AI was the main focus of this year’s Google Marketing Live, with the majority of updates and announcements focused on how AI-powered tools will help businesses improve the performance of their marketing campaigns.
In case you missed the event here is a quick summary of the key highlights:
New Google Ads features coming soon
We're excited to see so many updates and new features in the pipeline for Google Ads. They include:
- The ability to automatically create ads with generative AI (see more on this below).
- Introduction of new brand restrictions for broad match keywords
- Revamped asset creation flow in Performance Max
- The creation of AI-powered look-a-like audiences
- Updated search term, asset, and performance insights
- Advancements in smart bidding
- Campaign prefills
- New Performance Max goals
- Performance Max experiments
- Search ads will now render with a logo and business name above ads
- Conversational experience in Google Ads
- New ads experiences with generative AI
- Additional Performance Max insights
Clearly there are many enhancements and tool advances for us to get our teeth into in the coming weeks. Watch this space for more comment!
New YouTube Ads features
The planned changes include:
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Impact forecasting
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Using AI you will be able to turn your existing video creative into a variety of formats.
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For example: you'll be able to convert long-form videos into multiple, short-form videos to advertise across YouTube Shorts
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And you'll be able to tailor the creative for each customer experience.
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The top 3 new features that we are looking forward to using
In no particular order they are:
- Conversational experience in Google Ads
- This new feature will allow you to Ask Google Ads for ideas (just like you may ask other AI chatbots such as ChatGPT) to easily generate ideas for keywords, headlines, descriptions, images and other assets.This will be a useful tool that will help improve workflow when setting up campaigns and help to ensure that all assets are up to date with best practice use of assets.
- Additional Performance Max insights
- Performance Max has proved to be a strong campaign type, but the biggest drawback since its release in 2021 is the lack of insights available. With this new update we will be able to gather more data on how individual assets perform and search term data, leading to more informed optimisation and better performance for clients.
- AI Creative Video Solutions
- Google AI will create multiple videos in multiple formats using a single asset. This will streamline the process of setting up campaigns by reducing the time and effort spent on resizing videos.
If you'd like help to maximise the benefit of these new tools and capabilities, we'd love to help you. Please get in touch.
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| Author | Ed Parker |
| Channel | SEM |