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Google Marketing Live 2023 was a major event for the digital marketing industry, with Google announcing a number of new features and products designed to help businesses of all sizes grow their reach and revenue. Here are some of the highlights from the event:
New AI-powered features for Search and Performance Max campaigns
Google announced a number of new AI-powered features for Search and Performance Max campaigns in Google Marketing Live 2023, designed to help advertisers get more out of their campaigns. These features include the ability to automatically generate ad headlines and descriptions, optimize bids based on user intent, and scale campaigns more effectively.
For example, Google’s new AI-powered headline generator can automatically generate headlines that are relevant to the user’s search query. This can help advertisers improve their click-through rate (CTR) and get more people to see their ads. Google’s new AI-powered bid optimizer can automatically adjust bids based on the user’s intent. This can help advertisers improve their return on investment (ROI) and get more value from their campaigns. Google’s new AI-powered campaign scaling tool can automatically scale campaigns based on performance. This can help advertisers reach more people and achieve their goals more quickly.
Some More Features:
- New conversational experience in Google Ads: This new feature will allow advertisers to have a natural language conversation with Google Ads to help them create keywords and assets that drive better Search campaign performance.
- Deliver new ad experiences with generative AI: Google is taking its first steps to supercharge Search using generative AI, making Search smarter and searching simpler. This new Search Generative Experience (SGE) will roll out to people in the U.S. through Search Labs in the upcoming months.
- Auto-created assets: Later this year, generative AI is coming to automatically created assets in Search and Performance Max campaigns. It will generate new and improved headlines and descriptions that better match user search queries.
- Expand the reach of your brand campaigns with new brand restrictions for the broad match: This new feature will help you get the additional reach of the broad match when it’s only matched to relevant brand traffic that you’ve added to the campaign.
- Take advantage of improvements in Smart Bidding: Google is continuing to improve Smart Bidding models to make more accurate predictions about which search queries are most likely to deliver conversions and value for your business.
- Understand top search categories to improve your responsive search ads: You can now review the top search categories for each of your responsive search ads to get deeper transparency into what’s improving the performance of your campaign and get new ideas to optimize your ads further.
- Add business information to make your Search ads more helpful and engaging: Business logos and names are now available globally in all languages for advertisers that meet eligibility requirements and complete our verification program.
- Use new goals to maximize value from new and existing customers: Combine your own first-party customer lists with Google AI to achieve better business outcomes at every step along the consumer lifecycle.
- Get your campaign in top shape before it starts running: Campaign prefills will offer customized suggestions for elements like assets and daily budget, which you can update at any time based on what works best for your business.
- Generate new, high-quality assets in Performance Max: Google is introducing a revamped asset creation flow in Performance Max, powered by generative AI. Provide a few details to help Google AI learn about your business, and get multiple options for text and image assets that you can easily add to your campaigns.
- Work together effectively in Ads Creative Studio: New tools are added in Ads creative studio to effectively collaborate with creative and media teams. You can get a preview of your Performance Max Campaign Assets also you can export it to other Google ads.
- Experiment and unlock deeper insights to see what’s driving performance: Run new types of experiments, such as enabling the final URL expansion feature to see how it performs. Improved search term insights will include more search term categories than ever before to help you understand customer intent and how they’re searching for your business. Improved performance insights will streamline several explanations and insights into one unified view. New asset insights will give you more details on your creative performance.
Innovations for retailers
Google also announced a number of new features designed specifically for retailers in Google Marketing Live 2023, including new omnichannel and store-centric features for Performance Max, and new ways to measure product profitability. These features are designed to help retailers reach more customers, drive more sales, and improve their bottom line.
For example, Google’s new omnichannel Performance Max campaigns can help retailers reach customers across all channels, including search, display, YouTube, and shopping. Google’s new store-centric Performance Max campaigns can help retailers reach customers who are near their stores. Google’s new product profitability insights can help retailers understand which products are most profitable and make better decisions about their product mix.
- Be there for consumers, with a shopping experience reimagined for today: Google is making Search smarter and simpler and is experimenting with new formats that use generative AI to create relevant, high-quality ads that are customized as per every step of the user search journey.
- Drive online & in-store goals with omnichannel solutions: Google is launching new customer lifecycle goals, including enhancing the new customer acquisition goal so you can optimize for high lifetime value. Google is also adding a new re-engagement goal so you can connect with your most valuable, existing customers to help increase retention.
- Optimize ROI with insights & reporting tools: Google is building new tools that give you better insights on what is driving your sales and enable you to reach profitability goals more effectively.
- Drive awareness and convert intent with full-funnel video solutions: YouTube enables brands to scale their message across screens, alongside long-form, short-form, live, audio, and more. Google is also making it easier to add local offers on your products for YouTube in-stream ads and show item availability and variable pricing based on customer location.
Enhanced YouTube campaigns
In Google Marketing Live 2023 Google also announced a number of new features for YouTube campaigns, designed to help advertisers create more engaging and effective ads. These features include the ability to expand creative assets, optimize results with Google AI, and understand how suitability settings impact campaign KPIs.
For example, Google’s new expanded creative assets feature allows advertisers to add more creative assets to their YouTube campaigns. This can help advertisers create more engaging ads that are more likely to be watched. Google’s new AI-powered optimization feature can help advertisers optimize their YouTube campaigns for better results. If you upload a horizontal video for Ads it will resize it for various sizes like square or verticle for Youtube Shorts. Google’s new suitability settings feature allows advertisers to control who sees their ads. This can help advertisers ensure that their ads are seen by the right people.
Improved measurement foundation
Google also announced a number of new features designed to help advertisers improve their measurement foundation. These features include easier ways to manage first-party data and new innovations for Google Analytics 4.
For example, Google’s new first-party data management tool makes it easier for advertisers to collect and manage their first-party data. This data can be used to create more personalized ads and improve the measurement of campaign results. Google’s new innovations for Google Analytics 4 make it easier for advertisers to track their campaigns and measure their results.
Accelerate growth with your app
New features designed to help advertisers by Google accelerate growth with their apps. These features include the ability to make ads more shoppable, create a seamless web-to-app experience, and improve iOS measurement.
For example, Google’s new shoppable ads feature allows advertisers to add products to their ads that can be purchased directly from the ad. This can help advertisers drive more sales from their apps. Google’s new web-to-app experience feature makes it easier for users to find and download apps from the web. This can help advertisers reach more users and grow their app business. Google’s new iOS measurement feature helps advertisers measure the results of their campaigns on iOS devices.
Activate new features in Display & Video 360
Changes announced in Google Marketing Live 2023 for Display & Video 360, designed to help advertisers reach more customers and drive more conversions. These features include durable, privacy-centric audience solutions and improved insights for connected TV campaigns.
For example, Google’s new durable, privacy-centric audience solutions make it easier for advertisers to reach their target audiences without compromising their privacy. Google’s new insights for connected TV campaigns help advertisers understand how their campaigns are performing on connected TV devices.
Overall, Google Marketing Live 2023 was a showcase of Google’s commitment to helping advertisers succeed. The new features announced at the event offer a wide range of benefits, from helping advertisers reach more customers to improving their measurement foundation. If you’re an advertiser, I encourage you to check out the new features and see how they can help you grow your business.
Read More in Detail: Google Marketing Live 2023: Everything you need to know
View Our Webstory: Quick Glance at Google Marketing Live 2023