And AI has reached Google Ads

  • Artificial Intelligence has arrived in Google Ads and promises to change the way we run our campaigns for the better.

  • We know we've been talking a lot about Artificial Intelligence lately, but that's because AI and eCommerce are becoming increasingly interconnected.
    Recently, we tried to give you a glimpse of what SEO will be like with SGE. Now, after the latest Google Marketing Live 2023 conference, we share some exciting news about the new AI-powered Google Ads.
  • Google Ads already used Artificial Intelligence, but you didn't know it

  • You might have known it, but what I mean is that it was happening unseeen to the user. Various features of the platform have been leveraging this technology for years to improve the performance of our campaigns, but it was more "passive."
    What are these features? Well, some widely used ones include smart bidding, which uses a set of machine learning-based bidding strategies, or the recent Performance Max campaigns, which use AI to fully automate the management of creatives and ad placements.
  • AI-driven Google Ads Campaigns

  • We're going to talk about the SEM equivalent of what we've been seeing in SEO for years with machine learning, BERT, or MUM. These are often imperceptible changes that have gradually led us to encounter a different tool that we interact with directly: Google Bard and SGE.
    Let's say they haven't given it a specific name, they simply refer to it as the incorporation of generative artificial intelligence into campaign creation.
  • How does it work?

  • Well, it works in a really simple way, and the best part is that it allows to modify and edit the results until they fully align with our strategy.
    The first thing you need to do is provide the system with the ad's destination URL. This is where the process begins because the AI scans the landing page, summarizes it, and extracts the main keywords that it will later use to generate ad headlines, descriptions, and even extensions like sitelinks.
  • We can accept all of this as is, modify it, or make detailed adjustments using a chat interface that allows us to give more precise instructions or clarify what we consider strategically relevant.
    In a way, what we're achieving is something halfway between manual campaigns and fully automated Performance Max campaigns. For those who want that extra level of control over their strategy and investment, it seems like an incredibly interesting solution.
    Of course, we can add other resources that are becoming increasingly important: images. Right now, we can already scan our domain or our social media accounts so that the AI can offer us a few photos to use. But the new Product Studio integrated into Merchant Center (Google Shopping) promises to revolutionize product image optimization.
    Integrated into the new Google Merchant Next platform, which promises to create a simplified yet even more powerful user experience, this Product Studio will use artificial intelligence on our own images in the following ways:
    • Adding custom scenes: Imagine that you want to change the context of your product images, for example, to adapt to seasonality. You can simply change the context using a chat and the corresponding prompt or instruction, going from a tropical background to a Christmas one in a matter of seconds.
    •  Removing backgrounds: This is the complete opposite of the previous option, as it allows to remove the background to make a more neutral photo. Of course, this can be done without the need for any image editor or prior knowledge.
    •  Increasing image resolution: This may seem like magic, but it's science. Have you ever wanted to use a photo but it was pixelated or low resolution? With Product Studio, you'll achieve more than acceptable results.
  • Google Merchant Next is going to do unimaginable things up until this point, such as automatically creating the product feed for our store using AI, eliminating the need to create it ourselves, which, frankly, is a tedious and cumbersome task.
  • Therefore, AI has arrived in Google Ads to make us more efficient and productive. It's not yet available for all markets, but we'll keep you informed promptly of any updates and the dates when all these exciting new features will be available.
  • What do you think about applying artificial intelligence to Google Ads? Are you going to try it out when it's released, or do you prefer to wait and see how it evolves? Let us know in the comments and on our social media.

  • Images | Unsplash, Google.

Laia Ordoñez

Laia Ordóñez is a copywriting & eCommerce content marketing expert. She is Content & Marketing Manager at DueHome, a copywriting & content independent advisor, and Oleoshop's blog's editor-in-chief.

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