Online advertising is changing rapidly from month to month, especially with the integration of generative artificial intelligence (AI) into Google’s tools. This innovative approach gives us the chance to create more effective and audience-tailored advertising campaigns. You have probably already noticed the first effects of these changes, if only in the refreshed appearance of the top part of Google’s search engine.
Google has introduced generative AI into its advertising tools, allowing the content of ads to be automatically tailored to the context of users’ queries. This makes ads more relevant and engaging, resulting in better campaign performance.
The way users formulate queries in Google search is also changing – they increasingly resemble precise prompts, so that the answers they receive better meet their needs and expectations.
To take full advantage of the potential of generative AI in online advertising, it is worth noting several key aspects:
1. Automating the creation of ad content – using AI to generate headlines, descriptions and other ad elements allows the rapid creation of multiple variations, which increases the effectiveness of A/B testing and campaign optimization.
2. Personalization at scale – generative AI enables the creation of personalized messages tailored to individual user preferences, which increases engagement and effectiveness of ads.
3. Integration with other Google tools – Combining the potential of AI with tools such as Performance Max and Demand Gen enables comprehensive management of ad campaigns and even better results.
Users are increasingly typing detailed, well-formed queries into the search engine, reminiscent of prompts. This allows algorithms to generate more relevant and tailored answers. The highlighted text in the image below is the content that the system found to best match the query. And the Google AI Overview section provides a synthetic summary of the topic, based on analysis of data from a wide variety of sources.
The introduction of Google AI Overview is already having a major impact on users’ perception of the first search page. As users receive answers directly on the search results page at the top, this is leading to fewer clicks on both traditional organic and paid links below. Currently, declines in traffic can already be seen, the source of which is precisely the search engine view change. A sizable portion of users may be limited to only the answer that most often meets their criteria. These are single, specific pieces of information, often summarizing articles and pointing to the source.
Integrating generative AI into online advertising is just the beginning. Google plans to invest further in developing this technology, which means even more opportunities for marketers in the future. It’s worth starting to explore these tools now to stay ahead of the competition and adapt marketing strategies to the coming changes.
If you want to learn how generative AI can significantly impact the effectiveness of your Google advertising campaigns, contact us. We are already running campaigns that enable the presence of a website source in the new search engine view. Let us help you take full advantage of artificial intelligence in your marketing effor
