PPC ads are central to many marketers’ digital strategies, making it crucial to stay updated on the latest features and advancements in ad technology.
A key development in this space is the integration of AI to automate and enhance the efficiency of pay-per-click campaigns.
However, AI isn’t replacing marketing strategists or PPC managers. Instead, their role is more vital than ever in supplying high-quality, manual creative assets that guide the AI. While the process is automated, the advertiser remains essential, providing the creative direction, vision, and messaging that drive the AI.
This article focuses on Google Ads due to their dominant market share and volume, but these insights can be applied to other ad platforms as well.
The AI aspect is evident in “automatically created assets,” which include elements like ad headlines or descriptions. In contrast, “manual assets” are crafted and input by the advertiser into Google Ads.
Consider the following:
Automatically created assets generate new headlines and descriptions continuously, crafting ad copy that aligns with search queries and the ad’s content. These automated assets work alongside manual assets provided by advertisers to deliver the most effective search ads.
Advertisers can access a report detailing these automatically generated assets and can remove them if necessary.
To use this feature, advertisers need to opt in at the campaign level. This step is crucial as it involves preparing key elements to maximize the benefits of AI tools.
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To get started, ensure you prepare the following for AI-driven ads:
- Landing page
- Manual assets
- Keywords
1. Landing Page And Website
Optimizing AI with Website and Landing Page Content
To maximize the benefits of AI, it’s crucial to focus on the content of your landing page and website. AI algorithms rely on high-quality content to generate valuable outputs. The better the content, the more effective the AI-driven results.
Once you provide your URL, Google will analyze the relevant information on your page to create ad creatives.
Content Strategy Tips:
- Clear and Ad-Focused Content: Prioritize concise, fact-based language over clever or flowery marketing language and excessive jargon.
- Accurate and Up-to-Date Content: For smaller advertisers, frequent content updates might be challenging due to potential web development costs. If this is a concern, consider holding off on AI integration. For others, it’s important to proactively create ad-friendly content. Additionally, regularly review reports to decide if web content needs adjustments or if automated assets should be removed. These assets will automatically update with any changes to the web content.
- Content Alignment: Ensure that your landing page content matches your ad copy. Consistent keywords and messaging across your website and search ads help maintain user trust and engagement.
- Clear Value Proposition: Clearly highlight the unique benefits or solutions your product or service offers. Use an engaging headline and subheadline to capture visitors’ attention immediately.
- Strong CTAs: A common issue is unclear calls-to-action (CTAs) in ad copy or on landing pages. Use action-oriented language consistently throughout your page and ads. Stick to one clear CTA for clarity and effectiveness. For more guidance, refer to our detailed post on this topic.
Long-Term Strategy:
Consider developing a long-term plan to continuously update your web content. This will enhance AI’s effectiveness over time, ensuring that your content remains relevant and beneficial as AI technology evolves.
2. Manual Assets
Manual Assets in Google Ads
“Manual assets” refer to the headlines and descriptions you create and input into Google Ads. These elements are displayed in various combinations, so it’s crucial that they deliver a consistent and cohesive message. By enabling AI, automatically generated descriptions can also be included.
Headlines: You can have up to 15 headlines, each with a maximum of 30 characters. It’s important to have a strategic approach to the types and number of headlines you create. Consider including the following:
- Brand Name: While your company name will appear in the “business name” field, you may need to highlight a specific brand or product name. You can control this language and use a pin if necessary.
- Keywords: Include relevant keywords from the ad group.
- Call to Action (CTA): Ensure your CTA is consistent and consider pinning this headline for emphasis.
- Features/Benefits: Highlight key features or benefits of your product or service.
Descriptions: You can add up to 4 descriptions, each with a maximum of 90 characters. While it’s essential to include keywords and consider Google’s suggestions, your ad should ultimately be clear, concise, and persuasive enough to encourage users to click and convert.
3. Keywords
In search campaigns utilizing automated assets, keywords remain crucial as they inform both Google and your customers about the ad’s content.
It’s important to adhere to best practices in account structure and keyword selection. The keywords should always be closely aligned with your ad and landing page content.
If you haven’t been meticulous about this lately, now is a good time to review and evaluate your keywords, especially considering AI automation.
A useful tip: While using the ad creation tool, check out the ad suggestions area, where Google provides “popular keywords from the ad group.” You can easily click to add these as headlines.
Finally, Performance
You can review the automatically generated assets that have been served by checking the asset detail report. To remove any assets you don’t like, go to Responsive search ad > View asset details.
Conclusion
One common misconception about AI in advertising and automatically generated assets is that it functions as a “set and forget” solution, addressing issues related to ad management resources, time, and performance. However, as demonstrated, successfully implementing AI requires expertise, strategic planning, and continuous oversight to ensure the delivered messages resonate with your target audience and surpass manual efforts. This success can only be achieved with human involvement in the setup process.
Original news from SearchEngineJournal