In a recent blog post, Shashi Thakur, the Vice President and General Manager of Google Ads, revealed the integration of Gemini, an advanced AI model, into the Google Search Ads platform. This move aims to revolutionise advertising performance by introducing a conversational experience workflow designed to assist advertisers in crafting more effective Search campaigns.
What is a Conversational Experience Workflow?
Shashi Thakur in the blog post explained that the conversational experience smoothens the campaign creation process by leveraging Google AI. Advertisers will simply have to input their website URL, and the AI will assist in generating optimised Search campaigns, including relevant ad content, creatives, and keywords. This innovative feature aims to combine advertisers’ expertise with the power of AI.
The Beta Access Stage
Currently, the beta access to the conversational experience in Google Ads is open to advertisers in the United States and the United Kingdom. A global rollout for all English-language advertisers is on the horizon, set to commence in the coming weeks. Furthermore, Google plans to extend access to advertisers in other languages in the upcoming months as well.
Success Metrics
The conversational experience has undergone testing with a select group of advertisers over the past few months. Google observed that AI significantly aided in building high-quality search campaigns with reduced effort. Advertisers can measure the effectiveness of their campaigns through a metric called Ad Strength, which evaluates the relevance, quality, and diversity of ad copy, providing a score ranging from ‘Incomplete’ to ‘Excellent.’
User Testimonials and Feedback
Responding to feedback from advertisers struggling with crafting impactful images, the Google Ads team incorporated generative AI into the conversational experience. This feature suggests campaign-specific images sourced from advertisers’ landing pages, addressing the challenge of visual content creation.
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Addressing Privacy Concerns
In a related development from May 23, 2023, Google shared insights into generative AI advancements, emphasising its role in assisting advertisers in decision-making, problem-solving, and enhancing creativity. It stressed the importance of building user trust and privacy in the ad-supported internet landscape. As third-party cookies phase out of Chrome, Google Ads teams are actively testing privacy-preserving signals from the Privacy Sandbox to maintain the relevance of ads and measure results.
Google’s integration of Gemini AI into the Search Ads platform, coupled with the conversational experience workflow, aims to empower advertisers with enhanced campaign creation, optimisation, and performance evaluation. The use of generative AI further addresses challenges in image creation, while it emphasises its commitment to privacy-first and AI-powered solutions amid evolving internet advertising landscapes.
