Google announced at its Marketing Live event that it will be using generative AI to improve the relevancy of Search ads based on the context of a query.
Google AI Boosts Search Ads
Google is developing generative AI to enhance Automatically Created Assets (ACA) and improve the generation and adaptation of Search ads in response to specific queries. If a user types “skin care for dry sensitive skin“, an AI system might use information from the company’s website and ads to create a new headline like “Soothe Your Dry, Sensitive Skin“. According to Google, this change would increase the usefulness of brand advertisements in SERPs.
Google’s attention has been drawn to the headlines that accompany the first several “Sponsored” items displayed on the search engine’s results page. These are fairly ordinary headlines that are slightly relevant to your search. In the future, these headings will adapt themselves to your search terms in an effort to increase the number of times your ad is clicked.
Google will launch a new conversational feature in their advertisements, which will use natural language to help users create campaigns and understand how to use Search ads more easily.