Google Marketing Live 2023 was held last month at the Googleplex, and as expected, AI took the spotlight. The majority of Google’s updates and announcements revolved around boasting how AI-powered tools can supercharge businesses, helping them achieve better results, connect with customers, and deliver the perfect message at the perfect time. While this all sounds great in theory, we wanted to dive into all the updates to give you the Premier take on these platform changes and the potential opportunities and benefits, and possibly even the negative impacts for your campaigns.
Better insights and Brand restrictions for Broad Match
One of our biggest complaints with Broad Match has been the lack of insights and relevance. This update allows ads to be shown only for brand-relevant searches while still benefiting from broad reach. While we are cautiously optimistic and open to testing this feature, it doesn’t emphasize the need for well-structured campaigns for the best results.
Auto-Created Assets In PMAX
While automatically generated ads are not new, Google boasted significant improvements and added features by using generative AI. This feature will allow advertisers to prompt Google to create custom images, videos, and text assets for their campaigns. Performance Max campaigns assets will be tailored to the specific user intent of an individual query rather than creating assets before an auction.
New Campaign Types
There will be 2 new campaign types to increase YouTube views and enhance demand generation. Video view campaigns will mix up in-stream, in-feed, and Shorts ads to maximize views. Demand gen campaigns will serve everywhere from YouTube Shorts, in-stream, in-feed, to Discover, and Gmail, with the target to increase your conversions.
Merchant Center Next
For our e-commerce advertisers, Google announced Merchant Center Next, a simplified version of its existing Merchant Center. This new version will automatically pull in products, pricing, and imagery from your website, eliminating the headaches of manual product feeds. Product Studio will also be available in MCN to help you create and enhance your product images with AI. While this new interface is only available for select users, by 2024, everyone should have access to the full features and improved reporting of Merchant Center Next.
While this update doesn’t have implications for advertisers immediately, Google is giving us a peek into what search will look like in the near future through Search Labs. This program users can sign up to test the features before they’re officially launched. For example, in the new AI-powered Search Generative Experience, people can quickly understand complex topics and get things done easier. For example, if you’re comparing learning French vs German, Search will give you a snapshot with key factors to consider. So, what does this mean for advertisers? Well, it opens up new possibilities for advertisers to provide targeted solutions and helpful information through their ads in response to these queries.
With the ever-changing landscape of Google’s continuous updates, it can be overwhelming. Premier has a team of Google experts to help you navigate these changes and maximize your marketing dollars. Get in touch with us today!