6 Ways Automation and Machine Learning Will Change Google Ads

As the world moves further into the digital age, artificial intelligence (AI) in advertising is fast becoming a powerful asset for marketers. Through AI and machine learning (ML), advertisers can leverage sophisticated software and data analytics tools to generate a much better return on their advertising spend (ROAS).

Over the past few years, Google Ads automation has come to the fore, and more marketers are embracing the possibilities of this revolutionary technology.

This year, AI and machine learning will continue to transform advertising. It’s time you tapped into its potential.

How Artificial Intelligence Can Help Marketers

With artificial intelligence, Google, Facebook, and other advertising platforms can collect user data and help companies and consumers connect in more effective, efficient ways.

The world is changing dramatically because of AI, as it allows marketers to learn more about their target audience, to automate processes, and to adjust to changes in the market with the rapid agility required to stay competitive in the modern era.

When we consider how Ads automation can help advertisers, there’s no better platform to study than Google Ads.

6 Ways AI is Shaping Google Ads Automation

Before the rise of AI, writing ads was a frustrating challenge that most people found too hard to conquer. When you only have a few hundred characters to play with, it’s not easy to craft a breviloquent ad that captivates people and convinces them to click, let alone convert.

There have been a lot of big changes in Google Ads since 2018, and the integration of AI is easily the most groundbreaking.

Now, it’s easier for people to get started with Google Ads. Moreover, it’s easier to succeed.

This is because AI makes it easier to create strong, relevant, optimized ads.

How?

By offering three specialist AI tools:

1. Responsive Search Ads

These are the newest and largest search ad format in Google Ads. They’re also the most flexible, as you get the following with responsive search ads:

• 3 x headlines – instead of the standard two in Expanded Text Ads.
• 2 x 90-character descriptions – as opposed to one 80-character description.
• Automated testing – Google rotates your headlines and descriptions to figure out high-performing combinations.

Working

For now, responsive search ads are still in the beta phase so you may not have access to use them yet. If you do have access, this is how they work:

• Create your headlines and descriptions.

• Next, Google Ads will assemble these entries into multiple ad combinations. The AI eliminates any redundancies.

• Over time, the platform tests out all permutations. Through machine learning and data analysis, Google will determine the most relevant, effective combinations for specific user search queries.

Pretty simple – enter your text and let Google Ads AI do the rest!

2. Ad Strength

The Ad Strength metric measures the relevance, quality, and diversity of your ad content. It’s important to have unique content that resonates with your audience. This will help you improve the ad quality and performance.

Working

Whenever you are creating an ad or editing one, you can see an Ad Strength indicator. This changes dynamically as you fill out the assets.

Google Ads provides recommendations on the side, which give you advice on how to improve the Ad Strength.

By taking this feedback on board, you can follow the steps to enhance Ad Strength, which ultimately leads to stronger, better-quality ads.

3. Optimization Score Metric

The Optimization Score metric is a gauge of your Google Ads account performance.

Ranging from a low of 0% to a maximum optimization score of 100%, this real-time metric is determined by these factors:

• Your account and campaign settings, status, and statistics.
• Recent recommendations history.
• Trends developing in your ads.

Working

Optimization Score affects several core areas of your Ads campaign, including:

• Bids and Budgets.
• Keywords & Targeting.
• Ad copies.
• Ad Extensions.
• Possible recommendations.

Using machine learning and artificial intelligence, Google Ads evaluates your campaigns to check if they are fully-optimized. The system recommends actions to enhance the optimization score metric. Those recommendations with a higher impact on performance will be given more weight.

Automatic Biddings and Automated Campaigns

As you can see now, AI makes it easier to create effective ads. However, this technology doesn’t stop there.

AI in Google Ads can do a lot of the hard work in your campaign through Ads automation, saving you countless hours otherwise spent on tedious, repetitive tasks.

Here are three ways to use automation in Google Ads:

4. Automatic Biddings

No longer do you have to worry about manual bidding. You can harness the power of AI to eliminate guesswork and improve your campaign with logical bid adjustments.

You can choose from the following automated bidding strategies:

• Maximize Clicks.
• Target Impression Share.
• Target CPA.
• Enhanced cost-per-click (ECPC).
• Target ROAS.
• Maximize Conversions.

Each of these strategies is specifically designed to help marketers hit a defined advertising goal.

5. Smart Campaigns

Do you want to boost your pay-per-click (PPC) campaigns on an ongoing basis? You can use AI for that purpose by running Google Smart Campaigns.

These AI-led campaigns have several great benefits:

• Automatic maintenance – Spend 15 minutes setting up the account, then hand the reins to Google. It will take care of keyword selection, bidding, and targeting, freeing you up to focus on other tasks.

• Generation of Text Ads – Write just three lines about the product or service you’re offering. After that, Google Ads will take charge of copywriting.

• No Paying Third-Parties – You can team up with Google Ads to run Smart Campaigns yourself. That means you don’t have to hire agencies or PPC experts, which saves you time and money.

6. Automated Ad Extensions

Lastly, Google Ads offers extensions, which can be very influential in attracting traffic, clicks, and conversions.

Using AI, Google Ads will automatically add extensions wherever it deems fit. If your ad is triggered for a specific keyword, the platform may add an extension that increases the chance of a click.

Best of all, you only pay for these extensions whenever users click on them – it’s win-win!

AI is Changing the Game with Google Ads Automation

Many people may fear the rise of artificial intelligence, but in advertising, it is a boon for both marketers and consumers. This technology makes it easier for brands to connect with their customers, and to attract new ones.

Google Ads is a tough channel to master, and as digital marketing advances and markets shift with increasing competition, the challenge gets bigger for marketers.

AI is a game-changer.

It allows companies to stay agile, and remain reactive in an ever-evolving landscape. By embracing the change, and experimenting with the machine learning-based tools in Google Ads, you can even turn a small budget into a big win.