Google has announced Machine Learning (ML) tools aimed at helping marketers create more “effective” ads. Specifically, it unveiled 4 products that tap machine learning:
Responsive search ads: Uses a ML-powered ad format that “mixes, matches, & optimizes creative assets in real time.
Maximize lift for YouTube: Helps optimize ad performance on YouTube by automatically adjusting bids.
Local campaigns: Uses ML to help get more customers into physical stores by optimizing where ads appear across various Google platforms.
Smart shopping campaigns: Uses ML to optimize campaigns based on criteria & goals selected by marketers.
Responsive search ads combines a marketer’s creativity with the power of Google’s ML to help deliver relevant, valuable ads.
An advertiser has to simply provide up to 15 headlines & 4 description lines, & Google says it will do the rest. By testing different combinations, Google learns which ad creative performs best for any search query. So people searching for the same thing might see different ads based on context.
Responsive search ads will start rolling out to advertisers over the next several months.