3 ways Google is using AI to scale marketing

Here is a report by Google outlining the potential of AI that is cited to revolutionize marketing and methods through which it can be integrated into developing campaigns.

Marie Gulin-Merle, Global VP - Ads Marketing, Google, shares that getting out of the weeds of digital execution to focus attention on customer connections, the quality of storytelling, and business outcomes has been a constant endeavor at the text company and AI seems to have the potential to lead this.

According to the report, 80% of Google’s customers are already using AI-powered Search ads products. Now with generative AI, marketers have an expanding set of AI-powered tools with the potential to revolutionize every single part of marketing — from how they mine for insights, brainstorm ideas, and generate content to how they connect with people, drive growth, and measure performance.

Redefining the 3 Vs of content: Velocity, Volume, and Variations

With new AI-powered tools, marketers can scale creative concepts to more formats with intended precision. This means more time and attention can be devoted to shaping core creative concepts. AI can then draw from this source material to instantaneously generate assets like social copy, landing pages, and emails.

AI can do the same for ads, with alternate ad copy, automatically formatted videos, and multiple combinations of product photos, all leading to infinite permutations of tailored ads for every customer.

Also Read: Opinion: National Creative Directors embracing AI in campaigns

Google is already allocating a significant amount of media spends towards AI-generated creative across Display, Video, and Search because it has proved to be effective. There are three core areas they’re focused on.

Creative testing: Google Cloud technology's AI can be used to score creative, predicting success or failure, before they put it out into the world. In ongoing pilots, they’re using AI to help weed out poor performers more quickly and to identify potential winners more easily. They’re also working with an agency partner to apply AI to the creative asset library. That way they can understand what has performed well historically and use that knowledge to develop future campaigns.

Campaign Optimization: Google marketing teams do all of their on-stack optimization with AI. The teams are using AI to identify the best mix of formats and placements to meet goals across screens and audiences. Although people’s behaviors are complex, reaching them across multiple surfaces — YouTube, Search, Gmail, Maps, Shopping, and Discover — doesn’t have to be. For example, Performance Max, the AI-powered campaign type, is driving an 18% uplift in conversions at a similar cost per action.1

Measurement: In response to people’s increasing expectations for digital privacy, regulators and tech platforms are restricting techniques that advertisers have relied on for decades to reach audiences and measure results, such as device IDs and third-party cookies. The industry has long relied on vast stores of data to drive performance and measurement. AI is helping us use fewer signals while driving the intelligence and trusted measurement we need.

Google is using AI to deliver a privacy-first ads experience that drives results for performance marketers while also protecting consumers’ privacy. Still, it will take more than a culture of experimentation to capture AI’s full potential.