Marketers’ Guide to Google’s Next Generation AI-Powered Ads

Marketers’ Guide to Google’s Next Generation AI-Powered Ads

The Gist

  • Google is putting AI front and center. With enhancements to Google Ads, Performance Max, Product Studio and Search Generative Experience (SGE).
  • Google Ads now offers an AI-powered chat. A feature that simplifies the process of starting a new ad campaign by providing suggestions and ideas in a chat-like experience.
  • Google is bringing generative AI to Performance Max. Allowing users to create and scale custom assets easily and introducing new goals for customer acquisition and reengagement. 

For years artificial intelligence has been subtly pulling strings in the background of Google ads, serving as the secret sauce behind many successful campaigns. But like a stagehand stepping into the limelight, Google is thrusting its AI from the wings to center stage as the company unveiled a slew of generative AI innovations during its annual Google Marketing Live event, yesterday.

With a goal to “significantly transform” the landscape of digital marketing, company officials announced plans to “bring AI front and center” with enhancements to Google Ads, Performance Max, Product Studio and Search Generative Experience (SGE) in Search Labs.

Enhancements that, according to Google Ads VP Jerry Dischler, will “bring AI front and center, making it the best tool in your marketing toolkit.”

On the heels of Google I/O — the company’s annual developer conference that took place earlier this month — Google Marketing Live took place May 23 and is aimed at advertisers, marketers and businesses who use Google’s suite of marketing tools and features announcements about new advertising products and updates to existing services.

So, what’s the big news? Let’s take a look.

Related Article: PaLM 2 and More: Google Unveils Latest AI Advances at This Year’s I/O Conference

Google Ads Unveils AI-Powered Chat Feature

Sometimes starting a new ad campaign feels complicated and overwhelming — but a new feature in Google Ads aims to makes it easier by incorporating a chat-like experience that uses plain, 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 will read the page and summarize what it’s about. Then, it will suggest things like keywords, headlines, descriptions, images, and other things you might want to include in your ad campaign. You can check out these suggestions and make any changes you want before you start your campaign. It’s like having a conversation with Google AI, asking it for ideas, just like you’d ask a coworker.

Google also unveiled improvements to its automatically created assets (ACA) feature. First introduced last year, ACA uses content from an organization’s current ads and landing pages to produce headlines and descriptions. Now with AI enhancements, Google promises “to make your ads match more closely to what people are searching for.”

“For example, with a search for ‘skin care for dry sensitive skin,’ AI can use content from your landing page and existing ads to create a new headline that aligns even more closely with the query, such as ‘Soothe Your Dry, Sensitive Skin,” Dischler said in a statement. “This helps you improve ad relevance while staying true to your brand.”

Further, Google insists that its AI tools will have the capacity to understand and integrate company context and policies.

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