During the annual Google Marketing Live event, Google unveiled several new marketing tools designed to enhance advertisers’ abilities. The company emphasized the central role of generative AI advancements, stating that AI would become the primary tool in advertisers’ and merchants’ marketing arsenal, facilitating decision-making, problem-solving, and creativity.
At the Google I/O conference 2023, a new feature called Search Generative Experience (SGE) was introduced. SGE is an AI-powered bot that generates responses to user queries within Google’s search engine. The company also unveiled two new ad format experiments under SG, currently available exclusively in Google’s Search Labs.
These experiments integrate shopping ads directly into the AI-powered snapshot and conversational mode. Additionally, native ad formats using generative AI within SGE were introduced, enabling the creation of customizable ads that adapt as users engage with the search engine. These ads within SGE will feature a “Sponsored” label, similar to the existing search results.
Another notable introduction is Google Product Studio, which allows brands to leverage generative AI capabilities to tailor product imagery. Through Scene Generation, a text-to-image AI model, merchants can generate lifestyle product imagery based on basic product photos. This eliminates the need for costly and time-consuming photoshoots.
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Merchants can provide a brief description of their desired scene, prompting the tool to generate the corresponding lifestyle scenes. Product Studio also enables brands to create new imagery based on changing marketing needs without incurring additional photoshoot expenses. It offers features such as background removal and image resolution enhancement. Initially available in the US through Merchant Center Next or the Google & YouTube Channel App on Shopify, these features aim to enhance visual representation and flexibility for brands.
Google emphasizes the foundational role of AI in Google Ads and aims to simplify campaign creation through a new conversational experience. The natural-language interface combines advertisers’ expertise with Google AI to streamline the process of creating Search ads.
Merchant Center Next is another product introduced to simplify the setup of product feeds. Previously, merchants had to manually add product details, such as images, descriptions, and prices. With Merchant Center Next, Google automatically populates a merchant’s product feed by detecting information from their website. Merchants can edit the populated data if needed, making it quicker to showcase products across Google.
The new center provides a comprehensive view of all products, facilitating the management of online and in-store inventory. It also offers insights on the benefits of resolving product data errors, helping merchants prioritize updates. The rollout of Merchant Center Next has begun for new users, and smaller businesses will be upgraded over the coming months, with a global rollout planned for 2024.
Furthermore, Google has consolidated all insights reports into the Performance tab, allowing merchants to access and understand their performance more easily. This provides a single location to review best-selling products, identify businesses appearing alongside theirs, and understand how shoppers engage with their local business on Search and Maps.
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To streamline campaign creation, brands can provide a preferred landing page from their website, which Google AI will summarize. Subsequently, the AI generates relevant keywords, headlines, descriptions, images, and other assets for the campaign. These suggestions can be reviewed and edited before deploying the campaign, empowering advertisers with a conversational approach to performance improvement.
In summary, Google’s recent announcements introduce a range of marketing tools leveraging generative AI advancements. These tools aim to enhance advertisers’ decision-making, creative processes, and problem-solving capabilities, providing a more streamlined and efficient marketing experience.
