How to Optimize Search Ad Campaigns: Google Marketing Live 2023?

7 years ago, Google announced that it would become an AI-first company in the future. Immediately after the announcement, Google embarked on its mission and launched many products like Smart Compose, Gmail, Eco-Friendly Routes, Maps, Google Lens, and Search. Though we have taken these tools for granted, these were the initial steps of Google in stepping into the AI era.

Google Marketing Live 2023 was all about launching 15+ AI-driven products to help marketers produce better results for businesses. Each product is known to serve nearly half a billion people.  The ultimate aim of all the products is to create high-quality ads quickly. The fundamental theme behind the launch of the massive range of products is –

Customer Connection: 

Jason Spero, Vice President and GBO at Google, has explained that it becomes difficult for marketers to make data-driven decisions based on manually tracking customers’ behaviour. Here comes Google at the rescue, which leads us to the second point – 

Creative:

To eliminate the complexities involved in manual tasks, Google has developed creative solutions – Generative AI, Video View Campaigns and Demand Gen. Vidhya Srinivasan, VP/GM Advertising at Google, has announced that these products will soon be out for beta testing. Is it easy to incorporate these products in the ongoing marketing endeavours? The answer to this is found in the third point –  

Confidence:

Google tested these products on specific brands before sending them to the market. All of those brands have experienced an incremental rise in their ROI. The secret to their success is  CONFIDENCE which Google’s new products will instill in the marketeers. With these products, marketers do not have to think twice before spending a dollar. Every invested dollar will bring out double returns. 

Philipps Schindler, Chief Business Officer, announced the launch of powerful foundation models that businesses can use.

Why is it Necessary to Embrace Google’s AI models? 

Google’s AI models particularly aim at enhancing conversion rates. It is pretty evident from the statistics that: 

• More than 50% of consumers use 5 or more online sources before buying. 
• More than 25% of consumers say they have bought impulsively in the last 2 days.   

Google Marketing Live 2023 aims to achieve this by following this principle: “Providing the right message to the right consumer at the right time.” 

Besides, Brandye Sweetnam (Director of Product, Google Shopping) has stated that “49% of customers prefer to switch brands for a better privacy experience”. The products launched in Google Marketing Live 2023 address the gap between imbalance and integration of first-party data. In addition to that, first-party data will be managed in a privacy-centric way so that SMBs (Small and Medium-sized Businesses) can: 

• Securely connect data sources. 
• Translate data into insights. 
• Improve the overall accuracy of measurement. 

Not only this, but they will help simplify the way first-party data is managed so that it becomes effortless to measure: 

• Conversions 
• The reach to relevant audiences
• Incremental revenue

Is it guaranteed that the tools launched in Google Marketing Live 2023 will prove helpful?

Many startups which have trusted the tools launched in Google Marketing Live 2022 have experienced 18% more conversions as against 13%. 

Which products are predicted to change the course of this AI-driven era?

Generative AI

This platform offers the conversational experience to assist with ad copies. 

How can it help you? 

Generative AI has made things easier to work with PPC campaigns. Be it generating appealing text for ads or crafting images relevant to your PPC campaign, generative AI has got you covered. 

Ad Copies

All you have to do is provide the page URL for which you want to run the campaign. Gen AI will automatically provide you with relevant content that will be a good combination of informational and promotional text, which the users most prefer. This doesn’t imply that you must accept the text as it is delivered. You can make the modifications to satisfy your requirements. 

Relevant Images

Gen AI’s capabilities are not limited to providing you with content, but they can also provide content-sensitive ad creatives. It offers you three powerful options to get the images as per your needs and requirements – 

• Generate Scene 

Provide 1 or 2 sentences about the scene you want to depict in the images. Gen AI will provide you with 4 alternatives. You can choose the one you like. If you’re unsatisfied with what you want or have just changed your mind and want something different,  you can get it redone. 

• Edit Background

This option can help you remove the background of your product. It is particularly beneficial when you want to create a product-centred ad. You can use the product with removed background or further work on it by putting it to ‘Generate Scene’. 

• Increase Resolution 

Products usually lose their resolution, which needs to be corrected. Gen AI can get it done with just a single click. Isn’t it amazing?  

Videos 

Brandye Sweetnam (Director of Product, Google Shopping) states, “ Video View Campaigns get an average of 40% more views than in-stream capable CPV campaigns”. The new product will help to show ads across a variety of formats, including: 

• Skippable in-stream ads 
• In-feed ads
• Short ads  

Demand Gen

People’s expectations from social media campaigns have shot up. This is directly proportional to the work required of SMEs (Social Media Executives’ part). This AI product is made to tailor the creatives to specific audiences with easy lift and shift capabilities.

Now, Businesses can use simplified experiences to automatically connect product information from their websites. 

Conclusion

Google Marketing Live 2023 showcased an impressive array of AI-driven products aimed at helping marketers optimize search ad campaigns and achieve better results for businesses. With a focus on customer connection, creative solutions, and instilling confidence, Google’s new products aim to simplify and enhance the advertising process. By leveraging powerful AI models, marketers can create fantastic content, synthesize and organize information, and engage customers to improve their overall experience. Embracing Google’s AI models is necessary to enhance conversion rates and deliver the right message to the right consumer at the right time. Furthermore, the products address the importance of privacy and first-party data management, empowering small and medium-sized businesses to connect, translate, and measure their data securely. The launch of Generative AI, a platform that generates assets relevant to customer queries, revolutionizes PPC campaigns by providing ad copies and relevant images tailored to specific needs. The introduction of Demand Gen offers easy to lift and shift capabilities to tailor creatives for social media campaigns. Additionally, Google Merchant Centre introduces simplified experiences to connect product information from websites automatically. Overall, the tools launched at Google Marketing Live 2023 have the potential to drive significant improvements in ad campaign performance and deliver tangible results for businesses. 

Secret News: Google is also introducing Generative Search Experience (SGE)