A non-profit professional organization, the Paid Search Association (PSA), hosted an “AMA” event with Google Ads affiliate Ginny Marvin.
Session via Slack allowed PSA members to ask Marvin anything related to paid search that was on their mind.
During the hour-long event and with more than 15 questions submitted, it was clear what was on everyone’s mind: AI and its role in PPC.
KLEVER, JumpFly and AdAlysis sponsored the event.
Tackling personal and business challenges with AI
The first question asked in the chat focused on business challenges:
One of the challenges when companies use AI-generated creative is legal claims and brand voice. What advice would you give to sellers and customers who can’t take advantage of these tools for legal reasons?
Marvin gave a thoughtful two-part answer to the question. First, he addressed how generative AI will be used in asset creation (previously covered in Google Marketing Live).
New conversational experience for creating search campaigns (activation). You can use natural language to prompt Google Ads for ideas to quickly generate relevant keywords, headlines, descriptions, images, and other assets.
The new asset creation flow in PMax quickly generates and curates high-quality text and image assets by simply entering your URL.
Auto-created assets (opt-in) to simplify and automate the generation of high-quality ads to meet your business goals.
He stated that Google is addressing legal and brand tone issues in several areas:
All generated AI-created assets pass the standard policy checks as manually-created assets. All AI-created assets are based on input from advertisers, including existing website content and ads. Advertisers can review, edit or remove automatically created assets in the top performing stream before publishing to ensure the right brand voice is reflected. Advertisers may review or remove any other type of automatically created asset at any time.
Another question was asked around AI, this time focused on the role of paid search practitioner:
For those who love paid search but see how fast AI is developing, should we worry that the paid search professional will one day cease to exist?
Marvin gave his opinion, emphasizing that his view has not changed much in his 15 years of research.
Marvin responded beyond the practitioner role:
Change has been the constant in this industry, and if you haven’t been open to learning, testing and evolving, you’ve risked being left behind. I think the big difference now is that the pace of change and progress in AI, and generative AI capabilities specifically, will be faster. Features like the conversational experience will help make it easier for businesses to launch effective campaigns tailored to their business goals. I believe that marketers and marketing teams will be able to reimagine their workflows and where they can work with AI to have the greatest impact on their or their clients’ businesses.
Bringing AI to User Experience
There are more questions around AI, specifically about practicing user experience with Google Ads.
A PSA member asked:
Will AI be integrated into Google Ads Editor? The UI version of the platform is not something that people can use at scale.
Marvin didn’t have any specific updates on the AI built into the Google Ads Editor tool. However, he noted that the conversational experience is in its early days coming to the UI.
Another advertiser asked this question about the Google Ads interface on June 13 announcement:
What is the new look and why are they doing it to the interface? Why is it only available for some accounts and not others?
Marvin reiterated the test of the Google Ads interface that began in March and reached a conclusion. The winning design is currently being rolled out to advertisers for the remainder of 2023.
Advertisers who have embraced the new experience may switch back and forth during the holiday season, noting that adapting to new interfaces takes time.
Other questions from advertisers
A myriad of other questions from advertisers came up throughout the hour. These include topics such as:
Dynamic Search Ads How Agency Teams Should Work Better The Best Part of Working for Google Ad Fraud
Summary
Ginny Marvin and the Paid Search Association provided a caring and respectful space for advertisers to ask for and receive honest and transparent topics.
These ongoing conversations make it clear that Google is listening to marketer feedback and making decisions accordingly.
A special thanks to the Paid search association to host the event, a Ginny Marvin to answer and attend to questions, as well as event sponsors.
Featured Image: DG-Studio/Shutterstock
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