AI continues to reshape the landscape of multiple industries and the world of digital marketing is no exception. Google has dramatically upped the ante by adding a variety of new AI features to Google Ads. These new additions offer some exciting opportunities for dealerships, and we break them down for you in this edition of DealerOn University.
Google unveiled a slew of new generative AI-based features for it’s paid advertising program at their Marketing Live event on May 23. These features aim to increase the efficiency of digital marketers across the board by speeding up the campaign creation process and improving the quality of ads shown to searchers.
From chat-based campaign optimization, AI-powered asset generation, and improved search query-based suggestions, Google’s new wave of AI-based features could have a major impact on the way dealerships create and manage their paid search campaigns.
AI Generated Campaigns Based on Your Website
The most exciting feature of this update is the ability to generate ad campaigns via Google AI. AI Generated ads can be based on the content of an entire website, giving you the ability to create a template for a complete campaign. Provide your site’s URL and Google’s AI will take the information from it to learn about your store.
Once Google has evaluated your website, the new Google AI engine will provide keyword suggestions that align with your store’s value proposition and brand. It will then suggest headlines and images pulled directly from your website to create new advertising campaigns. All of the AI-based suggestions can be refined and edited as you go through the campaign creation process, and even includes an ad strength meter to evaluate the effectiveness of your proposed ads.
AI Generated ads can be based on the content of an entire website, giving you the ability to create a template for a complete campaign.
AI Generated Advertising Assets
Add a preferred landing page from your website and Google AI will summarize it, generating a number of assets you can employ in your marketing efforts. This includes relevant and effective keywords, headlines, descriptions, images, and more. This can shoulder a significant amount of your workload while bolstering the effectiveness of your marketing efforts.
If this feature sounds familiar, it’s because it launched last year. Google has given it a comprehensive overhaul with more advanced features, including conversational AI. You can now ask Google’s AI for suggestions on how to improve your assets before launching your campaign.
One great way you can leverage this feature is with Model Research Pages. Input an MRP into Google AI, and Google Ads will generate ad recommendations based on the page content. Save yourself headaches and work while targeting specific vehicle models in your inventory to move.
Query-based AI Optimization
Because paid search is something you’re spending hard-earned money on, you need maximum returns to justify your investment. Google has heard the demands and is using AI to improve ad relevancy in the context of a search query. Relevancy is a key component in the success of digital advertising. Irrelevant ads tend to be ignored at best and can actively damage brand opinion at worst. Digital marketers strive to make ads that appear as relevant as possible for searchers.
Automatically created assets, known by the abbreviation ACA, were introduced last year. Google’s AI analyzes landing pages and existing ads, then generates new headlines and descriptions based on search query data. Generative AI will enhance ACA by automatically adjusting assets to user search queries, increasing the effectiveness of those ads.
“Early adopters of automatically created assets for headlines and descriptions see 2% more conversions at a similar cost-per-conversion among ad groups with responsive search ads.”
Brian Burdick, Senior Director of Search Ad Automation at Google
DealerOn: Guiding Your Dealership into the Age of AI
At DealerOn, technological innovation is our bread and butter. Our team is hard at work discovering the best ways to take advantage of these new AI-powered Google Ads features. We’re finding the most effective ways to leverage these tools so that we can provide dealerships like yours with the highest performing search ads available.
Schedule your digital advertising demo and we’ll show you how our team of digital advertising experts can increase your leads and sales using our game-changing paid search strategies.