PPC ads are at the core of many marketers’ digital media mix, so it is critical to stay on top of new features and ad tech advancements.
The hot topic and major changes involve AI to automate and improve the efficiency of pay-per-click campaigns.
However, it’s unsurprising that AI is not replacing the marketing strategist or PPC manager. On the contrary, the marketing team is more important than ever to provide high-quality manual creative ad assets to the ad platforms to inform the AI machine.
While this is an automated process, the advertiser is at the heart of this, providing the creative strategy, vision, and messaging. You power the AI.
Note: This article focuses on Google Ads due to their market share and volume, but many of these suggestions can be applied to any ad platform.
The AI power component comes into play through “automatically created assets,” where the “asset” is the headline or description of the ad copy. The “manual assets” refers to what the advertiser writes and enters into Google Ads.
Consider:
- Automatically created assets generate new headlines and descriptions continuously to form ad copy that is relevant to the query and ad’s content.
- Automated assets are used alongside and in combination with advertiser manual assets to show the search ad that is predicted to perform the strongest.
- Reporting (asset details report) is available on automatically generated content, and advertisers can remove it if needed.
First, the advertiser must opt in at the campaign level. This is a good thing because there is prep work to be done to get the greatest benefit from AI tools.
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