As one of the largest technology companies in the world, Google is not far behind the competition.
The key change is certainly the introduction of generative AI, which facilitates the creation of materials used in advertising campaigns. This allows us, for example, to create video creations based on user-provided content.
Artificial intelligence is also used in Performance Max campaigns, which now allow you to use content on your website to automatically create search ads. In 2023, there were minor or major modifications and improvements aimed at increasing the effectiveness of this type of campaign almost every month.
Google also uses artificial intelligence to set bids and select the right audience for your ads.
According to Google, an ad campaign using AI is able to achieve 12% more conversions on average. contact foreshadowing
New in Google Ads in 2023 - demand generation and video impressions
The news in Google Ads in 2023 is not limited to the wider use of artificial intelligence.
Two completely new ad campaign types have also been introduced:
Demand Gen
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Demand Gen - a new type of campaign powered by artificial intelligence
Google's new Demand Gen ads look a lot like Discovery ads. Both campaigns reach new audiences on platforms such as Gmail, YouTube and Google Discovery. Both types of campaigns make it possible to use visually attractive advertising creations that resemble popular formats known from social advertising.
What's new with Demand Gen? Greater reach on YouTube with the ability to place ads in both In-stream and Shorts formats. This additional mix of short and long-form video ads significantly expands the reach of YouTube campaigns – especially short-form video campaigns, which saw a more than 150% increase in views compared to 2022 .
So it's a big and increasingly important "piece of the cake" and the campaigns themselves are still not being used on a massive scale, which further increases their appeal by enabling more interactions with smaller budgets.
Additionally, Demand Gen campaigns offer more available video ad formats. Google has introduced a new ad preview specifically for these campaigns, which allows advertisers to easily see how different creatives will look on different screens and locations.
Demand Gen maintains the same automatic bidding capabilities as other campaign types, such as display ads and peak performance campaigns. However, it also allows advertisers to use a "maximize clicks" strategy as a way to bid.
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Video Views - a new type of campaign on YouTube
The video views campaign uses multi-format video ads, which mix and match video ads in different ad formats – including short videos – to determine where they can perform best.
In initial testing, campaigns with video views achieved an average of 40% more views compared to skippable pay-per-view campaigns.
In both cases, marketers receive a tool that allows them to create effective marketing campaigns using the latest artificial intelligence solutions, allowing your advertising campaigns to reach a whole new audience.
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