Google Ads just launched AI Essentials – a new set of recommendations paving the way for advanced AI Transformations. As specialists, we need to understand:
- How this changes our daily workflow
- How to prepare for AI’s inevitable role in campaigns
- How to manage the anxiety of loosening control over ad spend
Let’s break down what this shift means in practice. Here we go!
AI Essentials
Why is this so important? AI is becoming an essential part of our work, so adapting now is critical. This may be your last chance to integrate it effectively into daily tasks.
To succeed, build a strong measurement strategy using high-quality, consented data. This ensures Google AI can maximize your ROI and business results. First-party data is particularly valuable since it comes directly from your customer relationships.
Start by implementing sitewide Google Tag to track the most important data. If you operate in the EEA or U.K., use Consent Mode to properly manage user consent. Enable Enhanced Conversions for more accurate performance measurement, and assign conversion values based on your key goals – whether revenue, profit margins, or customer lifetime value.
For deeper insights, use Google Analytics 4 across your websites and apps. Finally, leverage Customer Match to reconnect with your audience on Google’s platforms.
The recommendation in Google Ads
AI-powered campaigns help you optimize performance in real-time to get more conversions and value from your budget. Find untapped demand and drive incremental results from new search queries, channels, and audiences. Activate the Ads Power Pairing by combining AI-powered Search campaigns (with broad match) and Performance Max campaigns to drive more conversions across all of Google. Use value-based Smart Bidding across campaigns to invest in the conversions that are worth the most to your business. Connect with your audience across YouTube, including Shorts and connected TV, using video campaigns.
Google AI Essentials – product overview
It didn’t take long for Google to join the global race to dominate AI technology, and that’s exactly what’s happening right before our eyes. Many Google Ads specialists are experiencing a real slump with the introduction of AI Essentials, but it’s definitely worth implementing the principle of early adopters and testing while we have the freedom and space to do so. Probably, AI Essentials recommendations will share the fate of smart bidding, that is, they will first be recommended by Google, and after some time they will become the standard and the only option.
