Google has announced several key enhancements to its ad offerings at #GML2023, promising a new era of AI-powered ads:

1. Natural-Language Conversational Experience: Google will introduce a new conversational feature within Google Ads, leveraging AI to generate relevant keywords, headlines, descriptions, images, and more.
2. Enhanced Automatically Created Assets (ACA): The use of generative AI will enrich ACA for Search ads, resulting in more relevant, context-specific ads that align better with brands.
3. Performance Max Updates: Google is enhancing its AI-driven Performance Max campaigns with generative AI. This will allow for the creation of custom assets, the suggestion of brand-specific images, and easier scaling of campaigns.
4. New Goals for Performance Max: Google is adding new customer acquisition and re-engagement goals for Performance Max campaigns, aimed at increasing revenue from both new and returning customers.
5. Search Generative Experience (SGE): This new AI capability will create more opportunities for advertisers to expand their business and offer high-quality, relevant ads customized for each search journey.
6. Privacy-First, AI-Powered Products: As third-party cookies are phased out, Google Ads products are being designed with a focus on user trust and privacy, while still helping advertisers reach relevant customers and measure results.

These enhancements have the potential to revolutionize Pay-Per-Click (PPC) advertising by increasing the relevance and customization of ads, improving brand alignment, and making campaign creation and scaling more straightforward and efficient. Google’s focus on privacy also indicates a shift in approach in response to growing concerns about user data privacy.