Google looks to generative AI ads as it amps capabilities

Google Search ads will soon use generative AI to curate ads that are of increasing relevance to a user’s queries as it adapts to the rapidly changing ad industry. 

At its Google Marketing Live event yesterday, Google announced that it will begin implementing generative AI to enhance and adapt search ads based on the context of the query. This will build on Google’s existing search ad engine, which already has an established foundation with the execution of automatically created assets (ACA) for search ads a year ago.

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ACA’s are an opt-in, campaign-level setting and enabling this will generate additional assets such as headlines and descriptions to be used in combination with the assets an advertiser inputs for their responsive search ads.

The improved ad system came about as a result of talks Google had with businesses who noted that it can sometimes feel "overwhelming" to get up and running with a new campaign. 

"Today, we're introducing a new, natural-language conversational experience within Google Ads, designed to jumpstart campaign creation and simplify Search ads by combining your expertise with Google AI," wrote Jerry Dischler, the vice president and general manager of Google in an official blog post.

Simply add a preferred landing page from your website and Google AI will summarise the page, he explained. The new system will then generate relevant and effective keywords, headlines, descriptions, images and other assets for your campaign. You can review and easily edit these suggestions before deploying your campaign.

“For example, with a search for 'skin care for dry sensitive skin’, AI can use content from your landing page and existing ads to create a new headline that aligns even more closely with the query, such as “Sooth your dry, sensitive skin,” explained Dischler.

“This helps you improve ad relevance while staying true to your brand,” he added.

This comes as Google attempts to catch up to some of its tech competitors in the market with regards to the use of AI. Just this February, Microsoft launched a new version of its search engine Bing in Beta, and web browser Edge powered by an upgraded version of the AI technology that powers OpenAI’s chatbot, ChatGPT. Google subsequently unveiled its own artificial intelligence (AI) chatbot, Bard, in a direct hit back against the widely-popular and Microsoft-backed ChatGPT that was created by OpenAI.

With the new, revamped Bing, Microsoft says users will see improved search results, more complete and summarised answers to questions and a new interactive chat feature to refine searches. Users will also be able to get Bing to generate content for them to help them write emails, generate an itinerary, prep for a job interview and more. Microsoft Edge has also been updates with new AI capabilities and a new look. Consumers can now use the chat and compose features from the browser to summarise lengthy reports, ask for comparisons to competing company financials and compose a LinkedIn post.

Following this news, Google subsequently unveiled its own artificial intelligence (AI) chatbot, Bard, in a direct hit back against the widely-popular and Microsoft-backed ChatGPT that was created by OpenAI.

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