Google Marketing Live 2023: Key takeaways

Google held its annual Marketing Live event and it featured several announcements focused on artificial intelligence (AI) integration. Here are the key highlights:

Google Ads now allows the creation of campaigns using conversational AI. Advertisers can utilize Google AI-driven chat within the Google Ads interface to generate assets for their campaigns. These assets can be edited before going live.

Google Search Generative Experience (SGE) is integrating ads directly into the conversational chat. This experimental feature aims to monetize SGE and provide a glimpse of future possibilities.

Google PMax, a campaign type, incorporates generative AI to automate the campaign setup process. It includes generative AI for text and image creation, which assists in generating creative content for image and video-heavy campaigns.

Google Ads will create AI-powered assets targeting search queries based on user intent, making the assets more relevant to individual queries.

Google's Product Studio tool allows merchants to use Google AI to manipulate product photos, such as editing, enhancing, sharpening, and altering backgrounds. It also offers improved image quality for low-resolution images.

Google Merchant Center Next will replace Google Merchant Center by 2024. The new platform simplifies product feed creation by leveraging website data, making it easier for less technically savvy merchants.

Seven new features are introduced in Google Ads, including brand restrictions in broad match, AI in Smart Bidding, and enhanced insights. These updates aim to provide better control and insights for advertisers.

Two new campaign types are introduced: Video view campaigns and demand gen campaigns. Video view campaigns combine different ad formats to maximize video views, while demand-gen campaigns run across various platforms to drive conversions. A new lookalike segment builder is also included to help expand reach.

The integration of AI in Google Marketing Live announcements is intended to assist advertisers in saving time, improving control, and streamlining campaign management without replacing human effort.