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Create campaigns using conversational AI in Google Ads workflow

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Artificial Intelligence featured heavily throughout every aspect of Google Marketing Live 2023, as expected. It was no different for Search campaigns, which are getting a load of new updates powered by AI in Google Ads. One of these was designed to update the workflow for Search campaign creation. So what were the updates and what does this mean for you?

Build Search campaigns with the new conversational experience

From July 2023, Google will begin testing a new natural language and conversational experience that will allow you to ask Google Ads for ideas about keywords, headlines, descriptions, images, and other assets. In the below example, you can see how the chat experience was able to create keywords, headlines, description lines and ad extensions based on the information it was prompted with.

Search Conversational Experience in Google Ads 1
Credit: Google Marketing Live 2023

If you want to get more ideas, you can simply follow up on your prompt to specify edits to the generated assets. 

Search Conversational Experience in Google Ads
Credit: Google Marketing Live 2023

It’s important to note that this is an optional experience, purely designed to help improve your workflow. If you don’t want to use this new chat experience, you don’t have to!

This new workflow is expected to become more broadly available later this year for advertisers. 

What does this mean for you?

Google wants to make Google Ads more useful for advertisers

Incorporating the power of AI into Google Ads’ workflow is a no brainer. It remains to be seen what the quality of the suggestions are like from this chat experience. Robust testing will be needed to see how this can help you create campaigns at scale. I understand the application for small businesses, but for large companies this may not be that effective. But this doesn’t mean that it doesn’t have a place for these advertisers either. 

Your role is now an AI prompt engineer

Is the Paid Search specialist of the future now just an AI prompt engineer? Your role is to find which prompts get the best outputs from advertising platform AI. Based off the updates we’ve had in recent months from Google, I don’t think this idea is so far fetched.  Do you?

Dan Roberts
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