Mountain View, Calif. Tuesday, January 30, 2024 – Google on January 23 announced that it would incorporate AI capabilities within the Google Ads platform, which is a conversational tool powered by its large language model, Gemini. 1
It said the move aimed to simplify and personalize ad creation for businesses of all sizes.
Dubbed the “conversational experience,” the new feature is expected to use Gemini’s natural language processing abilities to guide users through the ad creation process.
Businesses can now make their custom ad content, keywords, and targeting parameters just by engaging with Gemini.
“Our data shows that small business advertisers that use the conversational experience in Google Ads are 42% more likely to publish Search campaigns with “Good” or “Excellent” Ad Strength,” Google said in it Blog.Google. 2
Reports say early beta testing as showing promising results, with a reported increase in the quality and relevance of ad campaigns built using the conversational tool.
Businesses also noted a reduction in the time and effort spent on creating ads.
Despite the potential benefits, some experts caution that AI-driven ad creation and campaign creation could raise concerns about transparency and control.
They say the reliance on unknown algorithms could make it difficult for businesses to understand why certain ad selections are made, limiting their control of campaigns.
Google, however, emphasizes the transparency features built into the conversational experience.
It says users can access all underlying data and logic behind the AI’s recommendations, allowing them to retain control over their ad strategies.
“The impact of generative AI on Google and the advertising market is expected to be significant. An estimated 84% of queries on Google Search will be boosted by generative AI, eventually impacting more than $40 billion per year in ad revenue, according to data that marketing platform BrightEdge shared with Marketing Dive. Healthcare, e-commerce, and B2B technology industries are estimated to be impacted the most by the technology,” a report on Yahoo Finance said. 3
- AI-Driven Ad Creation: https://blog.google/products/ads-commerce/put-google-ai-to-work-with-search-ads/[↩]
- AI-Driven Ad Creation: https://blog.google/products/ads-commerce/put-google-ai-to-work-with-search-ads/#footnote-1[↩]
- Finance Yahoo: https://finance.yahoo.com/news/marketers-expect-google-rolls-conversational-110000492.html[↩]
