AI in Marketing - Trends at this year's Google Marketing Live 2023

At this year's Google Marketing Live (GML), one topic was particularly at the center of interest: Artificial Intelligence (AI) in marketing.

Whether AI-powered chatbots or generative AI features – one thing is certain: the future of Google (Ads) will be shaped by AI. In our blog post, we've summarized the key highlights of the event for you and evaluated them.

Create AI Campaigns with Conversational AI

The integration of Conversational AI in campaign creation with Google Ads offers an exciting and efficient way to create AI campaigns. Advertisers can leverage artificial intelligence to generate engaging assets while maintaining full control over the process.

Search and Shopping Ads in SGE

The Search Generative Experience (SGE) was recently introduced at Google I/O and marks another step towards personalized search. At Google Marketing Live 2023, it was announced that Google is working on integrating ads directly into the SGE. This opens new opportunities for advertisers to place their ads in search results and increase their visibility. The SGE utilizes generative AI to understand search queries more efficiently and provide relevant information. By using AI in marketing and integrating ads, advertisers can target their audiences more precisely and boost their brand awareness.

AI Features in Google PMax

The integration of generative AI for creating text and visual content expands the capabilities of Google PMax. Additionally, AI marketing is used to generate creative content for image and video-based campaigns to optimally reach the target customers.

AI Marketing Tool for Google Product Studio

The new Google Product Studio tool offers retailers the ability to edit and enhance their product photos using AI. Through AI-assisted image processing, product pictures can be given dynamic backgrounds, unattractive backgrounds can be removed, and even low-resolution images can be sharpened. This allows merchants to create high-quality product images that more effectively appeal to potential customers and increase the conversion rate without incurring high costs for professional support.

Google Introduces New Version of Merchant Center

Google will replace the Merchant Center with Google Merchant Center Next starting in 2024. With Google Merchant Center Next, merchants can easily link their product information on their websites and control how their products appear on Google without requiring a manual feed creation. You'll also find information on top-selling products, price benchmarks, and competitive insights.

New Campaign Types and AI Marketing Features in Google Ads

Google Ads is gaining seven new features for more transparency and control in campaigns. One of these features is brand restriction in broad match to protect brand identity. Smart Bidding is also being developed further to make automated bids more effective. This gives advertisers better tools to optimize their campaigns and achieve their marketing goals.
With the new campaign types "Video Views" and "Demand Generation," advertisers gain new ways to reach their audience and achieve their marketing goals.
Video-view campaigns combine various ad formats, such as skippable in-stream ads, in-feed ads, and Shorts ads, to maximize video views. On the other hand, demand gen campaigns are run across platforms like YouTube Shorts, YouTube In-Stream, YouTube In-Feed, Discover, and Gmail to drive conversions. These campaigns enable advertisers to individually target potential customers and effectively market their products or services.

Enhanced Integration of GA4 and Google Ads

One of the most important innovations is the improved integration of Google Ads and Google Analytics 4 (GA4). Linking the two platforms increases the data flow and allows for a more accurate interpretation of engagement and conversion data. The integration of GA4 and Google Ads enables advertisers to perform comprehensive analyses and better optimize their AI marketing strategies. The use of machine learning in GA4 allows advanced insights to be gained, anomalies to be detected, and trends to be identified. By integrating GA4 and Google Ads, advertisers can better manage their campaigns and more effectively target their audiences.

Conclusion - How Present is Artificial Intelligence in Marketing?

Overall, Google Marketing Live 2023 was clear evidence that artificial intelligence in marketing is indispensable. The innovations presented offer advertisers the opportunity to take their campaigns to the next level with AI and target their audiences more precisely. By harnessing the possibilities of AI and intelligently using data, they can achieve their marketing goals more effectively and achieve better results. The integration of AI-based technologies allows advertisers to design their campaigns more efficiently and exploit new opportunities. From AI-powered chatbots to generative AI for text and images, the new ideas offer diverse applications that advertisers can benefit from.

The future of marketing lies in the intelligent use of data and the personalized addressing of target audiences. Advertisers should closely follow this development and integrate AI-based solutions into their marketing strategy to continue to be successful.
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