By Aislinn Manypeney & Luke Morphew

‍Google Marketing Live, the annual event, provided an exhilarating sneak peek into the upcoming developments in the world of Google and digital marketing. We are thrilled to share some of these cutting-edge features with you and eagerly anticipate exploring their capabilities firsthand. 

The presentation centred around three pivotal themes: Creative, Confidence, and Customer Connections, all of which underscore the significance of AI and privacy—a key focus for Google in recent years.

‍Creative

‍Over recent years, AI has been making an immense impact on video, ad copy, and creative imagery across all industries. Google's latest advancements in AI enable the generation of exciting and vibrant imagery on the fly to catch users who are ready to convert into sa/le and increase your conversions. 

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Including other reasons, this is great for people who aren’t crash hot at graphic design and aren’t sure if their creative direction is going to resonate with the ideal customer. This effectively provides something we all love - better returns, for less work.

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How?
1. When creating assets for a campaign, provide Google with an outline of what you would like to have generated for your ads (from scratch or alter existing images)

2. Create imagery from scratch, change backgrounds, crop out products, or sharpen images by using AI technology to improve image resolution.

3. Choose from a handful of images provided by Google's generative AI and implement it into your campaign.

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Did you know that a staggering 50% of an ad's success relies on the effectiveness of its well-developed creative? 

‍Customer Connections

Of course, reaching customers should be at the forefront of any marketing strategy and with these new features, Google is making it even easier to do so. Now more than ever you can efficiently reach your target audience wherever they are online - across multiple channels and throughout multiple touch points in their customer journey. 

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Being able to reach your customers more efficiently means you’re getting a better return on capital, increases the likelihood of more revenue and helps you find more of the right customers. 

How?

• Campaigns that focus on customers - These new features take the objective of customer focus to the next level. Soon you’ll have the capability to only focus on only 1) acquiring new customers, 2) reaching customers who have demand or 3) reaching more customers and expanding your reach. 
• Re-Engage with your existing customers - Unlock the magic of seamless customer re-engagement, straight from Hubspot to Google Ads and elevate your campaigns with renewed connections to your loyal audience. Experience the ease of adding value to your marketing efforts by re-engaging with your existing customers easier than ever before. 
• Genuine customer engagement - Ignite genuine, impactful connections with your customers using the power of new Google Ads features to generate insights and creative assets. You’ll be able to set yourself apart from your competitors by leveraging these transformative tools to start building meaningful relationships that only propel your business forward.

‍Confidence 

The final theme in Google’s 2023 Marketing Live keynote was about confidence. Google’s focus here is to drive confidence in your strategy, confidence in measuring results,  confidence in the sustainable future of your business and confidence in Google to protect your business and your consumers. 

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By investing in a strong foundation of high-quality, first-party data, you can unlock the full potential of your business's measurement capabilities. With Google AI at the core of Google Analytics 4, you'll gain valuable insights, predict consumer behaviour, and optimise campaign performance, all while prioritising privacy in today's ever-changing technology landscape. 

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How? 

• Leverage Google AI Expertise: Tap into the power of Google AI to enhance your measurement capabilities and drive incremental results. Collaborate with Google's AI experts, leveraging their knowledge and expertise to uncover actionable insights and optimization opportunities for your business.
• Continuously Test and Iterate: Embrace a culture of experimentation and optimization. Regularly test different strategies, evaluate performance metrics, and iterate based on insights gained. This iterative approach will help you uncover new opportunities for growth and improve campaign outcomes over time.
• Seamlessly Manage First-Party Data: Take advantage of Google's solutions that simplify first-party data management. Streamline the process of organising and utilising your data, ensuring its accuracy, accessibility, and compliance with privacy standards.

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Google Marketing Live 2023 unveiled exciting features for Google Ads, focusing on Creative, Confidence, and Customer Connections while highlighting the power of AI and privacy. AI-generated creative assets enhance engagement and drive better returns effortlessly. Efficient customer targeting and re-engagement empower marketers to build genuine connections. With a focus on instilling confidence, Google enables businesses to unlock measurement capabilities using first-party data and AI expertise, driving results and prioritising privacy.

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Ready to capitalise on the exciting innovations unveiled at Google Marketing Live? 

Join Bang Digital today and elevate your digital presence to new heights! Whether you're an existing client looking to expand your services or a new client seeking cutting-edge solutions, we're here to propel your business forward. Our experienced team will leverage the latest advancements in AI, creative strategies, and customer connections to drive remarkable results for your brand. Don't miss out on the opportunity to stay ahead of the competition. Contact us now and let's embark on a digital journey together!

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