Google on Thursday released major updates to its
advertising services supported by artificial intelligence (AI) that the company says can adapt to shifting consumer behaviors.
In the latest updates, advertisers now have the option to
associate up to three headlines and two descriptions at the campaign level, including pinning them to specific positions.
Dynamic image assets, dynamic sitelinks, dynamic callouts, and dynamic
structured snippets have been enabled to serve alongside, or in place of, manually created assets of the same type when they are predicted to improve performance.
To improve performance
of ads, Google will allow responsive search ads to show one headline when it has been predicted to improve performance.
As part of this change, a headline will now be eligible to display at
the beginning of the description lines.
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AI technology may one day completely automate online advertising and guarantee performance with only a few first-party data points from a brand's
CRM system.
What would it take for marketers to trust automation to balance the budget and serve the ads, identifying the best combination of headlines and descriptions? The advertising
industry will be there sooner than many think.
In its latest updates, Google is using AI technology to predict new capability in improving campaign performance -- determining the best
approach for the ad.
Advertisers also have the option to add scheduled start and ending dates for the assets. Once headlines and descriptions are added, they become eligible to appear in every
responsive search ad in the campaign.
For account-level automated assets, marketers can opt in to leverage Google AI to create assets such as dynamic images, dynamic
sitelinks, dynamic callouts, and dynamic structured snippets.
Google AI-generated assets replace manually created assets of the same type when they have are predicted to enhance
performance.
The change marks a shift from the previous approach where manually created assets took precedence over their automated counterparts.
When opted in, Google AI will create
assets on the behalf of the marketer and show them with the ad if it is predicted to improve performance.