In Google Marketing Live 2023 lately, the event has announced new features to improve campaigns, aiming to provide a more effective ad experience to consumers and gain deeper insights into what really affects performance. Google has also unveiled AI tools for search and performance max campaigns to boost the effectiveness of ads. Let’s get going!
Google Ads Update 1：
AI to Utilize Search Campaign & Performance Max Campaign (Conversional experience + Ads Creative Studio)
Create campaigns using new conversational AI in Google Ads
Google has introduced a new asset creation feature within the Google Ads interface, enabling users to create campaigns with the assistance of Google AI-driven chat. Creating a Google Ads campaign can be overwhelming, especially for advertisers. However, Google has introduced a feature called the “Conversational Experience” feature to simplify the setup process and create a better campaign.
This feature utilizes an AI-powered assistant that acts as a guide throughout the campaign setup. All you need to do is provide your brand’s website, and the AI assistant will take care of generating important campaign assets like keywords, headlines, and creative images. Furthermore, the AI assistant will ask questions to better understand the advertiser’s target audience and goals, this can help to optimize the campaign accordingly. With this user-friendly feature, even beginners can easily create a customized campaign that suits their needs.
Source: Google Marketing Live 2023
Source: Google Marketing Live 2023
For example, It provides conversational prompts to help enhance the ads as you progress. Advertisers have full control over which suggestions to keep or modify from Google. This feature can be a significant advantage for businesses entering the world of Google Ads, as it simplifies the complex process of building a presence which can be overwhelming on the platform. Additionally, it can save time for experienced advertisers or agencies seeking to rapidly expand an account.
Generative AI coming to Google Ads Performance Max asset creation
The latest update from Google Marketing Live introduces an efficient solution for advertisers, powered by AI. This update allows advertisers to effortlessly generate custom image, video, and text assets for their Performance Max campaigns. By providing prompts to Google, advertisers can streamline the asset creation process through generative AI. Google’s AI algorithm analyzes the brand’s website and generates relevant text and assets to populate the campaign. Furthermore, Google AI provides tailored suggestions for unique brand images, enhancing customer engagement across different inventory and formats.
Source: Google Marketing Live 2023
Google highlights Performance Max as a leading example of AI-driven campaigns that drive business growth. Advertisers who have adopted Performance Max have reported a significant increase in conversions, with an average rise from 13% to over 18% compared to a year ago, while maintaining a comparable cost per action. Moving forward, Google will utilize AI to generate ad headlines and assets that align closely with specific search queries, while still preserving the value proposition. Instead of pre-creating ad assets like images and structured snippets, Google’s AI dynamically generates and integrates assets in real-time, ensuring better relevance to the search query.
Google Ads Update 2：
New Campaign Types in Google Ads: Video Views and Demand Gen campaigns
During the Google Marketing Live 2023, Google Ads has unveiled Video Views and Demand Gen campaigns, offering fresh avenues to boost YouTube views and drive demand generation for our esteemed clients.
- Video Views campaign
Mainly aimed to use for maximizing views efficiently, it helps to integrate a variety of formats including shorts, in-feed ads and skippable in-stream, to get the most views powered by Google AI. In early testing, Video View campaign reportedly achieved an average of 40% more views than in-steam skippable CPV campaigns, according to Google.
- Demand Gen campaign
A conversion driven campaign that Google has just newly rolled out. This new campaign offers a new feature that helps to generate more value for clients by launching across a broad number of platforms including Discover, Gmail, and YouTube Shorts. It helps advertisers to reach new customers with introductory video content. This gives a much-needed layer of nuance to demand gen and lets marketers find a balance of cost effectiveness with scale in filling the top of the funnel.
These campaigns come with an impressive feature—the new lookalike segment builder. This powerful tool empowers us to expand our clients’ reach by identifying and targeting audiences that closely resemble their existing customer base.
Google Ads Update 3：
GA4 Audience Builder Improvement
Google Analytics 4’s audience builder just got better!
Updated with significant improvements, you now have more power to customize and control your audiences thanks to these 5 new enhancements:
- New dimensions and metrics in audience builder
The audience builder now includes additional dimensions and metrics that bring it closer to the functionality of Universal Analytics. These item-scoped dimensions and metrics allow you to analyze specific details about items. This enables you to create more granular audience segments based on item-level interactions.
New dimensions and metrics include:
– Item-scoped dimensions: Item ID, Item affiliation, Item brand,Item category,Item category 2, Item category 3, Item category 4, Item list name,Item name, Item promotion ID, Item variant
– Item-scoped e-commerce metrics: Item revenue, Items added to cart, Items checked out, Items purchased, Items viewed in list
– Event-scoped e-commerce metrics: Item-list click events, Session-based metrics
- Low engagement session
Google introduced a new metric called “low engagement sessions,” which helps you identify users who are not actively engaged with your website or app. By creating an audience of users with multiple low-engagement sessions within a specific timeframe, you can target them with tailored advertising campaigns to encourage their return. This is particularly useful for retailers who want to re-engage customers with upcoming sales or events.
- Event value can be used on its own
Previously, modifying a specific event using the event value parameter was the only option. Now, you can use event value independently without limiting it to a particular event. For example, you can create an audience segment of users who have participated in any event with a value greater than 50. This enhancement offers more flexibility in analyzing and targeting users based on event values.
- Full set of operators for event count
Google has expanded the range of operators available for constructing audiences using the event count metric. Previously, only greater than (>), less than (<), and equals to (=) were available, and only for the “most recent time period.” Now, you can utilize a comprehensive set of operators, including greater than or equal to (>=), less than or equal to (<=), and not equal to (!=), for both “at any point in time” and “most recent time period” options. This allows for more precise audience segmentation based on event counts.
- Match between dates
A new “between match types” option for dates has been introduced. This feature enables you to create an audience segment of users who visited your website or app during a specific range of dates. For example, you can build an audience of users who visited your site on Black Friday and target them with advertising leading up to the following year’s Black Friday. The start date and end date are inclusive, so you can define a range precisely.
By pinpointing users with low engagement sessions and integrating event values across multiple events, you can quickly generate audience segments that cater to specific interests and behaviours. Overall, these enhancements empower advertisers to create more personalized and targeted audience segments based on specific dimensions, metrics, engagement levels, event values, event counts, and date ranges. This level of customization and control can lead to more effective and impactful advertising efforts.