New Google AI promises more efficient campaigns and more precise ads
AI has always been fundamental to Google Ads. For many years, it has worked quietly in the background at Google and mostly delivered. Products like Performance Max and features like Smart Bidding are unthinkable without AI. This year's Google Marketing Live showcased the tech giant's latest AI developments in advertising.
In the sights of the latest AI generation is advertisers' need for maximum efficiency in campaign development, which has become increasingly complex over the years. To this end, Google has developed a new natural language conversation feature in Google Ads to speed up campaign creation and simplify search ads. The starting point is a landing page, which the Google AI summarizes at the push of a button. It then generates relevant and effective keywords, headlines, descriptions, images and other elements for the campaign. The suggestions can be reviewed and easily edited before use.
Already last year Google started to introduce automatically created assets (ACA) for search ads that use content from landing pages and existing ads to generate headlines and descriptions. As Google writes in the blog post, ACA will now be equipped with generative AI to more effectively create and customize search ads based on the context of a search query.
For example, in a search for "skin care for dry, sensitive skin," the AI can use content from the landing page and from existing ads to create a new headline that is even more relevant to the search query, such as "Soothe your dry, sensitive skin." In this way, the relevance of the ads should be improved.
More creativity in Performance Max
Performance Max is one of the best examples of how AI-powered campaigns can drive growth, Google further writes. Advertisers using Performance Max would average over 18 percent more conversions at a similar cost per action (CPA). The inclusion of generative AI in Performance Max is expected to further simplify the creation of user-friendly assets. All that is required is to specify the web page from which the Google AI will pull the text and elements that are likely to be most appropriate for the campaign. The AI will also suggest new images created specifically for the campaign. This feature will also be available through the new conversation feature in Google Ads.
Generative AI offers new opportunities for ads
Already on the Google I/O 2023 were numerous new generative AI functions for search announced. The aim is to make search smarter and more intuitive, while reliably guiding users to the best content on the web, including content from advertising companies.
This new Search Generative Experience (SGE) can be found in Search Labs, where ongoing experiments can be accessed. In the coming months, experiments will be conducted with search and shopping ads that are integrated directly into the AI-driven Snapshot and Conversation modes, according to the blog post. There's also talk of experimenting with new SBU-native formats that use generative AI to create presumably relevant ads tailored to each step in the search process.
For example, if someone searches for "outdoor activities in Maui" and narrows the search to "activities for kids" and "surfing," a fully personalized ad might appear for a travel brand that offers surf lessons for kids.
