08/11/2023
- Last June I started to integrate ChatGPT in my Google Search campaigns.
Google is rolling out new AI features in Performance Max by the end of the year. PMax will take performance data into consideration when suggesting certain assets for campaigns to help ads perform across all of Google’s inventory and formats.
Marketers will be able to use the technology to generate text and image assets for campaigns using prompts within a matter of seconds.
Generative AI can help advertisers deliver fast results, save money and provide the freedom to explore different creative directions instantly.
🔸 Leveraging AI. Google explained that its new PMax generative AI features can be used in two ways:
🔹 Text generation: Agencies and brands can create new headlines,
descriptions, and images to test fresh creative ideas alongside their
current ones. Additionally, they can employ image editing to experiment
with different versions of both existing and generated images.
🔹 Image generation: For businesses with limited creative resources, you
can use a few prompts to bring your creative ideas to reality and swiftly
produce high-quality image assets for your campaign. These assets
can serve as the basis for your creative concepts, and image editing
allows you to effortlessly experiment with new versions to enhance
your impact and insights.
🔸 Retaining control. Google reassures advertisers that, while using AI to generate creatives, they will retain control. Advertisers can enhance both generated and existing assets with AI-based image editing within Google Ads.
This enables teams to experiment with different versions of their main images on a larger scale. For instance, an agency can easily update a client’s images to reflect various winter scenes for the holiday shopping season.
🔸 Moving forward. By early 2024, all accounts will be able to edit images using the Google Ads asset library. Shareable previews for all assets, including generated ones, are on the way.
This will streamline the creative review process, making it simpler for agencies and in-house marketing teams to share creative ideas, according to Google.
🔸 Safety and transparency. Any images produced with generative AI, including PMax, will be clearly marked as AI-generated by Google. The search engine is also using SynthID to watermark its AI-generated images subtly, including standard metadata to show they’re AI-generated.
🔸 Combating misuse of generative AI. Google Ads has set up safeguards to stop its systems from dealing with inappropriate or sensitive requests or suggesting ads that break its company policies.
Every ad made using generated content is checked against Google’s Ads policies before it goes live. If it doesn’t comply, the company will take necessary actions.
