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The digital advertising landscape is undergoing a radical transformation as artificial intelligence (AI) takes on an increasingly prominent role. Google Ads, one of the leading advertising platforms, is leading this revolution, introducing innovative features powered by generative AI that promise to redefine the way advertisers engage with their audiences and optimize ad performance. In this article, we’ll discuss AI in Google Ads and how it can make a difference in online campaigns.
Automatically Created Assets and the evolution of creativity
One of the pillars of this revolution is the “Automatically Created Assets” functionality. Through the advanced use of natural language models, Generative AI makes it possible to automatically create ads and interactive chat content.
When analyzing a website page indicated by the brand, the artificial intelligence in the Google Ads automatically generates ad descriptions and headlines, matching them with keywords relevant to products and services. Additionally, AI suggests complementary images to visually enrich ads.
By combining AI with relevant data, this approach promises to create ads that are more aligned with a brand’s value proposition and consumers’ interests. The result is a more personalized and engaging experience for the target audience.
The impact on ad performance and user experience
In addition to automated creation, AI in Google Ads is being applied to intelligently optimize ad performance. Google recognizes the importance of showing the right ad to the right person at the right time. To achieve this, AI is used to evaluate a wide range of creative assets, ensuring the search experience is more relevant and engaging.
Dynamic Search Ads are a tangible example of this. Based on the unique context of the ad and landing page, AI determines the best combinations of assets to display. This translates into a more coherent and personalized experience for users.
Improved effectiveness with contextual intelligence
AI also contributes to the effectiveness of ads by considering both automatically created and existing assets when determining ad ranking. Based on data provided by advertisers, such as keywords, AI personalizes headlines and improves their relevance to the user’s query, constantly seeking to optimize performance.
Additionally, advertisers have the flexibility to remove automatically created features that may not fit their strategy.
Artificial Intelligence in Google Ads and Creativity: The Power of Collaboration
Jeff Harrel, Google’s senior director of shopping, said that visual quality in ads is essential to optimize search results and ad performance. The AI-powered Product Studio functionality demonstrates Google’s commitment to combining creativity and technology to enhance images and reduce production costs.
AI's ability to create background scenes, alter backgrounds, and enhance image quality by adding pixels reflects the potential for human-machine collaboration to produce exceptional results.
Google continues to demonstrate its leadership in integrating AI into its solutions, as illustrated by the advancements announced at Google I/O 2023. The expansion of the company’s AI platform Bard to 180 countries is a testament to Google’s commitment to making AI accessible globally.
As the industry embraces this shift in consumer behavior and the innovations it enables, digital marketing and the world as a whole are opening up to extraordinary opportunities. Generative AI is paving the way for more personalized, engaging, and effective advertising. The future of digital advertising is exciting as brands embrace this technological revolution.
A More Global and Personalized Future
Google is committed to expanding the reach of these features even further. Initial data is encouraging, with early adopters of the automatically created features for titles and descriptions seeing a 2% increase in conversions. The availability of the English beta is just the beginning, as Google plans to roll out these features to additional languages by the end of the year.
The emergence of AI in Google Ads is reshaping the digital advertising landscape. The combination of human creativity and AI efficiency is leading to more relevant, engaging, and effective campaigns. As advertisers explore and leverage these innovations, they have the opportunity to create deeper connections with their audiences and achieve exceptional results in the online advertising landscape.
Image: Freepik
Marcel Castilho is a specialist in digital marketing, neuromarketing, neuroscience, mindfulness and positive psychology. In addition to being an advertiser, he also has a Master's degree in Neurolinguistic Programming. He is the founder and owner of Vero Comunicação and also the digital agency Vero Contents.
