5 ways to use Google AI for more effective advertising

The benefits of AI in Google Ads

There are many benefits for marketers who embrace Google AI in advertising. It can help with supercharging ad performance, reaching specific target audiences more effectively, and accelerating digitalisation within your business. It can also help free up time for marketers to apply their strategic thinking elsewhere — whether that’s focusing on your next marketing campaign, getting ahead on industry trends or keeping up to date with innovations in AI advertising.

While AI tools and strategies are being developed all the time, here are five ways to use AI in Google Ads to get you off to a flying start.

1. Stand out and show up with Google AI

Advertising on Google allows you to engage your audience wherever they are, from Search to YouTube, and AI-powered personalisation can help your ads resonate with them on a deeper level.

How? Google AI analyses large volumes of data at scale and understands consumer behaviour, preferences, and demographics. Machine learning then gets to work, applying these insights — everything from generating ad text to selecting Google keywords — to create hyper-relevant, timely ads for your target audience. In your Google Ads account, you’ll find a wealth of tools and features that use AI, such as:

• Responsive Search Ads use your headlines and descriptions, and the AI algorithm automatically tests different combinations to find the most effective ad variations for different users.

• Dynamic Search Ads automatically generate headlines and landing page descriptions based on the content of your website — Google’s AI scans your website and matches user queries to your products or services.

• Broad match enables you to target ads to people who are more likely to be interested in your product or service, even if they haven’t directly searched for it yet. Broad match uses AI to understand the intent of people’s search queries and reach more searches than with exact and phrase matches.

• Performance Max helps you engage with customers across all of Google’s channels within a single campaign. Performance Max uses AI to discern consumer intent and audience signals, ensuring your ads appear at the right time and in the right place.

• Demand Gen campaigns use Google AI to reach up to 3 billion users monthly across YouTube, Discover, and Gmail, showcasing engaging ads in various formats. This AI-powered approach optimises ad delivery and bidding strategies to drive website traffic, generate leads, and increase sales, making it ideal for advertisers who rely on visuals to connect with their audience.

2. Harness AI to make your ad budgets work harder

Google AI takes your ad spend further. It uses machine learning to fine-tune your ads, reaching the ideal audience with the most relevant message. This targeted approach helps increase the likelihood of conversion and maximises your return on investment (ROI).

A key feature to consider is Smart Bidding, which uses AI to optimise your bidding strategies based on historical data and real-time audience signals. It intelligently and automatically sets your bids to achieve your desired marketing goals, such as increased conversions or clicks.

Google AI can also help reveal untapped customer segments. By analysing user behaviour patterns, AI identifies opportunities for targeted marketing, helping you reach potential customers who fit your ideal profile but may have been overlooked.

3. Partner with Gemini (your creative and helpful collaborator)

Gemini, Google’s large language model chatbot, can act as your creative partner in crafting effective advertising campaigns. Whether you’re seeking inspiration for ad copy, exploring new campaign ideas, or looking for feedback on your creative concepts, Gemini is a versatile tool with a wide variety of uses.

Powered by advanced AI, it can help you brainstorm, refine your messaging, and discover new ways to connect with your audience. By leveraging Gemini’s capabilities, you can unlock a new level of creative potential and drive more impactful advertising campaigns.

4. Future-proof your marketing strategies

Marketers who embrace AI in advertising can gain a competitive edge and stay ahead of the curve. For example, as the advertising industry moves towards a world without third-party cookies, first-party data powered by machine learning will help digital marketing strategies continue to thrive.

Google AI can help you understand what’s driving conversions on a privacy-first web while identifying your most high-value customers through first-party data.

5. Elevate your AI advertising knowledge and upskill your marketing team

Learn more about AI advertising by taking the Introduction to Generative AI Learning Path — it’s packed with helpful resources and content on AI products, technologies, and solutions for your business.

It’s an exciting time for the development of AI

Google’s overarching mission is to organise the world’s information and make it universally accessible and useful — and AI is an integral tool in achieving that aim.

Google AI strives to improve the lives of as many people as possible, which includes marketers. To help you get started, use the AI essentials checklist to set your marketing goals and measurement strategy, as well as maximise conversions and drive sales.

To stay up to date on the latest updates and innovations in Google AI, make sure you frequently check the Google Ads resources section, or contact Google Ads for more information.