Bill Gates predicts that given the drastic jump in AI use, top AI agents will replace search and shopping sites. He says, “You’ll never go to a Search site again. You’ll never go to Amazon.” Bill Gates suggests that AI could completely reinvent how we search and shop online. He warns that it could make the way we use the internet now obsolete. If we see drastic changes in how we search and shop, it is only a matter of time before we have to adapt and change how we advertise. Google’s next step in AI is experimenting with generative AI tools that assist with your Google ads campaign creation.
Artificial Intelligence (AI) has become a prominent resource for people all over the world. With the booming popularity of AI tools available, it only makes sense that marketers would need to be on top of AI. In order to market to users who are familiar with and use AI-powered systems, we need to include artificial intelligence in our strategies to keep up. If you don’t stay ahead of your audience, you risk losing potential customers and missing the mark with your target audience. Let’s take a look at how Google is experimenting with using generative AI to help advertisers create ads.
Google Ad Campaigns
Let’s take a step back and look at what Google Ads are and how they work without AI integration. Google Ads is a pay-per-click (PPC) advertising platform that enables companies to have their advertisements appear on Google Search and other websites. Your ad can be at the top of the search results page when someone searches for a keyword associated with your company. You only pay when someone clicks on your advertisement, so you know that your marketing dollars are being used wisely.
You can make sure that your advertisements are seen by the people who are most likely to be interested in your goods or services by using Google advertisements’ numerous targeting options. Location, demographics, interests, and even prior search history can all be used to target your adverts.
The Addition of Generative AI to Google Ads
Google announced on May 23, on its Ads & Commerce blog, “Today at Google Marketing Live, we’re sharing how new generative AI advancements will bring AI front and center, making it the best tool in your marketing toolkit — helping you make decisions, solve problems and enhance your creativity.” (Dischler, 2023).
So how does AI work with Google Ads? You start by adding the landing page for the ad. It then creates headlines, keywords, descriptions, and even images that are relevant and effective for your campaign. The suggestions can be edited or tailored based on your preferences. When you feel stuck or simply want to improve your marketing efforts, you can now turn to AI for assistance.
How AI Will Enhance Ad Creation
AI is being used in a variety of ways by Google Ads to enhance the effectiveness of its marketing operations. Here are a few features it will assist with:
Smart bidding: To increase conversions or return on ad spend (ROAS), Smart Bidding employs machine learning to automatically determine bids for your adverts. Because you don’t have to manually alter your bids, this can save you time and money.
Automated ad creation: Using your keywords and ad copy, Google Ads may generate ads for your campaigns automatically. You can save time and work by not having to write your advertisements.
Ad extensions: Ad extensions are extra details that can be added to your adverts, such as your contact information (phone, address, hours of operation, etc.). Based on the information from your website, Google Ads can produce ad extensions for your campaigns automatically.
Different keyword match: Categories are available in Google Ads, and they govern how closely your ads correspond to search terms. The match types that work best for your campaigns are chosen using machine learning.
Negative keyword: Negative keywords are words or phrases that you don’t want your advertisements to appear for. Based on your search history, Google Ads might automatically recommend negative keywords for your campaigns.
Reporting: Google Ads offers a thorough analysis of the effectiveness of your campaigns.
Google Search
The idea of using generative AI in search and search ads is to better align search results with the query. This idea is a huge part of Google’s algorithm, so understanding the changes we need to make as marketers is crucial in maintaining a successful website and ad campaigns. AI Search ads will use the content and information you’ve given to Google to alter headlines and descriptions to best fit each search query. This is huge for advertisers and Google users. It offers a more seamless and personalized search experience, while also allowing advertisers to tailor their ads for a variety of audiences.
AI’s Impact on Current Ads Tools
Last year, the idea of automatically created assets, also referred to as ACA was added for Search ads. This system used content from previous ads and landing pages to generate headlines and descriptions for new ads. Soon, AI will be added to ACA to enhance its current capabilities.
Another important player in this transition is Google’s Performance Max campaigns. If you are unfamiliar with Performance Max, it is goal based campaign type powered by AI. According to Google’s President and General Manager of Ads, Jerry Dischler, “advertisers who used Performance Max achieved on average over 18% more conversions at a similar cost per action.” While Performance Max and ACA are already popular tools that have proven to get results, incorporating AI will take them to a new level that other advertisers may not be able to compete with.
What Are Some Advertisers Concerned About?
While many see this new advancement’s potential, others have concerns. Generative AI systems are not perfect. They often have errors or replicate biases found in their training. It brings up the possibility that there could be errors within your ad campaigns. Google reassures users that the system is reliable, and their ads are in good hands. Despite their strong support of their AI systems, there is not enough data yet to indicate a flawless application is possible. So although AI is an advanced tool, it still requires human oversight to ensure the message and targeting align with marketing goals.
Using AI-Powered Google Ads for Business
The following are a few advantages of employing Google Ads:
- Reach new clients: Google Ads can assist you in reaching new clients who are already interested in your services.
- Boost brand recognition: Google Ads may assist you in boosting brand recognition by showing your advertisements to people who are looking for similar goods or services to yours.
- Lead generation: By sending visitors to your website or landing page, Google Ads can assist you in generating leads.
- Increase sales: Google Ads can assist you in increasing sales by motivating consumers to click on your advertisements and buy your goods or services.
Tips for Effective Ad Campaigns
- Select the appropriate keywords.
- Create persuasive advertising copy.
- Create a budget for your campaigns.
- Monitor your progress.
These are a few of the recommended components to consider when organizing an effective and successful ad. Now, with generative AI, these components are handled for you. Your content, ideas, and business information are used as a foundation for AI. What once were tips we needed to create an ad campaign are now outlines of what AI is doing for us. It may seem like you can throw your information in and call it a day, but there is more to it. These guidelines or tips help us understand the most effective ways to communicate with AI. So, while working with AI is not a direct science, knowing how to use it strategically will put you ahead of other advertisers.
What This Means for Your Business
Google Ads’ use of AI can be advantageous for advertisers in several ways, including:
Better targeting: By comprehending the audience and their interests, AI can assist advertisers in better targeting their adverts. By doing this, you can make sure that your adverts are seen by the individuals who will likely be interested in them.
Efficiency gain: AI can assist marketers in automating processes like keyword research, ad production, and bidding. By doing so, advertisers may concentrate on other areas of their businesses while also saving time and money.
Better outcomes: By optimizing for conversions, clicks, and other metrics, AI can assist advertisers in enhancing the performance of their campaigns. Increased revenue, leads, and brand recognition may result from this.
Final Thoughts
The way we search, the way we advertise, and the way we understand people are changing right in front of our eyes. Artificial intelligence is opening doors and opportunities we never could have imagined. It’s essential that we as marketers and advertisers, learn and adapt to the changing technology to stay competitive and stay relevant. Google Ads and generative AI are still in the experimental phase. However, current information and features indicate the potential this system has to completely alter the way we think about advertising. Have you tried Google’s AI-powered Ads?