Google Ads recently introduced a new type of recommendations called AI Essentials, which is a preparation for implementing another type of AI-based prompts called AI Transformations. In this post, we’ll take a closer look at what this means for the day-to-day work of a Google Ads specialist, how to prepare for the inevitable implementation of AI into daily work, and how to overcome the fear of not being in control of your ad spending. Here we go!
AI Essentials
Why is it that important? AI will be a coherent part of our future job so it’s definitely the last call to adapt it into your day-to-day task. Strengthen your measurement strategy with high-quality consented data to guide Google AI in maximizing your ROI and business outcomes. First-party data is especially valuable because it comes from the direct relationships you have with your customers. Establish robust sitewide tagging with the Google tag to capture the data that matters most to you. For advertisers operating in the European Economic Area and the U.K., create a strong framework to collect and maintain users’ consent with Consent Mode. Set up enhanced conversions to improve the accuracy of your conversion measurement. Assign values to your conversions based on your business goals (e.g., revenue, profit margins, or lifetime value). Use Google Analytics 4 to gain deeper insights across your websites and apps. Adopt Customer Match to reach and re-engage your customers across Google’s surfaces.
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.
