Google just wrapped up Google Marketing Live 2023 and there is a lot of great information to cover and breakdown. Google ads are a crucial part of marketing. With billions of users on their site everyday, they offer a HUGE reach. Google ads make it easy to target groups and offer measurable results. Google is constantly working to improve its user experience so that Google Ads can be more efficient. Google has now launched 7 new tactical ad features: Brand Restrictions for Broad Match, Google AI in Smart Bidding, Top Search Categories for RSAs, Campaign Prefills, New Tools for Ads Creative Studio, New Asset Insights, and Improved Search Terms on the Insights Page. These new features will lead to better brand controls and improved asset insights. What do these updates mean to you, the business owner? Or how will they impact your online marketing? All of these new features have unique ways of helping advertisers, like us, create more efficient advertisements for you! Hope you’ve got your reading glasses, because this is going to be a DEEP dive!
The new brand restriction feature enables us to not only better understand, but also to control where, when and how the ads we are setting up are shown to your prospective customers. Ultimately, this allows us to set your ads up for maximum customer engagement, resulting in increased business and revenue.
Google Smart Bidding is the automated bidding strategy in Google Ads that uses advanced algorithms to optimize bidding and maximize the performance of advertising campaigns. It is designed to help advertisers achieve their specific campaign goals, such as maximizing conversions, increasing website traffic, or improving return on ad spend (ROAS). Google will be implementing a deeper integration of large language models (LLMs) into bidding, which will make Google’s bidding model even smarter. LLMs are trained on vast amounts of text data to generate human-like text and perform various natural language processing tasks. This new advancement will allow systems to use LLMs to better understand searcher intent and enable Google to generate results for search queries more efficiently. By optimizing bidding and maximizing the performance of advertising campaigns, you will be getting the most bang for your buck!
Another new feature will allow advertisers to review the top categories at the RSA level. Just for some background, RSA stands for Responsive Search Ads. When setting up an ad campaign in Google, the user will be asked to enter multiple pieces of information, as well as multiple variations on the same information. Once this information has been input, Google will mix and match this information based on what people (your potential customers) are searching for in the Google search engine. Being able to view the top categories that your ads are appearing in will give a deeper transparency into what is driving performance. This will provide us better insight, and aid in optimizing future ad campaigns.
New campaign prefills will give suggestions on budgets and assets sourced from your website, past campaigns and Google AI predictions. Campaign prefill is a feature in advertising platforms that allows advertisers to populate key settings when creating a new campaign. It helps streamline the campaign creation process by automatically filling in some of the campaign details based on predefined templates or settings. Campaign prefill can be a useful feature for marketing, especially when managing multiple campaigns or executing similar campaign strategies. It saves time, reduces errors, and provides a starting point with predefined settings that align with your goals and preferences.
New tools for Ads Creative Studio. You’ll soon be able to preview and export Performance Max assets straight into Google Ads in the specifications required for the campaigns. This is another tool that will optimize time and maximize ROI.
A new Trends Explorer will be added to Ads Creative Studio to help creative teams in finding current search trends and better ideas. Better asset insights will allow advertisers to understand which content resonates with certain audiences. Additionally, recommendations will be presented to guide advertisers on what AI-generated assets or stock photography may get better results.
Improved search terms on the Insights page will aid in our research to find more search term categories for your business. These will be able to be sorted by custom date ranges and will have historical insights that can be downloaded. These insights will be on the web interface as well as accessible in the Google Ads API.
If all of this information seemed like a lot, it was. Fortunately for our clients, at Superior Effect Marketing, we keep up to date with all of Google Ads new updates so you don’t have to! We want to ensure we’re creating fresh effective content at all times to keep your site ranking in relevant search results.
Summer and her team have years of experience in all realms of marketing. Her favorite is Search Engine Optimization and trying to figure out what Google is up to next.