• by Laurie Sullivan , Yesterday

Google's Gemini AI models will now power two agentic agents to help advertisers gain key insights and drive improved campaign performance.

Consumers are finding new ways to discover products and information as they make more complex queries across its search platforms.

"Ads Advisor" and "Analytics Advisor," announced Wednesday, will roll out to all English-language accounts across Google Ads and Google Analytics, and will become available globally in early December.

“In the coming months, we will expand on what these agents can do based on feedback,” said Dan Taylor, vice president of Global Ads at Google, during an online press briefing, adding: “Expect to see further investments.”

Some advertisers are asking Google to automate the process of turning briefs into campaign recommendations, or turn TV creative strategies into image and video assets they can deploy in real time. Another request is how fast it can turn an idea into a project, Taylor said.

Logic and decisioning by the agent are on behalf of the advertiser and not based on Google's own incentives, Taylor said.

There are guardrails in place to ensure that changes are made based on observations within the advertiser’s account about what is driving performance or not, as well as return on ad spend (ROAS) and what is driving the creative.

Ads Advisor will work directly in the Google Ads interface as a type of AI expert that generates personal recommendations when running a Performance Max campaign, for example. It can automate complex tasks and recommend new assets and identify new growth opportunities, as well as implement them in an advertiser's account. 

The tool will help advertisers understand their business context because it learns from consumer interactions. Advertisers can ask simple questions like "How can I optimize my campaign for an upcoming seasonal event?" and it will suggest relevant actions such as adding sitelink extensions.

Advertisers can then review and approve changes in their account. It also can generate creative assets and trouble shoot complex policies issues or when a tag had not been set-up correctly.

A system has been put in place that allow advertisers to roll back implementations that may not have worked as planned.

Shortening the time between insights and outcomes, Analytics Advisor sits inside Google Analytics to provide improved measurement that leads to performance by streamlining data analysis.

“What are my best-selling products on my website” provides an answer in real time as the campaign runs, and can help advertisers respond to seasonal changes as brands head into the holidays.

Other queries may include "What pages on my website that have seen a drop in traffic?" and "what recommendations can you make that will improve it?"

The agent will show an advertiser trends in consumer behavior and then provide recommendations on how to improve campaigns.

"The promise of agentic is [the technology] can become a resource for constrained SMBs, as well as larger enterprises with marketing teams," Taylor said.