Google Marketing Live 2023: How Generative AI Can Transform Your Search and Shopping Ads
Google Marketing Live (GML) 2023, Google’s annual event showcasing the latest ads product innovations, was held on May 23, 2023. The event featured several new generative AI features for Google Ads, Performance Max, Product Studio, and Search Generative Experience (SGE) in Search Labs. These features aim to simplify campaign creation and enhance ad relevance by using Google’s AI-powered solutions to create customized product imagery, manage creative assets, adapt ads to the context of user search queries, and scale campaigns across different inventory and formats.
In this blog post, we will summarize the key announcements and highlights from GML 2023 and explain how they can help you multiply your marketing expertise and drive powerful business results in today’s changing economy.
Google Ads: Conversational Experience & Automatically Created Assets
One of the main challenges that advertisers face when creating new campaigns is the complexity of the process. To address this issue, Google introduced a new conversational interface within Google Ads that uses generative AI to guide advertisers through the campaign creation process. The interface analyzes landing pages and ads and condenses the content to generate relevant keywords, headlines, descriptions, images, and other creative assets for Google Ads campaigns. These AI-driven suggestions are presented for review and can be easily modified before launch.
Another feature that uses generative AI to improve ad relevancy is Automatically Created Assets (ACA). ACA analyzes landing pages and ads and adapts Search ads to the context of user search queries. For example, if a user searches for “skin care for dry sensitive skin”, ACA could adjust the ad headline and description to match the query. This way, advertisers can deliver more personalized and engaging ads to potential customers.
By providing a more conversational approach to campaign creation, Google hopes to introduce a digital assistant to advertisers that can offer Google AI ideas and advice based on the advertiser’s content and ad history. It also hopes to open new avenues for advertisers to improve campaign performance through intelligent, interactive dialogue.
Generative AI & Performance Max
Performance Max is a campaign type that uses Google’s machine learning to optimize bids and placements across YouTube, Display Network, Gmail, Discover, and Search. Performance Max allows advertisers to reach more customers with a single campaign and achieve their business goals such as sales, leads, or website traffic.
At GML 2023, Google announced that it is incorporating generative AI into Performance Max to simplify the process of creating and expanding custom assets. Once advertisers provide their website, Google AI begins to familiarize itself with their brand and populate their campaign with relevant text and other assets. Additionally, Google AI also suggests unique images that are specially generated for each advertiser based on their brand identity and campaign objectives. These images can help advertisers captivate customers across a broader spectrum of inventory and formats.
Google also shared some impressive results from advertisers who have used Performance Max with generative AI. For example, Samsung increased its sales by 20% while maintaining its cost per sale with Performance Max. Vans increased its website traffic by 25% while lowering its cost per click by 15% with Performance Max. Wheel the World increased its leads by 30% while reducing its cost per lead by 40% with Performance Max.
By using generative AI in Performance Max, Google aims to help advertisers create more relevant and effective ads that can reach more customers and drive better business outcomes.
Product Studio & Search Generative Experience (SGE)
Product Studio is a new tool that helps merchants create customized product imagery for their online stores using generative AI. Product Studio allows merchants to upload their product images and choose from different styles, backgrounds, layouts, and effects to generate high-quality product images that showcase their products in the best possible way. Merchants can also preview how their product images will look on different devices and platforms such as mobile phones, tablets, laptops, or social media.
Search Generative Experience (SGE) is a new feature in Search Labs that uses generative AI to create immersive and interactive experiences for users who search for products on Google Search. SGE allows users to explore different aspects of a product such as features, specifications, reviews, ratings, prices, availability, etc. by using natural language queries or voice commands. Users can also compare different products or variants based on their preferences and needs. SGE aims to provide users with more information and confidence when making purchase decisions online.
By using Product Studio and SGE, Google hopes to help merchants create more appealing and engaging product imagery that can attract more customers and increase conversions. It also hopes to help users discover more relevant and useful products that can satisfy their needs and expectations.
Google Marketing Live 2023 showcased how generative AI is transforming digital advertising by enabling advertisers and merchants to create more relevant and effective ads and product imagery that can reach more customers and drive better business results. By using Google’s AI-powered solutions such as conversational interface, automatically created assets, performance max with generative AI, product studio, and search generative experience (SGE), advertisers and merchants can multiply their marketing expertise and leverage the power of Google AI to revolutionize how they connect with customers.