Google has recently innovated its Google Ads platform by introducing conversational artificial intelligence experiences, promising to make the creation of advertising campaigns faster and more intuitive.
With the introduction of conversational prompts, marketers can now develop advertising campaigns more efficiently.
Beta access to the conversational experience in Google Ads is currently available to English-speaking advertisers in the United States and the United Kingdom.
A global rollout to all English-speaking advertisers is expected in the coming weeks.
This new workflow, based on a chat experience, is designed to assist marketers in building campaigns. In theory, all that is needed is a website URL, and Google’s AI will start creating optimized search campaigns with relevant advertising content, including creative elements and keywords.
Advertising is becoming more visual and, as stated by Shashi Thakur, Vice President and General Manager of Google Ads, “we have heard from advertisers that it can be challenging to create engaging images that drive performance.
That’s why we designed the conversational experience to suggest images tailored to your campaign using generative AI and images from your landing page.” This capability will be added in the coming months. Advertisers will have the opportunity to approve all assets, including images, before the campaign is launched.
All images created with generative AI in Google Ads, including the conversational experience, will be identified as such. Google will use SynthID to invisibly watermark these images, which will also include open standard metadata to indicate that they were generated by AI.
Advertisers will retain the ability to approve everything before the launch of campaigns. During tests, Google observed that this helps marketers build higher quality search campaigns with less effort.
Tom Foster, a paid search manager at Page1, found the conversational experience “very easy to use”, stating that it helped create high-quality ads, further improving the performance of his campaigns.
Google has been implementing artificial intelligence in its suite of tools for some time. In October, it introduced AI creation for Demand Gen Ads and ad creatives, continuing to position itself as a leader in technological innovation in the field of online advertising.
