Google Marketing Live 2023 was an event that grabbed global attention. The announcement of Google Bard was fresh in the minds of marketers, developers, content managers, and everyone dealing with technology in one form or the other. Bard is the company’s generative AI designed to compete with ChatGPT.
The event primarily revolved around artificial intelligence, with Google presenting several advanced AI innovations in Google Ads and search products. The keynote emphasized the ability of these new AI-powered features to assist marketers in adapting to evolving consumer demands and preferences.
Google also showcased the success stories of prominent brands like Samsung and how they leveraged Google’s AI technology to enhance their outcomes.
Missed the event?
Here’s a recap of the innovations Google announced at the event. Their impact on the future of search marketing is also captured.
Generative AI Is Coming to Google Search
Microsoft recently developed The New Bing, which incorporated ChatGPT into its search engine. Following this, Google introduced Bard, the response to ChatGPT. There was speculation about how Google would utilize generative AI in search.
During Google Marketing Live, Google confirmed its Search Generative Experience plans to integrate Bard into its search engine. This feature will display results generated by Bard on search engine results pages (SERPs). Users can ask follow-up questions for a more in-depth and conversational search.
Google is confident that the Search Generative Experience will create new advertising opportunities. They can promote relevant products within the responses generated by the generative AI.
Google Presents a Powerful AI Setup Assistant Through Its Conversational Experience Feature
To assist novices in creating Google Ads campaigns, Google has introduced the Conversational Experience feature. It leverages the power of AI to guide the setup process. Users only have to provide their brand’s URL. The AI assistant will generate campaign elements like keywords, headlines, and recommended images.
The assistant will converse with the user and ask specific questions about their target audience and objectives to polish and improve the campaign.
In initial tests, the Conversational Experience feature improved ad strength while reducing the effort required to create campaigns.
This can be of immense value to those new to Google Ads, including small business owners who may require extra support to compete with larger and more established companies.
Google Announces Major Improvements to Its Performance Max Campaigns
Performance Max is a campaign form that drives performance based on specific conversion goals. It uses Smart Bidding and real-time optimization across channels while leveraging various automation technologies from Google, including bidding, budget optimization, audiences, creatives, and attribution.
The first prominent enhancement is increased transparency regarding the AI used in Performance Max campaigns. Before this, advertisers had limited visibility into the optimization decisions made by AI. Now, Google will offer more transparency, enabling advertisers to understand the reasoning behind the AI’s findings and identify the creative assets that resonate most effectively.
Google is also introducing its new AI-powered features for better headline creation. When a user enters a search query, Google’s AI will regulate the ad’s headline to align better with the query. This will boost the chances of user click-throughs. This automation layer will help advertisers further improve the revenue generated by their Performance Max campaigns.
Google Will Launch ‘Product Studio’ to Assist Advertisers Generate AI-Powered Images
When clients search for retail goods, Google presents a series of graphics. Your brand must have striking pictures to stand out on the SERP and drive click-throughs. According to Google, brands with more than one image in ads achieve a 32 percent increase in clicks.
However, producing high-quality images and editing them to perfection is time-consuming and costly.
Google aims to resolve this issue with Product Studio, an AI-powered image generator for retailers.
This tool lets you easily remove the backgrounds from your product photos and replace them with AI-generated backdrops. AI can also enlarge images, rotate them, and increase their resolution.
Google Provides a Checklist to Prepare for the AI Wave
Google also released an AI Essentials Checklist that marketers can use to set up for success. The checklist has the following points:
- Ensure you have implemented the necessary Google tags across your website to gather important data relevant to your specific goals.
- Set up enhanced conversions to improve the accuracy of your conversion tracking. You will be able to measure and understand the success of your marketing campaigns more precisely.
- Assign values to your conversions based on your business objectives. This could include metrics like revenue, profit margins, or customer lifetime value.
- Consider upgrading to Google Analytics 4. You can get advanced insights across both websites and apps. This updated version includes predictive and modeling capabilities, allowing you to better prepare for future measurements and make informed decisions.
Google Marketing Live 2023 gave us many things on the horizon to look forward to. Google served a lot on the plates of marketers this year. The writing on the wall is clear. Those who use and incorporate AI in their strategy will make rapid progress. Your organization must develop a test-and-learn approach and be ready to experiment with new techniques constantly.