Google recently announced new tools to improve the performance of search ads using artificial intelligence (AI).
For companies to connect with their target audience, monitoring the changing trends in search and consumer behavior is crucial.
To help marketers achieve better results with search campaigns, Google Ads is making several changes to promote greater creativity and improve performance.
Create new assets with Google’s artificial intelligence
One of the new tools in Google Ads is the automatic generation of ad assets using Google’s artificial intelligence.
Google strives to ensure that the best ad is delivered to the right person at the right time, which can be achieved through a wide range of relevant creative assets.
However, it can be difficult to develop additional titles and descriptions.
To address this issue, Google introduced automatically generated assets at last year’s Google Marketing Live event.
This feature allows responsive search ads to display the most relevant combinations of assets, which include new assets generated based on the unique context of the ad, such as a landing page.
Now, the automatically generated assets in English are available to all advertisers as an open beta. Early adopters see a 2% increase in conversions at a comparable cost per conversion among ad groups with responsive search ads.
Additionally, this update includes the following changes:
- Ad strength will automatically consider established and existing assets when determining rating.
- The automatically generated assets will use the input provided, such as keywords, to customize headlines and improve their relevance to the query.
- Any automatically generated assets that you prefer not to include in your ads can be removed.
The goal of acquiring new customers
Google has introduced a new customer acquisition target for global search campaigns.
This feature enables marketers to easily create a consistent pipeline of new customers through the use of Smart Bidding and first-party data.
By combining the goal of new customer acquisition with bid strategies such as “maximize conversion value with target ROAS,” marketers can prioritize and discover new customers who are more valuable to their business.
The goal of new customer acquisition is in the following two modes:
- New customer valueOffer a higher price to new customers than to existing customers.
- New customers onlyBidding for new customers only.
In summary
New Google Ads features can benefit marketers’ automatically generated assets and customer acquisition goals by boosting the relevance of their ads, connecting them with new customers, and ultimately boosting campaign performance.
These updates are scheduled to be released in the coming weeks.
Featured image: Camilo Concha/Shutterstock
source: Google
