Google Introduces the Gemini AI Model: Google has recently integrated its cutting-edge AI model, Gemini, into the Google Search Ads platform, aiming to enhance advertising performance. According to Shashi Thakur, VP and GM of Google Ads, the newly introduced conversational experience workflow facilitates the creation of superior Search campaigns through a chat-based interface.
Thakur explains that advertisers can leverage their expertise alongside Google AI by simply inputting their website URLs. The AI then assists in generating optimized Search campaigns, including relevant ad content, creatives, and keywords. The conversational experience is currently available in beta for advertisers in the US and UK, with a global rollout for all English-language advertisers expected in the coming weeks. Google also plans to extend access to other languages in the following months.
After testing the conversational experience with a select group of advertisers, Google observed that the AI significantly helped in building high-quality Search campaigns with reduced effort. The Ad Strength metric, which evaluates the relevance, quality, and diversity of ad copy, provided promising results, with small business advertisers showing a 42% higher likelihood of publishing campaigns with “Good” or “Excellent” Ad Strength.
Tom Foster, a paid search manager at Page1, praises the ease of use of the conversational experience, highlighting its role in creating high-quality ads with improved Ad Strength, ultimately boosting campaign performance.
Thakur acknowledges the challenge advertisers face in crafting impactful images for better performance and reveals that the conversational experience addresses this by incorporating generative AI to suggest campaign-specific images from advertisers’ landing pages.
In a related development, a blog from Google in May 2023 discussed advancements in generative AI, emphasizing its role in aiding advertisers in decision-making, problem-solving, and enhancing creativity. Jerry Dischler, vice president/general manager of Ads, also highlighted Google Ads’ commitment to privacy-first and AI-powered solutions, particularly in response to the phasing out of third-party cookies from Chrome.
The blog emphasized Google’s dedication to building user trust and mentioned ongoing efforts by the ads teams to test new privacy-preserving signals from the Privacy Sandbox. As third-party cookies are set to be phased out in the coming year, Google aims to provide advertisers with tools to reach relevant customers and measure results while prioritizing user privacy.
