Digital marketing has reached the point where specialists constantly need to upgrade their approaches, change their instruments, and refocus their goals. Alongside the rapid changing of policies and rapid technical progress, it’s important to stay in the flow to provide effective work. On 23 May, advertisers had a chance to dive into the new and revolutionary AI-implemented marketing at Google Marketing Live 2023.
Below you will find a brief overview of the online event and the key insights in marketing shared by the top specialists at Google.
Google Marketing Live 2023 Overview
Google had three primary focuses for this event and generally for the marketing development, including:
- Customer connection;
- Creativity;
- Confidence in the decision-making.
Simply put, Google experts have reached out to the formula that can improve three of these factors in marketing work using AI technology.
Customer connection
As Jason Spero, VP, Global Product Lead at Google, notes, the customer’s journey through the whole purchasing process has become more complex these days. To make a successful purchase, a user has to do research and consider the products by their prices, brand production, the terms, and conditions of the shipment, etc. To provide upgraded updates for marketers, Google is implementing more AI technologies so that marketers can reach their consumers at the right time alongside high performance.
Creativity
And again, Google considers AI to be one of the most powerful features, especially in marketing. Spero insists that modern marketers and advertisers can achieve more effective and creative work through the use of AI. Google is focused on bringing modern-time-related updates to keep marketers in the flow of technical developments.
The level of confidence in decision-making for marketers
The first and most important factor in modern marketing is the data. Therefore, Jason Spero reminds the viewers that data plays an important role for both sides, including marketers and consumers. While advertisers are trying to understand their customers better to provide high-performance strategies of engagement, consumers, at the same time, are worried about how their private data is used.
When it comes to decision-making, Google guarantees to light up the new techniques so the marketers would be confident in their decisions, but in a privacy-safe way for the customers.
Google is Ready for AI Revolution – opening of the event
The opening of the event was hosted by Philipp Schindler, Senior Vice President, Chief Business Officer at Google. He announced the significance of the event and assured the audience that the Google team “believes AI is one of the most profound technologies humanity is working on today. It’s a huge shift on the scale of technological revolutions like the internet or mobile.”
Schindler also noted that except for the enthusiasm, there are lots of questions and doubts on how exactly this technology can be used and what it means for the business in general.
For the first example of how Google actually uses AI technology, Philipp Schindler mentioned Google Maps. The abilities and features can now be expanded, allowing users to experience the map from a bird’s eye view.
But still, in a matter of marketing, Schindler announced newly upgraded abilities for the Search systems and the growth of the video content creation’s impact on both consumers and marketers. Earlier in May, Google had already set the stage for more rapid AI adaptation at the Google I/O event.
Performance Max Campaigns – As the Key to AI-Powered Marketing
The next speaker of the 10th-anniversary event was Jerry Dischler, VP/GM Ads at Google. The ad expert has reminded the audience of how significantly essential AI technology is for the modern advertisement field, especially at Google. Dischler also noted that the primary goal for Google these days is to drive a future ads experience combining AI with privacy-first.
The upgraded Performance Max feature may become the top instrument for across-channel marketing campaign creation in the nearest future. How does it work?
- You set your goal;
- You set your budget;
- You get core assets.
According to Dischler, by using AI-powered Performance Max, advertisers can see an 18% uplift on average. To see the difference – when Performance Max launched a few years ago, marketers saw just 13% of conversions at a similar cost per action.
Conversational Experience in Google Ads
Sylvanus Bent, Group Product Manager, Search Ads at Google, has shared key insights about the brand-new feature in the Google Ads – Conversational Experience. According to the experts, this tool is a helping hand to marketers while creating new marketing campaigns.
The advertisers will be provided with the new assistive experience implying the AI-powered instrument that’s able to describe your business, product, and service with just an URL link to your website. The Conversational Experience will also provide call ads for review, headlines, visuals, and keywords. In other words, Google AI is the ultimate instrument that can create a promotional campaign from scratch using just a URL.
Bent announced the testing period that will be launched in July 2023. Moreover, by the end of this year, Google is planning on bringing even more AI tools, such as Automatically created assets using generative AI. This will be an additional instrument to make the assets even more relevant and effective.
Product Studio
Brandye Sweetnam, Product Management, Merchant Content, and Discovery at Google, has shared some intriguing details about the Product Studio feature. Before introducing an actual AI-powered visual studio, Sweetnam provided some key data to see how significantly the efficiency of the marketing campaign depends on the visuals.
Offers with more than one image see a 76% increase in impressions and a 32% increase in clicks.
Speaking of Product Studio, Google offers marketers a fully-able instrument that can upgrade and make the image of your product more realistic and engaging.
You can add some details on how you see the final result of the image production: change the background, transform the composition of the image, mix the styles, etc.
The feature will be available by the end of this year in the U.S.
Marketing & Privacy – Formula of Successful Ads in 2023
The Google team also insists that their main focus right now is privacy, implying a full commitment to responsible advertising. Following the next statistical data, privacy is no longer an additional factor for the users. It is the main one.
49% of people say that they would switch their preferred brand to their second-choice brand for a better privacy experience.
Moreover, the philosophy of First-party data is the foundation of successful marketing these days, stated Jerry Dischler.
90% of companies say that first-party data is important for their marketing programs. However, less than 33% of marketers use it properly. According to these statics, Google is willing to improve first-party data use in global marketing. Through the upgraded features, advertisers will be able to measure conversions and reach relevant audiences while increasing revenue without breaking the privacy wall between the brand and the consumers.
Conclusion
Google is definitely a leader in the AI implementation to the actual working process in the modern market. Just to think that AI was quite recently introduced to our daily online routine as one of the top features, Google didn’t waste any minute. Thanks to the newly-opened door in the technical aspect, the Google team has provided a revolution to global marketing. By the end of this year, it will be possible to experience AI-powered instruments and improve your performance in marketing in a brand-new way.
Read more: TikTok Report Overview: Top 3 Trends on the Platform in 2024
