At a Google Marketing Live event yesterday, Google announced that it will use generative AI to improve the relevance of search ads based on the context of user queries.
Google launched the Automatic Creation of Material (ACA) feature for search ads, which can use the content of landing pages and existing ads to generate titles and descriptions. Soon, Google will augment the ACA feature with generative artificial intelligence, enabling search ads to be created and adjusted more effectively to the context of a user’s query. For example, if a person searches for “skin care products for dry, sensitive skin,” the AI can use a company’s landing page and the content of an existing ad to create a new headline that more closely matches the query, such as “soothes your dry, sensitive skin. Google said the update will improve the relevance of brands’ ads in search results. By headlines, Google means those that appear in the first few “sponsored” links on the search results page. These headlines are currently more standard and have some relation to your search query. In the future, these headlines will automatically change based on your query, which will help brands get higher click-through rates for their ads.
Google also announced that it will introduce a new natural language conversational experience in Google Ads that aims to simplify the creation and use of search ads. In a blog post, Google explained, “Simply add a favorite landing page on your website and Google AI will extract a summary of it. It then generates relevant and effective keywords, titles, descriptions, images and other material for your campaign. You can view and easily edit these suggestions prior to deployment.”
In addition, Google announced Product Studio, a new tool that lets merchants easily create product images using generative artificial intelligence. Google said Product Studio lets merchants create product images for free and get more value from the images they already have, allowing them to create new images without adding the cost of a new shoot. For example, a skin care company could highlight a seasonal version of a product by requesting a product image “surrounded by peaches with tropical plants in the background.
