Google unveils Artificial Intelligence-aided ad tools

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Google has announced several ad tools built on Artificial Intelligence, aimed at helping marketers automate and develop effective advertising campaigns. The idea is to let AI finetune advertisements.

The Google Ads tools unveiled at a Google Marketing Live event range from responsive search ads that use machine learning to mix, match and optimise content, to optimising ad performance on YouTube for what it terms ‘brand lift’. The automation will be integrated into every form of campaign management, from bidding to dynamic headlines, as well as creative and targeting.

Choices for marketers

Explaining how the growing complexity of platforms surpasses the ability of marketers to design effective advertising campaigns, Google Vice-President of Product Management Jerry Dischler wrote in a blog post that marketers will have the ability to choose from up to 15 headlines and four description lines, and Google will do the rest by choosing the best combination.

Google learns which ad creative performs the best for any search query by testing different combinations, so people searching for the same thing might see different ads based on context.

Advertisers will have to provide information such as business location and creative ad pieces.

After setting a budget, the ads get generated automatically. This is similar to Smart Campaigns, which Google introduced for small businesses last month. It has also introduced Smart Shopping, which optimises ad campaigns based on criteria selected by marketers.

Ad synchronisation

The move comes on the heels of another change last month, when Google decided to synchronise AdWords, DoubleClick, and its analytics programme, GA360, into simpler products, to benefit marketers in a big way.

Bringing these products under one platform will help brands manage their business efficiently, said Abdulla Basha, Co-Founder of Social Frontier, an SaaS platform that assists brands with data-driven marketing solutions.

“They will have more time to focus on campaign outcomes, value of service, and seamless cross-channel experience. Advertisers can now plan and augment their digital presence across multiple channels through a single medium,” he added.

Since analytics is an important part of marketing, Basha said the Google upgrade will help marketers evaluate data on an integrated platform, thereby making analysis and implementation faster and more effective.

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