At Beyond Clicks, we are committed to staying at the forefront of changes to the digital marketing world, testing the latest features to drive impactful results for our clients.
This year’s Google Marketing Live updates are poised to revolutionise the way we approach online advertising & we are thrilled to share how these will benefit your business.
Enhanced Search Campaigns:
It’s no surprise that AI featured heavily in this years event. Last year, Google announced the release of automatically created assets for search ads. This year, they are taking it a step further & will be able to create & adapt search ads based on the context of the search query. This new conversational experience is designed to simplify campaign creation by combining your expertise with Google AI.
With these smart tools, you can literally ask Google for ideas on promoting your brand. Google will then analyse your landing pages & ads to produce condensed content which will generate relevant keywords, headlines, descriptions, images & other valuable assets. This intuitive interface will undergo testing in July & is set to be widely available later in 2023.
As an agency, we will monitor these auto generated assets before they are deployed to ensure your campaign messaging is seamless & effective.
source: Google Support
Performance Max + Generative AI:
We can now automatically create assets for Performance Max campaigns that align perfectly with user search queries. Once advertisers provide Google with their website, Google will work to familiarise itself with your brand to produce relevant assets. These include suggesting unique images & providing advertisers with a broader spectrum of inventory to use across multiple digital platforms. This approach will save time, improve ad relevance, keep your assets fresh & maintain brand integrity.
source: Google Support
Maximise Performance with Smart Bidding Improvements
Since the launch of smart bidding, Google continues to enhance its functionality to produce more accurate prediction of search queries so they drive conversions & value for your business. Using Google AI, we can now integrate language models into bidding to better understand consumer searches & intent. Smart bidding will optimise intelligently for search queries allowing you to seize more valuable search moments & capture new opportunities. With 15% of Google searches being entirely unique each day, these bidding improvements will position your brand for success.
Product Studio with AI:
With visual assets driving more impressions (76%) & clicks (32%) for advertisers, Google has boosted it’s product studio by harnessing generative AI. This will be especially useful for e-commerce clients with a digital storefront. Smart new tech will now be able to generate product imagery from the simplest product photos. Other features include the ability to remove image background & increase image resolution. The benefits being higher quality imagery, reduction in creative costs & ultimately saving time.
source: Google Support
Improved Cross-Channel Campaign Management & Attribution:
We pride ourselves on monitoring campaigns across multiple platforms but with the enhancements announced at Google Marketing Live 2023, these new features will only enhance our ability to create, monitor & optimise campaigns seamlessly across various platforms even further. This includes search, display, video & more. By streamlining our approach, we can double down to ensure your messaging is consistent & your campaigns are achieving maximum impact across all channels. With Google improving cross channel management, monitoring the customer journey across multiple touchpoints will be more effective. We can optimise your marketing strategies & allocate resources effectively to drive better results & achieve your goals.
Conclusion:
There is no doubt that this plethora of exciting updates are set to transform the digital marketing landscape. However, our goal, as always, is to look after our clients’ campaigns as though they are our own. Therefore, as we embrace these advancements, we will remain informed & ensure we stay ahead in an increasingly competitive environment.
From our point of view, Google has provided us with a powerful toolkit to maximise your online advertising success & continue to grow.
Stay tuned for news on our implementation of these updates & get ready to unlock new possibilities within your digital marketing campaigns.
For more information, feel free to get in touch with the Beyond Clicks team.