Google announces the expansion of its AI-powered ads initiative, with the integration of its Gemini model into Google Ads. The move aims to streamline campaign creation and enhance the effectiveness of ads within the consumer search experience.
Gemini will power the conversational experience for Search campaigns, combining advertisers’ expertise with AI assistance. The conversational experience workflow, currently available to English language advertisers in the US and UK, involves a chat-based interface using the advertiser’s website URL to generate optimised Search campaigns, including ad content, creatives, and keywords.
According to Google’s blog, beta access for this feature will roll out globally to all English language advertisers in the coming weeks, with plans to expand to additional languages. The conversational experience has undergone testing with a small group of advertisers, demonstrating its effectiveness in helping build higher-quality Search campaigns with less effort, measured by the Ad Strength metric. This metric evaluates the relevance, quality, and diversity of ad copy.
Google acknowledges the increasing visual nature of Search and aims to address the challenge of creating compelling images by introducing generative AI to suggest campaign-specific images using images from the landing page. Advertisers retain approval control over assets, including images, generated by the AI.
“We share the industry’s enthusiasm for AI’s potential to unlock value for consumers and advertisers alike. New use cases — and opportunities — are emerging on a regular basis as AI continues to evolve quickly. And that’s why we think AI will continue to make our products even more useful,” Shashi Thakur, VP and GM, Google Ads, said.
To maintain transparency, all images created with generative AI will be identified and marked accordingly using SynthID, and will include metadata indicating AI generation.
“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. This is significant because we’ve found a strong correlation between Ad Strength and conversions. For example, advertisers who improve Ad Strength for their responsive search ads from ‘Poor’ to ‘Excellent’ see 12% more conversions on average,” the blog post highlighted.
