How AI Is Impacting Google Ads Management

AI has been changing the way advertisers operate, particularly in Google Ads management.

As one of the most widely used advertising platforms in the world, Google Ads implemented AI very early in their platform.

Algorithm updates, changing trends, and growing competition are also forcing marketers to learn and leverage AI in their marketing strategies.

Advertisers now have access to new features in Google Ads like smart bidding, optimised targeting, and predictive analytics which allows them to target their ideal audience more precisely.

Our team of search engine marketers know how to leverage AI to drive more conversions to ad campaigns while keeping the cost at a minimum. Find out how.

How Does Google Ads Use AI?

Google uses AI to make ad management more effective.

AI-powered features and tools provided to advertisers can be used for effective ad optimisation, launch, and monitoring.

AI uses predictive analytics to develop meaningful insights by analysing historical data and user behaviour. New trends and marketing opportunities are presented to advertisers based on the insights.

Advertisers can implement these trends in their ad strategies to capture new markets and stay ahead of their competitors.

Google uses AI to create responsive search ads. Advertisers can provide multiple headlines and ad descriptions and Google’s AI will select the best one based on available datasets to get more conversions.

The machine learning feature of Google AI utilises database, user behaviour, and trends to make better decisions in bidding, ad optimisation, ad targeting, and more.

Role of AI in Ads Management

AI is providing ad managers with more tools to make data-driven decisions. Let’s take a look at the role of AI in ads management:

Improved Audience Targeting

AI uses machine learning to understand more about the ideal customers. It studies customer behaviour to gain a deeper understanding of the user preferences.

These insights allow marketers to create better-optimised ad campaigns that are more likely to attract customer’s attention and drive conversions.

Advertisers can monitor ad performance in real time using modern marketing analytics tools.

The information collected can be interpreted by AI and data-driven insights can be developed, which helps advertisers spend more budget on customers that have a better chance of conversion.

With AI and machine learning technology getting better at understanding data, creating optimised ad campaigns that produce a massive ROI will become easier.

Smart Bidding

Smart bidding is a Google Ads AI feature that automatically places the right bid for efficient ad placement in auctions.

Using machine learning technology, the smart bidding feature adjusts the bid in real-time, considering factors like device, location, time of day, and other buying patterns.

Advertisers can save time and effort by enabling smart bidding in Google ad management. Smart bidding suggests crucial recommendations to advertisers based on previous performance data.

By leveraging user behaviour, smart bidding can make more cost-effective and impactful ad-buying decisions. Advertisers get more ROI, better results, and more time to focus on other marketing efforts.

Real-Time Ad Monitoring

AI doesn’t just help launch ads.

You get a 24/7 personal assistant in the form of AI, continuously monitoring and optimising the ad campaign to target audiences that are more likely to convert.

Using machine learning technology, AI analyses a vast collection of datasets to develop insights that enable it to effectively run the campaign.

Monitoring the progress of ad campaigns and analysis of the data obtained in real-time allows AI to make instant changes to ad targeting, content placement, and bidding strategies.

These data-driven changes ensure better performance of the ad campaign.

AI can identify and separate successful ads from underperforming ones, allowing it to reallocate more budget to promising ad campaigns. Features like A/B split testing help determine the best variation of an ad to be used for campaigns.

Benefits of AI in Ads Management

Realising the potential of AI, many advertisers have started using AI in their ad creation process. Here is a list of the most crucial benefits of implementing AI in creating your advertisements:

Improved Efficiency

Creating ads takes a lot of time and effort. Hours of research, strategising, writing, and editing go into creating ad copy. AI can help reduce the time required to create ad copy significantly.

Visual content like images, infographics, and illustrations too can be created quickly with AI.

AI doesn’t only reduce the time required to make advertising assets.

It improves the quality of the content too. Creatives get access to more tools to deliver better products in shorter time frames.

Advertisers can outsource repetitive tasks like bidding, optimising ads, and performing A/B tests to AI.

The saved time can be used to do strategic planning and create high-performing marketing assets.

Personalised Ad Creation

Advertisers use data like age, sex, location, preferences, and other demographics to create personalised content to appeal to their target audience.

The content created is highly personalised and addresses the problems, pain points, and desired outcomes of the potential customer.

Such personalised content has much better CTRs, user engagements, and conversions.

For example, shopping ads in Google having more personalised product descriptions are much more likely to get clicks and purchases than those that don’t.

Making Ads Cost-Effective

Features like smart bidding, ad target optimisation, and predictive analysis give AI the ability to bring down the cost of running ad campaigns considerably.

Monitoring the performance of ad campaigns in real-time gives AI the insights to reduce wasteful spending on low-performing ad campaigns and allocate the budget to more promising ad pursuits.

Analysing the performance metrics also enables AI to make changes in ad strategy to generate more conversions.

AI uses A/B split testing to choose the ad variations that have more potential to convert.

Deeper Audience Insights

Gaining insights into the audience’s buying pattern is very valuable for advertisers.

