Google Features New AI-Enabled Tools To Boost Ad Performance

Just some time ago, Google’s Search Ads Week started with the announcement of two new AI-enabled tools, “automatically created assets” and “new customer acquisition goal”, with the aim to boost the campaign performances of SEM campaigns and lead generation by means of connecting with potential consumers. The release is part of Google’s efforts to improve and upgrade the useability of Search Ads, just like their recent Account-Level Negative Keywords update.

Google automatically creates assets with AI

Google aims to promote the delivery of effective ads from advertisers to their consumers through several creative assets relevant to the ads. To enable the effective delivery of ads, Google now has an optional setting also known as “automatically created assets” that advertisers can turn on or off to generate new ad-related components depending on their existing landing page and assets.

In the past, advertisers were advised to provide unique headlines and descriptions for their responsive ads, striving to achieve an ad score of excellent. However, that can be challenging. As such, Google released this automatically created asset in last year’s Google Marketing Live. They have, however, made it available to English-speaking advertisers as an open beta.

This new AI-enabled tool allows responsive search ads to display to potential consumers the best combination of assets, such as landing pages. Together with this tool, Google will also roll out some improvements over the next couple of weeks:

• Automatically created assets take into account, inputs, such as keywords used in the ad headlines and description, to improve their search-related relevance.
• Ad Strength takes into account advertisers’ existing assets and automatically creates assets to determine the rating of the ad.
• Advertisers can remove any automatically created assets they prefer not to include in their ads.

Google has stated that this tool will also be released to other languages in the later part of the year.

New customer acquisition goal

For most brands and businesses, boosting traffic and interest from new customers is a crucial goal. To achieve so, brands and businesses need to know what they have to offer for revenue to increase. Hence, Google’s new customer acquisition goal tool was launched across the globe. Using AI, this tool enables marketers and advertisers to be able to have a consistent pool of new consumers through first-party data and Smart Bidding.

Google advises that advertisers and marketers pair this tool with bid strategies like maximising conversion value with a target ROAS to reach and prioritise high-value consumers. There are currently two settings with this tool:

• New customers only: Bid for new customers only. However, it only works if you have an eligible audience segment of minimally 1,000 active members.
• Value new customers: Bid higher for new customers than for existing customers. The advertiser has to enter an additional value for new customers.

Should every advertiser and marketer utilise these two new tools?

As with every automation feature that Google launches, such as Google Bard, there is no need to immediately jump on board and start using them or engage SEM services.

While everyone always embraces and welcome the idea of using AI-enabled tools – advertisers and marketers are usually not too fond of automatically creating assets and removing them if irrelevant. Instead, advertisers and marketers would prefer if Google suggests those additions, so we can then have the option to add them in if we find them appropriate.

That being said, we are sure that Google will keep on improving their tools and services, making things easier for SEO services providers and advertisers in the expansion of its customer base. It is still too early to determine if it will work well, but it is definitely something we will be using for our clients!