Google Ads.

You can create a scene (that is, add other elements to improve the image), remove the background or improve the resolution.

Image of the new Google Ads.

The AI ​​removes the background and you can describe the scene you want to appear behind – or around – the product.

Image of the new Google Ads.

This is how the images are enhanced with artificial intelligence in a matter of seconds.

Generating videos from Google Ads will be easier

During Google Marketing Live it was also revealed that you can improve your videos within Google Ads with the help of artificial intelligence.

Image of the new Google Ads.

You can add text to videos with a variety of templates.

Image of the new Google Ads.

You can ask the AI ​​to generate ‘voice over’ based on text, with the tone of voice and language of your preference.

Image of the new Google Ads.

And it will also make it easier to export the video in various sizes.

How Google Ads will be integrated into the results with Bard

At Google I/O it was already announced that this year Google will integrate conversational responses into search results through its model, Google Bard. At Google Marketing Live, we delved deeper into how ads will appear in this new style of delivering search results. Ads can appear in three different ways:

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Image of the new Google Ads.

At the top of the search results, above the conversational response generated by Bard.

Image of the new Google Ads.

As part of the conversational results provided by Google Bard. It will be common to see products promoted in these responses.

Image of the new Google Ads.

AI can create copy related to search intent and highlight related products or services in an auto-generated module.

Video Views Campaigns on YouTube

Video view campaigns are campaigns to increase the viewing of videos on YouTube using artificial intelligence. It is estimated that with this type of campaign, views increase up to 40% more. These types of campaigns combine different formats, including skippable in-stream ads (ads that can be skipped during the video), in-feed ads (ads that appear in the feed) and Shorts Ads (ads that appear in the Shorts). They will be available from July.

Image of the new Google Ads.

Demand Gen Campaigns

This new type of campaigns is also assisted by artificial intelligence. You will be able to use your different creative elements to appear on multiple different channels with the ideal formats for each environment.

Image of the new Google Ads.

With this type of campaign you can appear in Shorts, videos, YouTube feed, Google Discover and Gmail.

Image of the new Google Ads.

Artificial intelligence will facilitate the process of adjusting your images and videos for all types of platforms.

Image of the new Google Ads.

And you can also create similar segments (lookalike) to those who have already interacted with your page or brand.

Add your brands in the segmentation

Another improvement introduced by Google is that you can tell your ad to appear in searches related to a list of brands that you choose. This option will be available in the Campaign Settings area and in Brand Restriction.

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Image of the new Google Ads.

Google Merchant Center Next

If you work in the retail sector, you have surely heard about Google Merchant Center. On this platform you can upload your entire product list to use it on any platform in the Google ecosystem. The company is preparing the next version and, once again, it will be strengthened by artificial intelligence.

Image of the new Google Ads.

Google did not explain the platform in detail, but AI will make it easier to import products from your website to the Merchant Center.

Image of the new Google Ads.

In addition, the platform will provide data on the best-selling products in a variety of categories. It’s available now for some retailers and will be available to all soon.

Build audiences from Google Analytics 4

Image of the new Google Ads.

Google introduced the ability to create audiences from GA4 directly and export them to your Google Ads account. This includes predictive audiences, those of users who are most likely to buy.

In conclusion

Google is committed to implementing artificial intelligence to facilitate the use of its advertising tools, so that they can be used not only by SEM experts but by anyone. It is not only looking to simplify the creation of campaigns, but also of creatives. In turn, you are leveraging AI to reach the right audience with greater precision, so that your users’ results are even better.

We believe this will have a negative impact on organic reach. The simplification of these processes is aimed not only at facilitating the creation of campaigns but also at making them available to everyone. It is likely that, in the not too distant future, the only option to reach our content will be through Google Ads.