When Google Marketing Live started in 2013, the ad industry was in the midst of a major shift: the move to mobile. Fast forward ten years, and AI is now similarly transforming the industry.
AI has been foundational to Google Ads for many years, working quietly in the background to help advertisers maximize their time and return on investment. It has been integral to numerous products built over the last decade, driving growth for businesses of all sizes, from features like Smart Bidding to fully AI-powered products like Performance Max.
Today, at Google Marketing Live, we are excited to unveil how new generative AI advancements will bring AI front and center, making it the most powerful tool in your marketing toolkit. These innovations will help you make decisions, solve problems, and enhance your creativity.
Manage Complexity Through Chat
Businesses have shared that getting up and running with a new campaign can sometimes feel overwhelming. In response, we are introducing a new natural-language conversational experience within Google Ads, designed to streamline campaign creation and simplify Search ads by combining your expertise with Google AI.
By simply adding a preferred landing page from your website, Google AI will summarize the page and generate relevant and effective keywords, headlines, descriptions, images, and other assets for your campaign. You can review and easily edit these suggestions before deployment. This new feature allows you to chat your way into better performance, asking Google AI for ideas just as you might ask a colleague.
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Last year, we rolled out automatically created assets (ACA) for Search ads, which used content from landing pages and existing ads to generate headlines and descriptions. Soon, we’ll be supercharging ACA with generative AI to more effectively create and adapt Search ads based on the context of a query. For example, a search for “skin care for dry sensitive skin” can prompt AI to create a new headline such as “Soothe Your Dry, Sensitive Skin,” enhancing ad relevance while staying true to your brand.
Boost Creativity in Performance Max
Performance Max is a prime example of how AI-powered campaigns can drive growth. Advertisers using Performance Max achieve an average of over 18% more conversions at a similar cost per action, an increase from 13% a year ago.
We are now bringing generative AI to Performance Max to make it even easier for you to create custom assets and scale them with a few clicks. By providing your website, Google AI will learn about your brand and populate your campaign with relevant text and assets. We’ll also suggest new images generated just for you, helping you stand out to customers across a broader range of inventory and formats. This capability will also be available through the new conversational experience in Google Ads.
Deliver New Ad Experiences with Generative AI
At Google I/O, we announced new generative AI capabilities coming to Search, designed to make Search smarter and simpler. As the future of Search evolves, so will the future of advertising, offering more opportunities to grow your business and showcase your brand.
The new Search Generative Experience (SGE), available in Search Labs, will feature ads integrated within the AI-powered snapshot and conversational mode. We will also experiment with new formats that use generative AI to create high-quality, customized ads for every step of the search journey. For example, a search for “outdoor activities to do in Maui” that narrows to “activities for kids” and “surfing” may result in a fully customized ad for a travel brand promoting surfing lessons for kids.
SOURCE: Google
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