Google Marketing Live 2023 officially happened on May 23, 2023, and with their announcements came some great presentations. Honestly, our team was a bit flabbergasted at the number of recent updates and features we should see rolling out by the end of the year. It was one of the best GML announcements Google has had in a while.
As we all know, Google has been in the market of expanding its AI capabilities and boy did they not disappoint. So, let us take a look at the large list of features you can expect from Google.
Everything Coming to Google by 2024
Google has some big plans to fill by the end of 2023. While not all of Google’s announcements pan out, we are curious to see how many of these come to fruition.
Time to get to the recap! Google’s announcement list included several new generative AI advancements for a number of their platforms. Google Ads, Performance Max, Product Studio, and Search Generative Experience (SGE) in Search Labs are all expected to see expanded AI integration.
AI Conversational Experience
Google Ads is combining AI conversational experience with search advertising campaign building. Now, when users create campaigns, they will be able to chat with AI to help direct Google Ads to automatically create assets.
Starting with a URL, this new feature will give you keywords, headlines, descriptions, and even take images from your website or show related stock images. You can then further personalize these assets by guiding the information you want to highlight.
AI-Generated Assets
Performance Max Campaigns will use generative AI to create image and video assets for advertisers during the construction process.
Additionally, Google gets even more personalized by allowing AI-powered assets that target search queries from potential customers. Normally, assets are pre-created during the campaign building process. However, this new feature will be able to create assets that match what potential customers are searching for, as they search for it.
Google Merchant Center & Google Product Studio
Get ready for a new interface and better UI/UX as Google Merchant Center gets replaced by Google Merchant Center Next.
Google Product Studio will be available through the Merchant Center. Google brings automatic Photoshop to you. In Google Product Studio, users will now be able to use AI technology to edit, enhance, and otherwise recreate images. For example, a creator can remove the old background of a photo and add a new one by simply giving Google’s AI a description of what they have in mind. In fact, the creator can even be given multiple options to choose from.
New Google Ads Features
Google Ads is getting updates! New features will become available including brand restrictions, better insights, and reporting tools to increase ROI, and of course, AI in smart bidding.
More Google Ads Campaign Types
Google is introducing Video View and Demand Gen campaigns in Google Ads, both of which will be powered by AI.
Video view campaigns will focus on maximizing video views on YouTube by implementing a cost-per-view basis. Ads will be shown across multiple formats, including in-stream, in-feed, and shorts.
Demand Gen campaigns will focus on engaging customers with immersive and visual ads. They will include touchpoints, videos, and other assets that allow potential customers to explore and interact with your ads. More importantly, you will be able to specify and target extremely specific audiences.
Search Generative Experience
Experiments with Google Search Labs will be testing new capabilities in search with an AI generative experience. GML is not the first time that Google has brought this new endeavor up, but with all of the new AI-powered features in their other products, a new search experience is coming. More interactive ads, better personalization, and better results for businesses taking the leap into AI.
Summary
The main theme of Google Marketing Live 2023? AI, AI, and some more AI. Goodbye copywriters and goodbye graphic designers as Google are now a one-stop shop. These new features will take a heavy lift off advertisers and allow them to quickly and easily manage multiple campaigns and more.
The future is here, and Google continues to implement AI features into more of their services and products. It is time to get on board with AI and learn to integrate and take advantage of all of this technology.
Seriously, this GML keynote was one for the books. If you did not watch it definitely check out the replay!
