Google has recently launched PERFORMANCE MAX CAMPAIGN in the form of AI Products. This campaign, introduced in Google Marketing Live 2023 aims to enhance Customer Connections, Creativity and Confidence among digital marketers. Philipps Schindler (Chief Business Officer) announced that the launched products are based on the powerful foundation models- Create, Synthesize, Organize and Engage – (CREATE amazing content, SYNTHESIZE and ORGANIZE information and have an ENGAGING customer experience). The launched products are basically meant to provide the ease of generating content and images by making it easy for your content to convert: Text into Images, Text into Code, Speech into Text.
Chief Business Officer, Philipp Schindler started the event with a hilarious joke:
Why To Switch For AI Powered Campaigns?
- It’s effortless to MAXIMIZE CONVERSIONS.
- Drive business outcomes with VALUE-BASED SMART BIDDING.
- Increase efficiency with NEW SEARCH ADS 360.
- Improve performance with STRONG CREATIVE INPUTS.
What Google Has In Store For Modern Digital Marketers?
Google has launched various AI-driven products in Google Marketing Live 2023 to maximize the performance of businesses. The businesses can only increase their performance if the digital marketers are leveraging the right strategies in regards with content, images and bidding. Sometimes it becomes difficult to ascertain whether the strategy is right or not. To make you come out of the confusion, Google is going to launch 15+ products, whose official announcement was made at Google Marketing Live 2023. Here is a list of the important products whose launch is predicted to ease the PPC.
Generative AI
Generative AI has enabled smart search. The primary goal of Generative AI is to understand search intent and provide relevant content (Title, Description, Keyword Embedding) and images (product based or creative).
Generate Ad-Copies Within a Second
Generating ad copies is one of the most challenging tasks because a good ad copy is a good and clever mixture of Information and Promotion. Maintaining balance is undoubtedly a difficult and time-consuming task for the human brain. But not anymore! But Generative AI demands you to paste the URL of the product page for which you want to run ads. The Generative AI will help you generate catchy headings, descriptions and keywords. You also have the option to modify the content.
Generate Images
Gen AI offers a wide range of capabilities beyond content creation, including the ability to generate ad creatives tailored to your content. With three powerful options at your disposal, you can effortlessly obtain images that align with your specific needs and requirements.
Generate Scene
The first option, “Generate Scene,” allows you to describe the desired scene in one or two sentences. Gen AI will then provide you with four alternative images to choose from. If you find yourself dissatisfied with the initial options or simply have a change of preference, you can easily request a redo to obtain a different scene.
Edit Background
The second option, “Edit Background,” proves particularly useful when you aim to create a product-focused advertising. By utilizing this feature, you can effortlessly remove the background of your product, allowing for a more focused and impactful ad. The edited product image can be further enhanced by incorporating it into the “Generate Scene” option.
Increase Resolution
Lastly, Gen AI offers the convenience of enhancing the resolution of your products with a single click. Often, product images may suffer from a loss of resolution, affecting their overall quality. With Gen AI, this issue can be swiftly resolved, resulting in stunning visuals that captivate your audience. The simplicity and efficiency of this feature are truly remarkable.
With Gen AI’s diverse set of capabilities, you can expect exceptional support in creating engaging content and compelling ad creatives that effectively convey your message to your target audience.
Video View Campaigns
According to Brandye Sweetnam, Director of Product at Google Shopping, Video View Campaigns have been found to achieve approximately 40% more views compared to CPV campaigns that support in-stream content. This statistic emphasizes the effectiveness of utilizing videos as an advertising medium.
Our innovative product enables you to showcase your ads across various formats, ensuring maximum exposure and engagement. These formats include:
Skippable in-stream ads: With this option, your ads will be seamlessly integrated into video content, allowing viewers the flexibility to skip them after a brief period. This approach ensures that your message reaches a wide audience while respecting their preferences.
In-feed ads: By utilizing this format, your ads will be displayed within the user’s feed, blending naturally with the surrounding content. This approach offers a non-intrusive yet highly visible way to capture the attention of potential customers.
Short ads: Our product also supports the creation of concise and impactful ads. These short-format videos are designed to deliver your message quickly and effectively, optimizing engagement even with limited viewing time.
Demand Gen Campaign
The evolving landscape of social media has led to increased expectations from social media campaigns. As a result, Social Media Executives (SMEs) are faced with the task of meeting these heightened demands. However, Google’s AI product is designed to alleviate this burden by offering tailored creatives that cater to specific audiences, all with the convenience of easy lift and shift capabilities.
With our AI-powered solution, SMEs can effortlessly customize their creatives to resonate with their target audience. This enables them to deliver content that captures attention, engages users, and drives desired outcomes. The ability to adapt and personalize campaigns to specific audiences is crucial in today’s competitive social media environment.
Furthermore, the product simplifies the process of implementing these tailored creatives. With its lift and shift capabilities, SMEs can seamlessly transfer and deploy their customized campaigns across various platforms and channels. This streamlines the workflow, saving time and effort while maintaining consistency and effectiveness.
Conclusion
ConclusionGoogle’s AI-powered products launched at Google Marketing Live 2023 offer digital marketers enhanced customer connections, creativity, and confidence. With features such as value-based smart bidding, new Search Ads 360 capabilities, and strong creative inputs, marketers can maximize conversions and improve campaign performance. The introduction of generative AI, image generation, and video view campaigns further enhance advertising effectiveness. These advancements provide modern digital marketers with the tools to optimize their campaigns and meet evolving expectations in the digital landscape.
