Highlights of the Recent AI Updates

The recent AI updates include exciting enhancements, such as better tools for building search campaigns, generative AI for asset development, and increased insights and control over Google’s innovative Performance Max campaigns.

Building Better Search Campaigns with Gemini

This update is expected to be one of the most significant changes to Google’s search platform in recent years. Google Gemini will analyze campaigns and landing pages, offering recommendations for optimized headlines and body copy, which can boost ad strength and potentially lower costs per click and CPA, while also increasing site engagement.

Advertisers will also appreciate that Gemini enables easier campaign setup in various languages, allowing businesses to extend their reach beyond their native-speaking borders. Upcoming expansions will include German, French, and Spanish, with more languages to follow.

Generative AI to Power Demand Gen Campaigns

Google’s Demand Gen platform has been a valuable addition to their product suite. However, many businesses struggle to create the extensive library of assets required for this tactic. Enter Google’s Generative AI asset development platform, which assists in creating various assets needed across different ad sizes and placements.

So far, beta testing with Advance Local’s platform experts has shown mixed results. While the concept is promising, generative AI can sometimes produce nonsensical images or copy, especially with complex themes, necessitating human oversight. Pagliaroni notes, “This will work well for simpler concepts, like eCommerce. For example, ‘Create an image of a grey couch with a white background’ is ideal for Google’s generative AI.”

More Control Over Performance Max

Since its launch, Performance Max has transformed the Google Ads landscape. This AI-driven platform leverages all of Google’s channels to target users at optimal stages in their conversion paths, complementing search campaigns effectively. However, some marketers have found the lack of asset-level reporting frustrating, leaving them uncertain about which assets drive user engagement.

New updates will introduce asset-level reporting and AI-driven recommendations to enhance the campaign’s assets. Metrics like target CPA and ROAS will become more transparent, along with explanations for any underperformance.

Additionally, Google will implement impression share reporting and campaign-level negative keyword targeting for Performance Max—features advertisers have long requested. This will help filter out irrelevant users, improving spend efficiency. Pagliaroni mentions, “Early previews of the new streamlined view of Performance Max suggest that the controls for campaign setup and optimization will not only be elevated but also simplified, which is always appreciated.”