A marketer’s guide to Google’s next-generation AI-powered ads

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Screenshot of a Google Ads page.

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.

Related article: PaLM 2 and beyond: Google unveils the latest AI advances at this year’s I/O conference

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.

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