Google has unveiled new tools that use artificial intelligence to enhance the performance of search ads. These changes are aimed at helping businesses better connect with their target audience by monitoring changing trends in search and consumer behaviour.
One of the new tools is the ability to automatically create ad assets using Google’s AI. This feature generates responsive search ads with the most suitable asset combinations, including new assets created based on the ad’s unique context, such as the landing page. Advertisers can provide inputs such as keywords to customize headlines and improve relevance to the query. Early adopters of this feature have reported a 2% increase in conversions at a comparable cost per conversion among ad groups with responsive search ads.
Another new feature is the introduction of a customer acquisition goal for Search campaigns globally. This feature enables marketers to easily build a consistent pipeline of new customers through the use of Smart Bidding and first-party data. By combining this new customer acquisition goal with bidding strategies such as maximising conversion value with a target ROAS, marketers can prioritize and discover new customers who are more valuable to their business.
The ad strength rating will now consider automatically created and existing assets when determining a rating. Advertisers can remove any automatically created assets they prefer not to include in their ads.
The new customer acquisition goal for Google Ads campaigns allows for the efficient acquisition of new customers. The campaign can be optimized to bid higher for new customers or exclusively bid for new customers. This feature is available for Performance Max and Search campaigns. The primary marketing goals for customer acquisition are to grow revenue and market share by optimizing for conversions from new customers. The two modes of new customer acquisition are New Customer Value mode, where bids are higher for new customers, and New Customer Only mode, which limits ads to only new customers. The former is recommended for maximizing revenue and driving more new customers to the business. The latter is suggested for acquisition-focused budgets or non-purchase conversion campaigns.
These updates are set to be released in the upcoming weeks and can benefit marketers by enhancing the relevance of their ads, connecting them with new customers, and ultimately boosting campaign performance.
Delivering the best ad to the right individual at the right time is crucial for businesses to connect with their intended audience. With the introduction of AI-powered search ads, Google aims to assist marketers in achieving greater results with search campaigns by promoting greater creativity and improved performance.
These new tools are part of Google’s ongoing efforts to leverage AI to improve the effectiveness of its ad platform. By making it easier for businesses to connect with their target audience, Google is empowering marketers to achieve their business objectives and drive growth.