Google Marketing Live 2023: Everything you need to know

Granular analysis and first look

Google Marketing Live 2023 introduced on May 23, 2023 new AI-powered solutions designed to drive growth and profitability. Key highlights include advancements in Search and Performance Max campaigns, innovations for retailers, enhancements for YouTube campaigns, improved measurement tools, and new features for app growth and Display & Video 360.

Why this matters?

• AI-Powered Campaigns: Generative AI features in Search and Performance Max campaigns enhance creativity and efficiency.
• Retail Innovations: New omnichannel and store-centric features help retailers increase sales and measure product profitability.
• Enhanced Measurement: Improved tools for managing first-party data and innovations in Google Analytics 4 provide better business insights.
• App Growth: New features make ads more shoppable, streamline web-to-app experiences, and improve iOS measurement.
• Advanced Display & Video 360: Privacy-centric audience solutions and better insights for connected TV campaigns enhance ad effectiveness.

Next Steps/Action Items

• Leverage AI Features: Incorporate and review generative AI in Search and Performance Max campaigns to boost creativity and performance.
• Utilize Retail Tools: Implement new omnichannel features and the Merchant Center Next experience to enhance retail marketing strategies.
• Optimize YouTube Campaigns: Expand creative assets and use Google AI to optimize campaign results.
• Improve Measurement: Adopt new tools in Google Analytics 4 and manage first-party data more effectively.
• Enhance App Ads: Make ads more shoppable and improve web-to-app transitions for better app growth.
• Activate Display & Video 360 Features: Use privacy-centric audience solutions and enhanced insights for connected TV campaigns.