Google has integrated its most advanced AI model, called Gemini, into the Google Ads platform to improve advertising performance.
According to Shashi Thakur, vice president and general manager of Google Ads, this integration aims to make it easier to create ad campaigns and help ads better connect with what people are searching for online as search behavior evolves.
Gemini: A new frontier in ad creation
Gemini, which Google considers its leading AI technology, will now be used more widely in major Google products and services.
Gemini’s application to Google Ads is expected to be transformative, enabling more natural conversational interactions that will make it easier for users to create search advertising campaigns.
Thakur expressed enthusiasm for the progression, saying:
“We’ve been actively testing Gemini to further improve our advertising solutions. Additionally, we’re pleased to share that Gemini now powers the conversational experience. It’s the first of many Gemini integrations to come.”
The conversation tool combines the expertise of advertisers with Google’s AI capabilities. It starts with the advertiser’s website URL and uses AI to help create optimized search ad campaigns. AI generates relevant advertising content such as ad messages and keywords based on the site.
Beta access for advertisers
Google has released the beta version of its conversational ad creation tool for English-speaking advertisers in the US and UK. The company plans to make it available globally to all English-language advertisers in the coming weeks. Support for additional languages is expected.
Tests show improved quality with less effort
Preliminary testing with a few advertisers has shown that conversational interactions greatly improve the quality of search advertising campaigns while reducing the need for manual work. Ad strength, a measure that assesses the relevance, quality and diversity of ad copy, has been a key sign of this improvement.
Tom Foster, paid search manager at Page1, praised the new system:
“I found the conversational experience very easy to use. It has helped me create even more ‘Good’ or ‘Excellent’ high quality ads, which has further improved the performance of my campaigns “.
Upcoming features and responsible AI integration
Google is addressing the difficulty advertisers have in creating compelling display ads. Google plans to add an AI-powered tool to recommend images for campaigns. Advertisers will continue to choose the final images to match their goals.
To be transparent about AI-generated content, Google will mark these images with watermarks and invisible SynthID metadata. This identifies AI-made images in Google Ads.
Statistics show that small businesses that use conversational ad creation are 42% more likely to earn “Good” or “Excellent” ad strength scores. This is important because ad strength strongly predicts conversion rate. On average, conversions increase by 12% when ad strength goes from ‘Low’ to ‘Excellent’.
looking ahead
Google shares the industry’s optimism about AI’s potential to create new value for consumers and advertisers. However, Google aims to develop and deploy AI responsibly, according to the principles for ethical AI development that the company outlined in 2018.
Advertisers and industry observers are encouraged to monitor Google Ads for future AI-enabled updates. Google also offers educational AI resources and tools for those interested in learning more about AI technology and working with it today.
Featured Image: JLStock/Shutterstock
[ad_2]
Source link