Deeper insights give advertisers an edge over their competitors.

They can create data-driven ad strategies using those insights, improving conversion rates.

Google AI turns this dream of advertisers into reality.

By analysing the existing database and user behaviour, AI can develop deep insights that help advertisers make data-driven decisions.

These meaningful insights can be leveraged by advertisers to create innovative new ads that generate massive engagements, CTRs, and conversions.

Impact of Google AI Overviews on Advertising

The introduction of Google AI Overviews in SERPs impacted both organic search results and Google Ads.

Let’s look at how Google AI Overviews has changed the advertising game.

Organic Search Volume & CTRs

While the average search volume has risen because of AI, the total number of clicks generated on organic search results has decreased significantly.

But, why is this happening?

Google AI Overviews gives a direct summary for the search query of users, eliminating the need to scroll multiple web pages.

This enhances the user experience which explains the massive surge in search volumes.

On the other hand, organic results are suffering due to Google AI Overviews, which push them further down the SERPs, reducing CTRs.

Future of Google Ads Placement

Advertisers are not affected much by Google AI Overviews as Google Ads are placed at the top or the bottom of Google AI Overviews.

Advertising is a huge revenue source for Google so giving Google Ads the prime spot in SERPs is very likely.

Google Ads are most likely to continue holding the top spot on SERPs.

For now, advertisers who are using AI-powered Search, Shopping, or Performance Max are automatically eligible to place Ads on Google AI Overviews.

What Does This Mean For Advertisers

Google AI Overviews will likely keep showing up more often for all kinds of search queries in the future.

Google AI Overviews will be placed at the top of SERPs.

Placing ads in Google AI Overviews is the best way to get more attention as other ad types are being pushed down in SERPs.

The introduction of ads in Google AI Overviews might mean more Google Ads budget for advertisers.

Businesses that rely heavily on SEO might reallocate some of their budgets to Google Ads since organic results are losing visibility on SERPs.

Running Successful Ad Campaigns in The Age of AI

Here are a few steps you can take to run a Google Ad campaign successfully leveraging the power of AI:

Implement Predictive Analytics For Ad Strategy

Predictive analytics gives you crucial insights from your existing customers.

Understanding their behaviour and buying patterns to create an effective strategy.

Future trends can be identified using predictive analysis.

While creating an ad strategy, incorporate these trends into your plan to make it more relevant to your audience.

Using the same strategy for different ad campaigns often doesn’t work.

A successful ad strategy for one campaign may completely fail in another.

It can be tedious to create new strategies but predictive analysis makes it easier by completing many time-consuming tasks for you.

Create Personalised Content

Your audience will engage with your content if you can create ads that they can relate to.

Feed the insights you get from predictive analytics into AI tools for creating personalised content.

Information like their pain points, problems, and desired outcomes will enable the AI to create content that is personal and useful to your ideal customers.

Merge AI And Human Creativity

AI can’t create content that has depth – this can only come from an experienced human writer.

Handing over the whole content creation process to AI will result in low engagement and poor conversions.

However, merging the abilities of AI to create content at scale based on data analysis combined with human touch is critical for the success of your ad campaign.

Use AI to generate several options and human expertise to choose the creative assets for an ad campaign and refine it with their experience.

Use AI-Powered Tools For Campaign Optimisation

Free up your time by outsourcing tasks like bidding for ad space, tweaking advertisement assets, adjusting ad placements, and other repetitive tasks.

AI tools have access to vast databases, making them a suitable choice to make these decisions.

Real-Time Campaign Monitoring With AI

You won’t be able to monitor the progress of your ad campaigns 24/7, but AI can.

AI can analyse the ad performance data in real time and make changes to campaigns instantly, making them more effective even in changing marketing conditions.

Continuously Train Your AI Model

AI thrives on data.

If you provide outdated data, the results it will produce will be poor.

Feed your custom GPTs or personalised AI models with regular updates.

Doing so will result in content production that is updated and relevant to your audience.

Stay Updated With Google Ads

Google Ads are adding new features and modifying old features continuously.

For example, Broad Match operates very differently now using contextual signals. Smart bidding can replace manual bidding for advertisers.

For creating successful ad campaigns you need to have current knowledge of all Google Ads updates.

New AI-driven campaigns like Performance Max and AI-powered Search Ads aren’t going anywhere. Leveraging these ad formats effectively will drive more engagements, impressions, and conversions.

Future-Proof Your Ad Campaigns With BFJ Digital

Though we are still only in the beginning stages of the transformation, AI will bring to advertising, it is an exciting time to be advertising on Google.

Do you need more traffic for your business?

Are you looking for ways to utilise AI in your Google Ads management?

Our Google Ads agency in Brisbane can help you reach your marketing goals.

From spreading awareness to your potential customers to boosting conversions for your business, we do it all.

Our team of search engine specialists use a data-driven approach to optimise your ad campaigns, minimising your ad costs and maximising ROI.

Get in touch with us today to start seeing the results you deserve.