The impact of Google on the advertising market is undeniable. Therefore, it is crucial to observe how they utilize new artificial intelligence technology to assist advertisers and enhance the efficiency of the industry. For several years, AI has silently worked in the background, assisting advertisers in optimizing their time and ROI. It plays a crucial role in many of the products Google developed in the past ten years, fueling growth for businesses of all scales, from features to fully AI-powered products. In this article, I aim to introduce cutting-edge technology that has emerged as a prominent marketing solution and is worth your attention.
Chat Assistant
Google realized that starting and running a marketing campaign is not as simple as it could be. Google Ads is launching a new conversational interface that is intuitive and designed to streamline campaign creation and Search ads. This feature combines your expertise with the powerful capabilities of Google’s AI, making it much easier.
All you need to do is select a desired landing page from your website, and Google’s AI will provide a summary of the page. Following this, it will produce pertinent and efficient keywords, headlines, descriptions, images, and other assets for your campaign. These suggestions can be reviewed and modified with ease before implementation. Now, you can enhance your performance through interactive conversation — seek suggestions from Google AI, much like you would have a third-party marketing consultant.
In the previous year, Google began implementing automatically created assets (ACA) for Search ads. These assets utilize content from your landing pages and existing ads to generate headlines and descriptions. In the near future, they plan to enhance ACA with generative AI to more proficiently create and modify Search ads, taking into account the context of a search query.
Performance Max Campaigns
Performance Max is an AI-powered campaign tool by Google that helps businesses drive growth. It has been shown to increase conversions by over 18% at a similar cost per action. The tool uses generative AI to create custom assets for campaigns based on the brand’s website. It suggests new images and populates the campaign with relevant text and assets.
Performance Max is a goal-based campaign type that allows advertisers to access all of their Google Ads inventory from a single campaign. It is designed to help businesses find more converting customers across all of Google’s channels like YouTube, Display, Search, Discover, Gmail, and Maps. It optimizes performance in real time and across channels using Smart Bidding, combining Google’s AI technologies across bidding, budget optimization, audiences, creatives, attribution, and more.
The tool allows businesses to customize their goals and maximize conversions or conversion value. It uses Google’s real-time understanding of consumer intents and preferences, along with the business’s input using audience signals, to unlock new customer segments. It uses machine learning models to optimize bids and placements and to make accurate predictions about which ads, audiences, and creative combinations will perform best.
Performance Max also provides rich insights through asset reporting, helping businesses understand which creatives are impacting performance and optimizing campaign creatives to drive ROI. It uses conversion tracking of events such as online purchases, signups, purchases from phone calls, and more. It also allows businesses to use remarketing lists to ensure the best coverage for their ads.
To learn about creating a Performance Max campaign, visit the official Google site here.
Advanced Search
Google introduced new generative AI capabilities to its Search feature, aiming to streamline the search process, facilitate understanding of topics, and uncover new insights more easily. This technology will help break down complex queries and provide key information, reducing the user’s effort in sifting through vast amounts of data. The new feature will also highlight content from the web, driving attention to it and making it easier for users to delve deeper into their topics of interest.
Google is committed to maintaining the flow of valuable traffic to various websites and ensuring the continued presence of ads, which are seen as a crucial part of the web’s functionality. The new generative AI experience will continue to feature Search ads in dedicated slots, with a commitment to transparency and clear distinction from organic search results.
The new feature is being tested in an experiment called SGE (Search Generative Experience) via TechLab, initially available on Chrome desktop and the Google App in the U.S. (English-only at launch).
Demand Gen
Demand Gen campaigns are designed to meet the needs of modern social marketers, integrating top-performing video and image assets across Google’s most visual platforms, including YouTube, YouTube Shorts, Discover, and Gmail. These platforms reach over 3 billion users monthly. Demand Gen’s new construction flow simplifies the process of incorporating these assets into Google Ads and allows previews before they run.
To make your campaigns more effective, consider utilizing lookalike segments that are based on your audience lists. Additionally, optimizing for conversions and using Maximize clicks bidding can help create campaigns that prompt the desired action at the most opportune moment. For example, offering discounts to existing customers or special promotions to new lookalike audiences. Early alpha testers, including Arcane, have reported success with Demand Gen.
