Google’s AI Powered Search Ads: What can marketers expect from this?

Published: February 28, 2023

min read

Google recently announced new tools to improve the performance of search ads using artificial intelligence.

Google Ads is making several changes to encourage greater creativity and improve performance to help marketers achieve better results with search campaigns.

Asset creation with AI:

One of the new features in Google Ads is the ability to create ad assets automatically using Google's AI.

This feature enables responsive search ads to display the best asset combinations, including new assets generated based on the ad's specific context, such as the landing page.

This update also includes the following changes:

  • When determining a rating, Ad Strength will take into account both automatically created and existing assets.
  • Automatically generated assets will customise headlines and improve their relevance to the query based on inputs such as keywords.
  • Any automatically generated assets that marketers do not want to include in their ads can be removed.

New Customer Acquisition Goal:

Google has introduced a new customer acquisition goal for search campaigns worldwide.

The new customer acquisition goal is divided into two modes:

Value New Customer: New customers have a higher bidding rate than existing customers.

New Customers Only: Users can only bid for new customers.

Through the use of smart bidding and first-party data, this tool enables marketers to easily build a consistent pipeline of new customers.

Why should marketers consider using Google Ads’ new tools?

Asset creation with AI:

The creation of relevant creative assets for ads is crucial for marketers to resonate with their audience and maximize the performance of their marketing campaigns.

However, creating ads with different headlines, descriptions, etc. for each and every ad variation is indeed backbreaking.

Now, with the help of this tool, marketers can save a huge amount of time and easily generate the relevant creative components for ads.

This way, marketers will be able to increase the number of creative assets to test in a limited time. So that brands can make it even more personalized for targeted ad segments. On the other side, it improves the likelihood of target audiences engaging with the ad and becoming a potential customer.

As an outcome, brands can possibly improve the campaign's performance and ROI.

New Customer Acquisition Goal:

Increasing the customer base is essential to expanding any business. But finding and attracting high-value audiences to any specific brand is not easy. The New Customer Acquisition Goal feature addresses this and helps marketers get a step closer to their potential new customers.

We believe this will be especially helpful for marketers to use during peak seasons. Because this is the period when brands will offer exclusive deals and require reaching massive new audiences over a short period of time to achieve their targeted revenue.

Besides, as this tool uses first-party data and smart-bidding, marketers can possibly better prioritize and target audiences who are more valuable to their business.

Thus, brands can use this tool to easily optimize their campaigns for their timely requirements and expand their customer base beyond their existing customers.


Pete Johnson

Pete is a MarTech expert guru with a knack for getting diverse MarTech solutions work for brands. He has a wealth of experience in working with a plethora of MarTech platforms that dive Personalized Omnichannel Experiences. When he's not at work, you can find him playing basketball or listening to jazz.


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