Duda + Google Ads Liaison webinar, Ads and AI

this presentation is part of #dudawebinar
Explore new tools and features unveiled at Google Marketing Live and how they can be applied to your marketing strategies.
Gain insights into how AI can enhance the creative elements of your ads with improved personalization and enhanced optimization.
Learn how to balance the latest technologies with the core, timeless aspects of good marketing.

1. Proprietary + Confidential
AI Essentials in
Your PPC Campaigns


Ginny Marvin, Google Ads Product Liaison
June 2024

2. Proprietary + Confidential

3. Proprietary + Confidential
Ads in AI Overviews
●Matched based on BOTH the query &
information in the AI Overview
●Search, Shopping and PMax campaigns
are eligible
●Text and PLA formats
●Starting soon with a small test in U.S.,
English-only

4. Proprietary + Confidential
●New, interactive ad experience
●Provide tailored recommendations
●Get insights into users' unique needs
●Now in pilot, U.S., English-only

Search ads with AI-Generated
recommendations

5. Proprietary + Confidential
Performance Max
Brand Guidelines

●Google will auto-detect colors
and identify the font closest to
what’s used on your site
●Option to add exact hex codes
●Modernized templates
●Now in beta. Will roll out in
English globally in the coming
months

6. Proprietary + Confidential
Performance Max
Image References in Asset Generation
●1 reference image + text prompt
●Generate original images aligned
to your brand’s visual style
●Based on the original image +
your text prompt
●Rolling out in Q2 globally, English

7. Proprietary + Confidential
Product Studio
Brand Style-Aligned Assets
●Generate brand-consistent
product assets with 1 reference
image
●Available in Merchant Center
Next, Google & YouTube app on
Shopify
●Global availability expected
Q4’24, English-language
●Also coming soon:
Image-to-video brings
animation to static images

8. Proprietary + Confidential
Asset Library
Image Editor
●Remove, add, move & replace
elements from Merchant Center
product feed images
●Generate new scenes &
backgrounds
●Enable your images to fit any
size, orientation & aspect ratio
●In pilot in English globally,
expected availability Q3’24

9. Proprietary + Confidential
●Minimum list size now just 100,
down from 1K
●More Lookalike segment
insights: affinity, in-market, age,
gender, geo, devices, etc.
●Available globally, all languages

Demand Gen
Lookalike Audiences

10. Proprietary + Confidential
How do I standout
if everyone is
using AI?

11. Proprietary + Confidential
Google’s generative AI-powered creative tools are
grounded in your own assets
Proprietary + Confidential
Fundamentals
Landing Pages & Manual Assets

The more unique & differentiated your
landing pages, existing assets, and prompts,
the more your generated assets will uniquely reflect your business

12. Proprietary + ConfidentialProprietary + Confidential
For high-impact, unique generated assets,
focus on:
★Website and landing page accuracy
★Strong branding
★A robust differentiation strategy
★Manual assets that highlight your unique
selling propositions
Fundamentals
Landing Pages & Manual Assets

13. Proprietary + Confidential
★Review generated and suggested assets to ensure they’re accurate, not misleading and
in line with ads policies and applicable laws before publishing.

?????? Google Ads generative AI tools will avoid generating:
○Branded items and logos
○Faces, children, or images of named people, including celebrities & public figures
○Responses to matters of opinion or advice
○Images that may violate Ads Policy or Google’s Generative AI use policy


Fundamentals
Working with generative images

14. Proprietary + ConfidentialProprietary + Confidential
Responsive Search Ads

15. Proprietary + Confidential
★Assembles ad combinations based on
relevance & expected performance for
the query.
○Maximizing the # of relevant,
diverse assets increases the ad
combinations available to serve.
○Best ad combination advances to
the auction.

Proprietary + Confidential
Fundamentals
Responsive Search Ads
★RSAs use an AI model to learn
which assets & combinations
perform well for each query.
○The higher the query
volume, the more
effective the learning.

16. Proprietary + ConfidentialProprietary + Confidential
★Asset performance labels reflect each
asset’s performance relative to other
assets of the same type in the RSA.
○Performance is based on your
advertiser goal.
○Those rated “best” outperform
other assets (i.e., are most
effective at driving clicks and
conversions).
Fundamentals
Responsive Search Ads
★Some assets may serve
infrequently but have a high
performance rating because
they’re relevant to & perform
well for a subset searchers.
★Review & swap out “low”
performing assets to test new
ones & improve performance.

17. Proprietary + ConfidentialProprietary + Confidential
★Ad Strength is a diagnostic tool that reflects 4 attributes we’ve seen correlate
to better performance (e.g. more conversions) through regression analysis:
○Number of headlines
○Keyword relevance of headlines and descriptions
○Uniqueness of headlines
○Uniqueness of descriptions

★Automatically created assets are now factored into Ad Strength when enabled.
Why? They increase the number of ad combinations that can potentially match
to a query.


Fundamentals
Ad Strength for RSAs

18. Proprietary + Confidential
Fact
A low Ad Strength doesn’t
prevent your ads from serving.
But it could explain a lack of
impressions because it
indicates your ads likely don’t
have the relevancy or asset
diversity to be eligible for many
auctions.
Pinning restricts the number of
ad combinations that can be
matched to a query, which is why
you’ll see it reflected in the score.
We recommend pinning 2-3
assets to a position to increase
available combinations.

Fact
Ad Strength is not an auction
factor & has no effect on
bidding and does not prevent
your ads from entering the
auction. The system doesn’t
“hold back” or “promote” ads
based on Ad Strength.




Fact
Proprietary + Confidential
Ad Strength is an auction factor
& can impact my CPCs or the
ability of my ads to serve.



Myth
Pinning will prevent my ads from
entering the auction.



Myth
Fundamentals
Ad Strength for RSAs
A low Ad Strength rating will
limit my impressions.


Myth

19. Proprietary + Confidential
In this age of AI . . .Fundamentals matter

Your landing pages & manual assets matter
Your business insights & inputs matter
Your measurement matters
Your branding matters
Your strategy matters

Marketers matter