How You Can Use AI to Help Craft Your Next Paid Search Campaign

Regardless of industry or target audience, the success of your business largely relies on its prevalence online. And a big factor determining its prevalence is ad quality, which can affect where your ad appears in search results or whether it even shows up at all. The effectiveness of your ad depends on its quality score, which considers three main components:

• Expected clickthrough rate (CTR): the likelihood someone clicks on your ad when they see it.
• Ad relevance: how closely the ad matches a user’s search.
• Landing page experience: how useful your landing page is to a user who clicks on the ad.

The keywords you use play a huge role in determining the quality score, so it’s crucial to create ads that match what people are searching for. And, if used properly, AI can help.

In January, Google introduced Conversational Experience in Google Ads (CEGA), a tool that uses chat boxes to help create a new paid search campaign. It’s powered by Gemini AI, and based on the URL you supply, it will generate keywords, headlines, descriptions and suggest images and sitelinks. The goal here is to show more relevant ads which should help drive sales and improve your customer experience.

How should you use Google AI for paid search campaigns?

The conversational experience can help you navigate through the constant trial-and-error that is social media and SEO to create an ad campaign that targets the right customers. The steps for using CEGA to create a campaign are fairly intuitive once you get started, but here are some tips and tricks for getting the most out of the program.

1. Edit, add, or delete keywords that Google AI provides. The more you give AI direction for what you want, the more it will learn and be able to help you create ads without as much prompting. Use your valuable knowledge and experience to craft headlines and descriptions that fit your style.
2. Use the chat box to refine and target the suggestions. Type your messages as if you are having a conversation with someone. For example, type something like, “I need more headlines with the keywords listed,” or “Give me descriptions that include a call to action.” Play with the responses you get until you get something specific.
3. Suggested images will either come from your landing page or will be AI generated. Any that are AI generated will contain a mark identifying them as AI. Even if it is a Google suggestion, it’s still your responsibility to ensure the assets fit the acceptable guidelines so double-check everything.

The CEGA program was developed for all skill levels, and it’s a great way for beginners to learn how landing pages and keywords work to promote your product. AI in general can be a useful tool when it’s used appropriately, but remember to never include proprietary information about your company in your prompts, as AI is not totally secure.

Rely on your knowledge to adjust the output, and you’ll likely find more success in your paid search campaigns.