And AI has reached Google Ads

We know we've been talking a lot about Artificial Intelligence lately, but that's because AI and eCommerce are becoming increasingly interconnected.

 

Recently, we tried to give you a glimpse of what SEO will be like with SGE. Now, after the latest Google Marketing Live 2023 conference, we share some exciting news about the new AI-powered Google Ads.

You might have known it, but what I mean is that it was happening unseeen to the user. Various features of the platform have been leveraging this technology for years to improve the performance of our campaigns, but it was more "passive."

 

What are these features? Well, some widely used ones include smart bidding, which uses a set of machine learning-based bidding strategies, or the recent Performance Max campaigns, which use AI to fully automate the management of creatives and ad placements.

We're going to talk about the SEM equivalent of what we've been seeing in SEO for years with machine learning, BERT, or MUM. These are often imperceptible changes that have gradually led us to encounter a different tool that we interact with directly: Google Bard and SGE.

 

Let's say they haven't given it a specific name, they simply refer to it as the incorporation of generative artificial intelligence into campaign creation.

Well, it works in a really simple way, and the best part is that it allows to modify and edit the results until they fully align with our strategy.

 

The first thing you need to do is provide the system with the ad's destination URL. This is where the process begins because the AI scans the landing page, summarizes it, and extracts the main keywords that it will later use to generate ad headlines, descriptions, and even extensions like sitelinks.

We can accept all of this as is, modify it, or make detailed adjustments using a chat interface that allows us to give more precise instructions or clarify what we consider strategically relevant.

 

In a way, what we're achieving is something halfway between manual campaigns and fully automated Performance Max campaigns. For those who want that extra level of control over their strategy and investment, it seems like an incredibly interesting solution.

 

Of course, we can add other resources that are becoming increasingly important: images. Right now, we can already scan our domain or our social media accounts so that the AI can offer us a few photos to use. But the new Product Studio integrated into Merchant Center (Google Shopping) promises to revolutionize product image optimization.

 

Integrated into the new Google Merchant Next platform, which promises to create a simplified yet even more powerful user experience, this Product Studio will use artificial intelligence on our own images in the following ways: