Google Gets AI Supercharged: Exciting New Features Announced

This September, Google unveiled exciting new AI-driven features to enhance the performance of its Google Ads platforms, particularly focusing on Search, Demand Gen, and Performance Max. These developments have the potential for a significant impact on our campaigns here at Advance Recruitment. Advance Local, the parent company of Advance Recruitment, is one of the top 3% of Google Premier Partners in the country. Advance Local has already initiated beta testing and implementing some of these advancements in our current campaigns.

Zach Pagliaroni, supervisor of Advance Local’s Enterprise Search team, is optimistic about integrating Google AI into our complex search and performance campaigns. “Our team has been closely following these updates, and we’re developing a strong understanding of how they will influence our key campaigns. While some areas of AI expansion need improvement, others are set to create even stronger ROI for our clients,” he stated.

The recent AI updates include exciting enhancements, such as better tools for building search campaigns, generative AI for asset development, and increased insights and control over Google’s innovative Performance Max campaigns.

This update is expected to be one of the most significant changes to Google’s search platform in recent years. Google Gemini will analyze campaigns and landing pages, offering recommendations for optimized headlines and body copy, which can boost ad strength and potentially lower costs per click and CPA, while also increasing site engagement.

Advertisers will also appreciate that Gemini enables easier campaign setup in various languages, allowing businesses to extend their reach beyond their native-speaking borders. Upcoming expansions will include German, French, and Spanish, with more languages to follow.

Google’s Demand Gen platform has been a valuable addition to their product suite. However, many businesses struggle to create the extensive library of assets required for this tactic. Enter Google’s Generative AI asset development platform, which assists in creating various assets needed across different ad sizes and placements.

So far, beta testing with Advance Local’s platform experts has shown mixed results. While the concept is promising, generative AI can sometimes produce nonsensical images or copy, especially with complex themes, necessitating human oversight. Pagliaroni notes, “This will work well for simpler concepts, like eCommerce. For example, ‘Create an image of a grey couch with a white background’ is ideal for Google’s generative AI.”

Since its launch, Performance Max has transformed the Google Ads landscape. This AI-driven platform leverages all of Google’s channels to target users at optimal stages in their conversion paths, complementing search campaigns effectively. However, some marketers have found the lack of asset-level reporting frustrating, leaving them uncertain about which assets drive user engagement.

New updates will introduce asset-level reporting and AI-driven recommendations to enhance the campaign’s assets. Metrics like target CPA and ROAS will become more transparent, along with explanations for any underperformance.

Additionally, Google will implement impression share reporting and campaign-level negative keyword targeting for Performance Max—features advertisers have long requested. This will help filter out irrelevant users, improving spend efficiency. Pagliaroni mentions, “Early previews of the new streamlined view of Performance Max suggest that the controls for campaign setup and optimization will not only be elevated but also simplified, which is always appreciated.”

These new features present exciting opportunities for marketers relying on Google’s suite for conversion and lead generation. However, integrating AI-driven functions into digital marketing tactics still requires human oversight. Ryan Winfield, Director of Digital Strategy at Advance Local, adds, “If you’ve experimented with AI, either personally or professionally, you’ve likely seen how fascinating it can be, but it can also miss the mark. The updates Google rolled out have the potential to deliver unprecedented results, but they underscore the necessity for human marketers to validate that the recommendations—both creative and optimization—align with the objectives at hand.”

As one of the leading Google partners in the country, Advance Recruitment is well-positioned to drive learning and success alongside Google’s search and ad platforms. Our team of specialists are ready to assist you. Contact us today to schedule a consultation and discover how Advance Recruitment can be your trusted partner in attracting quality candidates and enhancing your company’s branding efforts.