During the Google Marketing Live event, Google revealed its plans to utilize generative AI in order to enhance the relevance of Search ads based on the context of a user’s query. Previously, Google introduced automatically created assets (ACA) for Search ads, which used content from landing pages and existing ads to generate headlines and descriptions.
In the near future, Google will further improve ACA by integrating generative AI, enabling more effective creation and adaptation of Search ads based on query context. For instance, if a user searches for “skin care for dry sensitive skin,” the AI can generate a new headline, such as “Soothe Your Dry, Sensitive Skin,” by utilizing content from a company’s landing page and existing ads. This update aims to enhance the ad relevance of brands in Search results and potentially increase click-through rates.
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Additionally, Google announced a new conversational experience within Google Ads, designed to simplify the creation of Search ads. By providing a preferred landing page, Google AI will summarize the page and generate relevant keywords, headlines, descriptions, images, and other campaign assets. Users can review and modify these suggestions before deploying them, effectively utilizing AI to optimize campaign performance.
Another announcement made at the event was the introduction of Product Studio, a tool that leverages generative AI to help merchants create product imagery. With Product Studio, merchants can generate new product visuals without the need for expensive photoshoots, enabling them to highlight specific product variations or create custom images based on their preferences. This allows merchants to extract more value from their existing images and enhance their marketing efforts.
In summary, Google is expanding the use of generative AI in various aspects of its advertising ecosystem, aiming to improve ad relevance, simplify campaign creation, and provide cost-effective solutions for merchants to enhance their product imagery.