As part of expanding the usage of Google’s ‘largest and most capable AI model’, Gemini, the tech giant has now brought Gemini-powered chat to Search campaigns in order to better the advertisers’ conversational experience on Google Ads.
Currently, it has been made fully available to advertisers in the US and UK via beta access, however, the same will be rolled out to all English Language advertisers, globally, over the next few weeks.
The development was announced by Shashi Thakur, Vice President and General Manager, Google Ads (Search Ads and Ads on Google Experiences) via a company blogpost.
In the Google Ads blogpost titled- Put Google AI to work with Search ads, he mentioned that Google over the past few months had been actively testing Gemini powered conversational experience on Search campaigns with a small group of advertisers and that bringing Gemini-powered chat to Google Ads is the first of many integrations to come.
“The conversational experience workflow is designed to help you build better Search campaigns through a chat-based experience. It combines your expertise with Google AI. All you need to start is your website URL and Google AI will help you create optimized Search campaigns by generating relevant ad content, including creatives and keywords,” he mentioned in the blogpost.
Sharing some of the learnings from its testing phase, Thakur mentioned that the tech giant has observed that the newly unveiled chat-based integration of Gemini with Google’s search ads has help advertisers build higher quality Search campaigns with less effort.
“One of the ways we measure this is with a metric called Ad Strength that looks at the relevance, quality and diversity of your ad copy and gives you a score from ‘Poor’ all the way up to ‘Excellent’,” he added.
He also mentioned that this development is rooted in advertisers’ feedback on hoe it is becoming challenging for them to create compelling images that drive performance as Search is becoming more visual in today’s day and age.
“That’s why we designed the conversational experience to suggest images tailored to your campaign using generative AI and images from your landing page. This capability will be added over the coming months. Advertisers approve assets — including images — before the campaign goes live,” he stated in the blogpost.
With this, he also added that all the images created with GenAI in Google Ads, including the conversational experience, will be invisibly watermark-ed with SynthID and will include open standard metadata to indicate that the image was generated by AI.
To further highlight the impact of the new development and the ease it brings to adevrtisers, Thakur stated that Google’s data shows that small business advertisers that use the conversational experience in Google Ads are 42% more likely to publish Search campaigns with ‘Good’ or ‘Excellent’ Ad Strength.
“This is significant because we’ve found a strong correlation between Ad Strength and conversions. For example, advertisers who improve Ad Strength for their responsive search ads from ‘Poor’ to ‘Excellent’ see 12% more conversions on average,” he added in the blogpost.
Furthermore, he also mentioned that looking at the industry’s enthusiasm for AI’s potential to unlock value for consumers and advertisers alike and the new use cases and opportunities which are emerging regularly with AI’s ever-evolving nature, Google will continue to explore what’s possible with AI and therefore develop and apply this new technology responsibly.
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