At Google Marketing Live 2023, Google introduced conversational AI features for Google Ads to support campaign creation and asset generation. The feature aims to simplify parts of the advertising setup process, especially for advertisers who need help turning landing pages into campaign assets.
Introducing the new AI Feature: Conversational Experience
The new AI feature aims to help businesses of all sizes efficiently manage their ad campaigns by introducing a conversational experience within Google Ads. This simplifies the campaign creation process and makes it easier for beginners to create a Google Ads campaign.
To use Google’s AI for advertising, you input your website landing page and the product or service you want to promote. The AI then summarizes the page and creates keywords, headlines, descriptions, images, and other assets for your campaign. This saves you time and effort in creating a personalized campaign. You have the option to provide feedback to improve the generated response. You can review the generated content to ensure it aligns with your brand guidelines and specific requirements.
Generative AI improves Automatically Created Assets (ACA) by using context to create and modify Search ads. This makes your ads more relevant and aligned with user search queries, increasing your brand’s visibility and impact. It also creates a personalized experience for the user, resulting in better results and increased click-through rates (CTR) without extra effort.
AI: The Power Behind Google Ads
Google has been using AI technology in its advertising platform for a while. AI has been a crucial part of many Google products in the past decade, driving growth for businesses of all sizes. For example, Smart Bidding is a feature that uses machine learning to optimize bids for each auction. Another AI-powered product is Performance Max, which helps advertisers discover untapped conversion opportunities. According to Google, advertisers who adopt Performance Max see an average increase of 27% more conversions at a similar CPA/ROAS (source: Google Ads Help). AI plays a significant role in various aspects of your daily campaign, from creating and optimizing the campaign to targeting based on audience signals and measuring with data-driven attribution.
The Evolution of Search with AI
The way we search for information has been evolving for decades. From the advent of mobile search to the introduction of visual search with Google Lens, each new development has made searching more natural and intuitive. With advancements in generative AI, Search is becoming even more intelligent, making the search process simpler and more effective.
The Search Generative Experience (SGE) feature enables users to efficiently find the information they require directly in Google search results. Originally launched in Search Labs (2023), SGE has since been rolled out broadly as AI Overviews and is now integrated into standard Google Search.
Tips for Google Advertisers
To get the most out of the Google Ads AI feature, follow these actionable steps:
- Activate the Ads Power Pairing: This feature combines AI-powered Search campaigns, including broad match, and Performance Max campaigns to increase conversions across all Google platforms. Go to your Google Ads account and set up this to start benefiting from this feature.
- Use Value-Based Smart Bidding: This feature lets you invest in the conversions that bring the most value to your business. Identify the conversions that matter the most to you and set up Value-Based Smart Bidding to optimize your bid strategy.
- Experiment with Different Campaigns: With the AI capabilities of Google Ads, you can easily test different campaigns and learn from the results. Start by creating a few different campaigns and analyze the data to see which one performs the best. Then, use that insight to optimize your campaigns and drive better results for your business.
Guidance for Search Marketers
Here are some actionable tips for those involved in search marketing to maximize the benefits of AI:
- Stay Agile: It is crucial to remain agile when it comes to AI. Staying up-to-date with new developments and being able to adapt to changes is essential for success.
- Prioritize High-Quality Data: Establish robust site-wide tagging and set up enhanced conversions to collect high-quality, consented data that guides AI in optimizing campaigns.
- Test and Experiment: Create a culture of experimentation where you test new approaches, learn from the results, and scale successful strategies.
The Future of Digital Advertising with AI
The introduction of conversational AI in Google Ads reflects a broader shift toward AI-assisted advertising workflows. The feature can simplify ad creation and improve asset relevance, but advertisers still need to review generated keywords, copy, and images before launch.
Conclusion
In conclusion, marketers should evaluate where Google’s AI-powered advertising tools can improve campaign setup, asset creation, and optimization. These tools can save time, but campaign success still depends on clear goals, quality conversion data, testing, and ongoing review.