Highlights and Insights from Google Marketing Live 2023

Paid SearchGoogle AdsIndustry Insights

May 26

Written By Guest User

If there’s one key focus from Google’s Marketing Live this week, it’s AI and what they will do next with their powerful AI infrastructure.

The question is: what new tools are coming, and what new capabilities will they open up for brands and advertisers?

Google unveiled new developments, betas, and research updates on AI power-ups across three areas: Creativity, Performance, and Privacy. Below we arrow in on the changes that will really matter.

CREATIVITY

The best ads, faster

This is about speeding up the process of creating the best ads - shortening test times by using AI to create high performing creatives instantly.

Google will use AI to generate new creative assets in both Search and Performance Max campaigns in a few clicks.

Building campaigns

More than this, beginning in H2, AI will guide the creation of new Search campaigns more powerfully than before, generating more elements - even sitelinks and call outs.

Don’t worry, though, AI assets will still be available to review.

Performance Max

Building on everything Google has learned since the launch of Performance Max, Google AI will now generate entirely new assets, including images, based on what it knows about your business.

Crucially, instead of reviewing automated assets, or trying to turn off poor quality ones, now you will be able to interact with AI as the campaign is created. Upon entering your website link, AI will learn about the brand (product descriptions, logo) and will use these to understand the brand’s unique qualities. It will suggest exclusively generated images, and from there you will be able to direct AI to create new images. You will be able to refine assets, remove any you don’t like, and preview ads.

PERFORMANCE

Consumers today spend more time exploring and finding inspiration across social feeds, watching streaming videos and playing video games. Standing above the noise is harder than ever.

New ‘Demand Gen’ campaigns will offer features designed for the needs of today’s user. These will be in beta stage in H2.

The new Demand Gen campaigns will reach consumers on Google’s most visual, entertainment-focused touchpoints (YouTube shorts, Discover).

PRIVACY

In a post-cookie world, Google’s AI emphasis is on the continual development of targeting which will be as powerful as the first party cookie tracking data was.

The headline here is the Topics API which uses privacy-preserving approaches to make sense of people’s interests without tracking them across websites. Topics are broad interests people can control/turn off in a Chrome browser

Generating audience lists based on Enhanced Conversions (cookie-free direct website conversion tracking matched back to Google Ads) will become easier, more powerful, and quicker.

These are the key betas and updates we can expect in 2023. Considering that AI has been a part of Google Ads for years, Marketing Live revealed how this will now be deepened and accelerated in ways advertisers can control.

Guest User