Let Google AI empower search ads

作者：Shashi Thakur

Google Ads（Search Ads & Ads on Google Experiences）副总裁/总经理

From improving campaign creation to improving ad effectiveness in the ever-evolving user search experience, generative AI can empower advertisers. Last year, we announced a new era of AI-powered advertising, along with a commitment to ensure advertisers have the opportunity to reach potential customers along the search journey. Today, we will share the progress that has been made in this regard.

Through conversational approaches empowered by Gemini

Create better Search campaigns

As we announced last month, over the next few months, we'll be rolling out our largest and most powerful AI model, Gemini, to more of Google's core products, including Google Ads. We've been actively testing Gemini to further enhance Google's advertising solutions. Today, we're excited to share that Gemini is already powering conversational experiences in Google Ads. This development kicks off a number of Gemini integrations to come.

Advertisers in the US and UK who speak the English language can now use the beta version of the conversational experience in Google Ads. Over the next few weeks, it will begin to gradually become available globally to all advertisers who speak the English language. We're excited to be opening up access to more languages in the coming months, and we'd love to hear from you.

The conversational experience's flow is designed to help you create better Search campaigns in a chat-based way. It combines your expertise with Google AI. To get started, simply add your website's URL and Google AI will generate relevant creatives, including creatives, keywords, and more, to help you create optimized Search campaigns.

Over the past few months, we've been testing this conversational experience with a small group of advertisers. We've observed that this feature makes it easier for them to create better Search campaigns. To measure this, we take a number of approaches, and the Ad Strength Metric is one of them. This metric measures the relevance, quality, and diversity of ad copy, and gives a rating from "poor" to "excellent".

"I've found the conversational experience to be very easy to use, and it's helped me create more high-quality ads with an Ad Strength score of 'Good' or 'Excellent', which has further improved the performance of my campaigns. ”

— Tom Foster, Paid Search Manager, Page1

As the search experience becomes more visual, we've heard from some advertisers that it's not easy to create compelling images that improve performance. That's why we've designed this conversational experience to use generative AI and images from your landing page to provide tailored image suggestions for your campaign. This feature will be added to the product in the coming months. Advertisers need to approve assets, including images, before the campaign can be published.

All images created by generative AI in Google Ads, including conversational experiences, are labeled as AI-generated. We use SynthID to add a hidden watermark to these images, and the images also include open-standard metadata to indicate that the images were AI-generated.

The conversational experience in Google Ads lets you chat a way

to create better performing ads

Our data shows that small business advertisers who use conversational experiences in Google Ads are 42% more likely to post Search campaigns with an Ad Strength score of "Good" or "Excellent". 1 This is extremely important as we have found a strong correlation between ad strength and conversions. For example, advertisers who increased the ad strength of a responsive search ad from "Poor" to "Excellent" saw an average increase of 12% in conversions. 2

Advance AI in a bold and responsible way

Like the industry as a whole, we're passionate about the potential of AI to bring value to consumers and advertisers alike. With the rapid evolution of AI, new use cases and opportunities are emerging. That's why we believe AI will continue to make our products even more useful.

As we continue to explore the possibilities of AI, we will continue to develop and apply this new technology responsibly. We believe that the best way to do this is to stick to the AI principles established by Google in 2018.

Stay tuned for more new AI-powered features for Google Ads in the coming year.

1 Source: Google internal data, Global, Search campaigns published in English using conversational experiences in Google Ads vs. Search campaigns published in English without this experience, 21 August 2023 - 22 October 2023

2 Source: Google internal data