Soon, Google will be integrating generative artificial intelligence (AI) into its advertising business.
Incorporating AI into Performance Max
This product release will allow Google to use AI to generate unique ads by “remixing” materials provided by marketers. This new AI technology will be integrated into Performance Max, using an algorithm to determine ad placement, budget allocation, and ad copy creation.
Financial Times was able to obtain the internal presentation, titled “AI-powered ads 2023.” It detailed how generative AI opens new possibilities for innovation. Google already has AI in its advertising to create simple prompts that encourage users to make purchases. However, the integration of generative AI will allow for the creation of more advanced campaigns – like those made by marketing agencies.
How Does it Work?
It sounds like a straightforward process. Advertisers will be able to submit creative content such as images, videos, and text related to a campaign. Google’s AI will then “remix” the content to create ads that target specific audiences and meet objectives (i.e.: sales targets).
Is this a good thing? That depends on who you ask. An individual that saw the presentation was quoted to have raised concerns that the tool could bend the truth or provide inaccurate results. As you may recall, AI isn’t always accurate or truthful in its response. Remember the Bard demo fail? It incorrectly made a factual error about the James Webb Space Telescope.
While this generative AI is an exciting feature, there should be oversight by markers to ensure that the ads not only convey the right brand text and imaging but the objectives and audiences are appropriate to meet the goals of the client.
How is Google Safeguarding Errors?
Google has reassured the Financial Times that it intends to implement strict safeguards to prevent errors or “hallucinations” as it rolls out its new generative AI features. By using AI-generated content, advertisers can benefit from customized ads that target specific audiences and help meet goals such as sales targets. This technology can lead to improved conversion rates and more effective marketing strategies, giving businesses a competitive edge in the evolving digital advertising landscape.
That’s Not All Folks!
That’s not all the AI innovations coming down the pipeline either. Google is testing the integration of AI into the Google Ads interface and other products. Why do we care about this in Google Ads? Quite simply, it would allow for more options with responsive search ads (RSAs), using suggested headlines and descriptions. Also, Google is adding generative AI to other products such as Search, Bard, Google Docs, and Gmail.
We are looking forward to sharing more about Google’s newest AI innovations. Stay tuned to the Chacka blog to see how we incorporate it into our client’s campaigns.