Google is experimenting with advertising in its new AI-powered search engine, causing publishers and brands to reassess how they set up their websites and manage ad campaigns.
On Tuesday, Google revealed a slate of AI tools for advertising, including the ability to use text prompts to generate ad copy, just like a person commands ChatGPT to write text. And Google is testing new ad formats in the AI-generated search experience it launched earlier this year, which could change the way marketers approach search advertising, according to advertising experts.
Google made the AI announcements as part of Google Marketing Live, a yearly conference for showcasing new ad tech.
“The biggest advances in AI are in the marketing and sales side,” said Dan Taylor, Google’s VP of global ads, during a call with media before Google Marketing Live.
Google’s announcements covered the experimental ads in generative search, which fall under a division called Search Labs. Google also made updates to its AI-powered ad creation tools, which marketers use within Google Ads.
“We’re introducing a new, natural-language conversational experience within Google Ads,” Google said in its announcement, “designed to jumpstart campaign creation and simplify Search ads by combining your expertise with Google AI.”
Marketers can use chat prompts—conversational techniques—to build ads that run across Google’s ad platform. Google noted in its announcements how it has already incorporated AI into parts of the ads platform, including through Performance Max ads and Smart Bidding, which apply automation to campaigns.
The marketing event comes after Google widely released AI-based search, which is a fundamentally different experience than traditional search, during the Google I/O developer conference earlier this month. Google followed Microsoft Bing in integrating generative AI into search.
Also read: How Bing’s AI chat will challenge search advertising
Instead of navigating the web one link at a time, generative AI delivers lengthy responses to search queries on just about any topic. For instance, a person could ask Google’s chatbot for tips about travel or shopping, and generative search responses write long-form answers. On Tuesday, Google showed how generative search could include shopping ads, with images of products, and sponsored links to websites.
from Digital Marketing Education https://ift.tt/2zg4fI5
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