AI-powered features
Search is evolving, and businesses need to adapt to this change to remain competitive. With investments in AI-powered features like multisearch, Google is enhancing the search experience to make it more natural and visual. As consumer behavior shifts, it is more crucial than ever to ensure that businesses can connect with their customers through relevant and helpful Search ads. In this article, we will discuss how Google’s new tools can help you unlock the power of your Search ads with stronger creative and better performance.
Drive Creative Performance with Google's AI
Google’s goal is to deliver the best ad possible to the right person at the right time. To achieve this, the system needs a wide variety of relevant creative assets to choose from. However, coming up with additional headlines and descriptions can be challenging. To address this, Google introduced automatically created assets at Google Marketing Live last year.
With responsive search ads, automatically created assets show the best combinations of assets that you provide, along with new assets generated based on your ad’s unique context, which includes your landing page. The good news is that automatically created assets are now available to all advertisers in English as an open beta. According to Google, early adopters of automatically created assets for headlines and descriptions saw a 2% increase in conversions at a similar cost per conversion among ad groups with responsive search ads.
As part of this update, improvements will roll out in the coming weeks, including:
- Ad Strength will take into account both automatically created assets and your existing assets when determining your rating.
- Automatically created assets will use inputs you’ve provided, such as your keywords, to customize your headlines and improve their relevance to the query when it’s predicted to improve performance.
- You can remove any automatically created assets that you’d prefer not to include in your ads.
Google plans to roll out automatically created assets in additional languages later this year.
Connect with New Customers on Search
Acquiring new customers is essential to grow market share and revenue. To make this easier for businesses, Google has rolled out a new customer acquisition goal for Search campaigns globally. This goal is powered by Smart Bidding and first-party data, making it easy for you to optimize your campaigns and connect with new customers, helping you make the most of peak periods.
When combined with bidding strategies like Maximize conversion value with a target ROAS, the new customer acquisition goal can help prioritize and find new customers who may be of higher value to your business. Many businesses are already using this goal to connect with new customers.
For example, fashion retailer Baltic Born had an aggressive growth target to increase revenue. To expand its business beyond repeat customers in a highly competitive market, the retailer turned to using the new customer acquisition goal for Search. Combined with target ROAS, a value-based bid strategy, Baltic Born drove a 73% increase in new customers and 36% more revenue.
TLDR;
With the introduction of new tools, Google’s Search ads are more powerful and effective than ever. Businesses can take advantage of automatically created assets to drive creative performance, and the new customer acquisition goal can help them connect with new customers. These features are just the beginning of what Google has in store for businesses, and it will be exciting to see what the future holds for Search ads. If you want to learn more about how you can unlock the power of your Search ads, visit Google’s website today.
