Last week I attended the EMEA leg of Google Marketing Live, hosted at Google HQ in Dublin, where there was great excitement over some of the new features Google have announced, particularly in the AI space. I’ve compiled my top three announcements from the event, and evaluated what they could mean for marketers.
Conversational Ad Management
With the popularity and power of conversational generative AI chatbots like Bard and ChatGPT, it’s not surprising that Google have announced this new feature but it’s still incredibly exciting, nonetheless. By chatting to Google AI within the Google Ads platform, search practitioners will have the ability to seek recommendations, improve strength and generate new ad group content on the fly, something that is historically very time-consuming. The collaborative nature of the feature means we’re no longer in a world where Google dictates the agenda, but instead we can ask for changes to the tone, or for new features to be added to headlines: inevitably a huge plus for brands.
This is a fantastic tool for clients with relatively basic accounts or when there are little tweaks to be made; however, is this a viable solution for enterprise clients? As it stands, probably not, as it’s only able to manage one Responsive Search Ad at a time. Still, the product teams I chatted to were aware of this, and I wouldn’t be surprised to see some scaled options in the future.