AI in Google Ads
Google is constantly expanding its advertising tools making it easier and easier to create effective creatives. The use of artificial intelligence to create creatives is another step in the expansion of Google Ads.
Advertising texts prepared by AI
Artificial intelligence (AI) has been conquering the online content creation market for some time now. There are already tools capable of preparing coherent and factually correct textual materials. Similarly, the case is with graphics created by AI whose quality is getting higher and higher. The use of AI to create short advertising texts is already the norm in many companies. Consistent content, the use of preset keywords and the ability to quickly create multiple versions of a text are assets that speak for supporting one’s work with solutions offered by artificial intelligence. Keep in mind, however, that we are talking about supporting, not replacing. Despite the many positives, it is still a good idea to check the prepared materials for style and content.
What does the content prepared by AI look like?
Here is a sample paragraph prepared by artificial intelligence:
“An example of content created by artificial intelligence can be Google ads automatically generated based on user information. Thanks to AI’s advanced algorithms, the ad can be targeted to the right audience and tailored to their preferences, which increases its effectiveness. AI-generated text is usually very accurate and consistent, and its statements are tailored to the specific needs and behaviors of the target audience. As a result, the content is more compelling and more effective in reaching the right audience. In this way, AI helps companies generate personalized advertising content, which increases the effectiveness of marketing campaigns and improves sales results.”
How accurately and legibly this has been prepared you can judge for yourself.
Effectiveness of Google Ads creatives
Google is currently studying the effectiveness of AI in creatives created in English. Ad creatives created automatically by artificial intelligence based on prepared materials is a solution for people who may have trouble preparing advertising content on their own. With the appropriate setting of flexible creations, the automaton, using the uploaded materials and content, will prepare the texts of ads for broadcast on its own. In addition, making use of the content on the landing page, it can adjust the content of the creative to the context of the page itself.
Increasing effective reach in Google Ads
Will this solution have a positive effect? Better matching of creatives to the query in Google search results has always helped improve the effectiveness of advertising campaigns. If we have an improved chain “query -> ad creative -> landing page” campaign results should improve. During tests conducted on the beta version of this solution, 2% more conversions were obtained. According to the data published by Google, one of the tested companies using this option in the “New Customer Acquisition” strategy with proper ROAS adjustment was able to increase the number of new customers by 73%. This increase translated into a 36% increase in revenue.
Will artificial intelligence in advertising work?
In the version currently operating in English language campaigns, this solution works well. Probably we will not have a preview of all prepared combinations of advertising materials, however, it can be assumed that there will be some errors especially if we work in Polish. However, if the work with AI translates into a real result then I suspect you can turn a blind eye to them. In the case of operations in Polish, we will have to wait a while, but despite some controversy and the need to control the message, with time we will have to get used to the new solution that Google Ads will give us.
