Google has introduced a new, natural-language conversational experience within Google Ads, which is designed to jumpstart campaign creation and simplify Search ads by combining the individual’s expertise with Google AI.
As per a blogpost by Jerry Dischler, Vice-President/General Manager, Ads at Google, new generative AI advancements will bring AI front and centre, making it the best tool in the marketing toolkit — helping people make decisions, solve problems and enhance creativity.
As per Google, now marketers can simply add a preferred landing page from their website and Google AI will summarise the page. Then it will generate relevant and effective keywords, headlines, descriptions, images and other assets for the campaign. These suggestions can be reviewed and easily edited before deploying.
Dischler further said that last year, they had started rolling out automatically created assets (ACA) for Search ads, which use content from the landing pages and existing ads to generate headlines and descriptions. Soon, the tech giant will be supercharging ACA with generative AI to more effectively create and adapt Search ads based on the context of a query.
For example, with a search for “skin care for dry sensitive skin,” AI can use content from an individual’s 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.” This will help improve ad relevance while staying true to the brand.
Performance Max is one of the examples of how AI-powered campaigns can drive growth for an individual’s business, as per Google. The company said that advertisers who use Performance Max achieve on average over 18% more conversions at a similar cost per action, which is up from 13% roughly a year later.
Google is bringing generative AI to Performance Max to make it even easier for advertisers to create custom assets and scale them in a few clicks.
This capability will also be available through the new conversational experience in Google Ads.
To make it easier to increase revenue from both new and existing customers, Google is also enhancing its new customer acquisition goal and introducing a re-engagement goal for Performance Max campaigns.
At Google I/O, the company had announced new generative AI capabilities coming to Search. These new experiences aim to make Search smarter and simpler, and Search will continue to be a jumping-off point to the best of the web, including an individual’s business. As the future of Search evolves, the future of advertising will evolve too — bringing more opportunities to grow your business and showcase your brand.
This new Search Generative Experience (SGE) can be found in Search Labs, a place to access Google Search experiments. It further said that over the coming months, the company will experiment with Search and Shopping ads that are directly integrated within the AI-powered snapshot and conversational mode.
It will also experiment with new formats native to SGE that use generative AI to create relevant, high-quality ads that are customised to every step of the search journey.
It added that the company is committed to transparency and making ads distinguishable from organic search results. “When Search ads do appear, they will continue to feature our industry-leading clear and transparent ad labels with the “Sponsored” label in bold black text.”
An AI-powered and privacy-first future
Dischler stated that as third-party cookies are phased out of Chrome next year, their ads teams are actively testing new privacy-preserving signals from the Privacy Sandbox to help advertisers continue to reach relevant customers and measure results.
These ads products are guided by Google’s AI Principles and designed to help the business thrive.