In an effort to increase the relevance of search advertising, Google plans to use the technology of generative artificial intelligence. This development was announced at the Google Marketing Live event, reports TechCrunch. Last year, Google already introduced automatically generated assets (ACA) for search ads, a feature that uses the content of landing pages and existing ads to formulate headlines and descriptions.
An upcoming update promises to expand ACA’s capabilities by using generative artificial intelligence to create and tailor search ads in a more contextual way. For example, if a user types in “skin care for dry sensitive skin,” AI uses the content of the company’s landing page and existing ads to generate a headline like “Soothe Your Dry, Sensitive Skin,” thereby increasing relevance to the search query. According to Google, this improvement is expected to increase the relevance of brand ads in search results.
These are the headings that appear next to the initial “Sponsored” posts on the search results page, which now have a standard format and are somehow related to the search query. In the future, these headlines will automatically adjust to the query, potentially leading to more clicks on brand ads.
In addition, Google announced the introduction of a new conversational mode in Google Ads that uses natural language. This feature aims to simplify search ads and speed up campaign creation. Google’s artificial intelligence will summarize the selected landing page from the advertiser’s website, generate relevant keywords, titles, descriptions, images and other resources for the campaign.
At the same event, Google introduced its new tool, Product Studio, designed to allow sellers to create product images using generative AI. Google suggests that this tool will allow stores to get more out of existing images and create new ones without the expense of additional photo shoots. For example, a skin care company wishing to introduce a seasonal product could generate an image of the product “surrounded by peaches and tropical plants in the background”, thus eliminating the need for a new photo shoot.