Google has been keen to highlight the role of AI in transforming the advertising industry with its latest launch of new AI advancements in Google Ads announced at Google Marketing Live.
AI has been a foundational element of Google Ads, aiding advertisers in maximising their time and return on investment. Back in 2015, Google first introduced its initial form of machine learning into Search with its RankBrain which rapidly became a key component in Google’s core algorithm.
Google has continued to deploy AI systems to better understand language and thus improve the search results Google presents to its searches.
Google has been especially keen to emphasise the integration of AI as a central tool in marketers’ toolkits, assisting in decision-making, problem-solving, and enhancing creativity.
One of the new features introduced is a natural-language conversational experience within Google Ads, which simplifies campaign creation by combining the advertiser’s expertise with Google AI. By providing a preferred landing page, Google AI summarises the page and generates relevant keywords, headlines, descriptions, images, and other assets for the campaign. Advertisers can review and modify these suggestions before deployment, offering an interactive and collaborative approach to campaign optimisation.
image courtesy of Google
Furthermore, generative AI capabilities are being introduced to automatically create and adapt search ads based on query context. AI can analyse landing page content and existing ads to generate more relevant headlines aligned with search queries, improving ad relevance and brand consistency.
The announcement also highlights the application of AI in Performance Max campaigns, demonstrating how generative AI assists in creating custom assets and scaling campaigns. By providing the website, Google AI learns about the brand and populates the campaign with text and other relevant assets, including suggested new images.
Why is this important?
The future of advertising will leverage generative AI capabilities in Search, allowing for customized and relevant ad experiences at each step of the search journey. These AI-powered ads will be distinguishable from organic search results through clear and transparent ad labels.
The announcement also highlighted Google’s commitment to privacy-first practices and the use of privacy-preserving signals to ensure user trust and measure results as third-party cookies are phased out.
Overall, Google Ads is leveraging AI to streamline campaign creation, enhance ad creativity, and deliver personalised ad experiences while prioritising user privacy.Author spike.digital