A marketer’s guide to Google’s next-generation AI-powered ads
The essentials
- Google is focusing on AI. With improvements to Google Ads, Performance Max, Product Studio and Search Generative Experience (SGE).
- Google Ads now offers AI-powered chat. A feature that simplifies the process of launching a new advertising campaign by providing suggestions and ideas in a chat-like experience.
- Google brings generative AI to Performance Max. Empower users to easily create and scale custom assets and introduce new customer acquisition and retention goals.
For years, artificial intelligence has been subtly pulling the strings behind Google ads and is the secret of many successful campaigns. But like a stagehand stepping into the limelight, Google is pushing its AI out of the wings to take center stage as the company unveiled a slew of generative AI innovations during its annual meeting Google Marketing Live Eventyesterday.
Aiming to “significantly change” the landscape of digital marketing, company officials announced plans to “bring center stage” to AI with improvements to Google Ads, Performance Max, Product Studio and Search Generative Experience (SGE) in Search Labs .
improvements that aloud Google Ads Vice President Jerry Dischlerwill “put AI front and center and make it the best tool in your marketing toolkit.”
On the heels of Google I/O – the company’s annual developer conference This took place earlier this month – Google Marketing Live took place on May 23rd and is aimed at advertisers, marketers and businesses using Google’s marketing tools and features announcements of new advertising products and updates to existing services.
So what’s the big news? Let’s take a look.
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Google Ads introduces AI-supported chat function
Sometimes launching a new ad campaign feels complicated and overwhelming — but a new feature in Google Ads aims to make it easier by integrating a chat-like experience that uses simple, everyday language and combines your knowledge with Google’s AI.
Here’s how it works: You choose a page on your website that you want to promote. Google’s AI reads the page and summarizes what it’s about. It will then suggest things like keywords, headlines, descriptions, images and other things that you might want to include in your ad campaign. You can review these suggestions and make the changes you want before launching your campaign. It’s like having a conversation with Google AI and asking it for ideas, just like you would ask a colleague.
Google also unveiled improvements to its Auto-Created Assets (ACA) feature. First launched last year, ACA uses content from an organization’s current ads and landing pages to create headlines and descriptions. With the AI improvements, Google is now promising to “better match your ads to user searches.”
“For example, if you search for ‘skin care for dry, sensitive skin’, the AI can use the content of your landing page and existing ads to create a new headline that is even more relevant to the search query, e.g. B. “Soothe your dry, sensitive skin,” Dischler said in a statement. “This helps you improve ad relevance while staying true to your brand.”
Additionally, Google insists its AI tools will be able to understand and integrate with business context and policies.
“Although certain advertisers and agencies have had issues with other generative tools, primarily due to a lack of context and policy awareness, Google Ads has mitigated those issues by integrating this capability directly into its platform,” Dischler said. “This integration ensures the tool has the context it needs, captures policy, and is rooted in actual advertiser services.”
Related article: Google I/O Leaks: Are You Ready for Some Technical Surprises?
Google brings generative AI to maximum performance
Also announced – new features for Performance Max that allow users to create and scale custom assets with just a few clicks. Just submit your website and Google’s AI will start learning about your brand to populate your campaign with relevant copy and other assets. It even suggests freshly generated images tailored just for you.
“This feature will also be available through the new conversations experience in Google Ads,” Dischler said. “To make it easier to grow sales from new and existing customers, we’re also improving our new customer acquisition goal and introducing a campaign re-engagement goal for maximum performance.”
Google’s AI-powered search revolution
Several new generative AI capabilities for search were unveiled during Google I/O, and according to Dischler, as the future of search evolves, so will the future of advertising.
As part of that future, Google introduced Search Generative Experience (SGE), a new feature within Search Labs focused on Google search experiments. In the coming months, Google plans to experiment with search and shopping ads, with a focus on integrating those ads directly into the SGE’s AI-driven snapshot and conversational modes. Additionally, the company will explore ad formats unique to the SGE to leverage generative AI in designing ads tailored to each stage of the user’s search journey.
“These advertising products align with our AI principles and are designed to help your business thrive,” Dischler said. “Your business, your marketing and your results – all multiplied by Google AI. As always, we will first experiment, test and listen to your feedback.”
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