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Edward Kozlowski

Edward Kozlowski

Digital Ads Lead

Ed has more than ten years’ experience in SEO, PPC, and email marketing for both B2B and B2C organizations. He’s certified in Google Ads and Google Tag Manager and uses analytics and research to develop exceptional digital strategies. Ed enjoys helping each client determine where they sit in the digital landscape and finding ways to improve. In his free time, Ed is an avid rock climber, and loves spending time with his chocolate lab mix Benson. 

Leveraging Google Ads AI & ChatGPT for Better Ad Performance

November 13, 2023 | Edward Kozlowski, Digital Ads Lead

5 Minute Read

Google's integration of AI into its platform significantly impacts the effectiveness of ad campaigns.

It allows more precise targeting, automated bid optimization, and personalized user ad experience. An understanding of AI-driven features and functionalities is crucial to harnessing their potential to maximize ROI and adapt quickly to the dynamic nature of online advertising.

AI helps marketers make informed decisions, refine strategies, and allocate resources more effectively. All of which ultimately lead to higher click-through and conversion rates and stronger online presence.

Staying current with Google Ads' AI capabilities is a strategic necessity in a rapidly evolving digital marketing ecosystem.

13 Ways Google Uses AI in Google Ads

  1. Smart Bidding: Google Ads employs AI for such automated bidding strategies as Target CPA, Target ROAS, and Maximize Conversions to help advertisers optimize bidding and achieve specific goals within budget.
  2. Ad Rank and Ad Auctions: AI is used to calculate Ad Rank, which determines ad position and cost-per-click (CPC) in real-time auctions. It considers factors such as expected click-through rate (CTR), ad relevance, and landing page experience.
  3. Dynamic Ad Groups: Google's AI generates ad headlines and keywords for targeting, based on landing page content. This results in more relevant ad text and allows marketers to target new search queries that escaped your keyword research.
  4. Responsive Search Ads: Advertisers provide multiple headlines and descriptions to Google Ads. Google Ads then tests combinations of those headlines and descriptions, to find the most effective ad variations.
  5. Ad Assets: Google's AI recommends and deploys ad assets – sitelinks, callouts, and structured snippets, for example – to improve the visibility and appeal of ads with images.
  6. Budget Recommendations: AI recommends budget allocations based on past performance and goals, to maximize ROI on ad spend.
  7. Data Driven Attribution: AI helps track and attribute conversions accurately across various touchpoints, which makes for more effective ad spend.
  8. Ad Creative Insights: AI tools offer insights into ad creative performance and suggest improvements to boost ad engagement with users.
  9. Ad Scheduling and Delivery: AI helps optimize ad delivery schedules to reach users at the most relevant times for better campaign performance.
  10. Dynamic Remarketing: Google's AI enables dynamic remarketing of ads that automatically show personalized product recommendations to users who have visited your website.
  11. Optimized Targeting: AI constructs user profiles modeled on real-time conversion data to show your ads to users who exhibit higher likelihood of converting. AI can also leverage these profiles to help you reach new customers.
  12. Keyword Targeting: Google Ads AI tests different search terms to see if they will drive conversions. This is why broad-match campaigns can be so effective. AI tests search terms you have overlooked in your keyword targeting. Over time, it will stop bidding on poor performing terms.
  13. Insights Data: Google’s AI will give you “insights” into your data to help you understand changes in performance and what segments are converting well for you.

Google Ads makes AI a comprehensive toolkit for smarter marketing decisions. Marketers who understand how Google Ads utilizes AI are a step ahead as they make decisions, refine their strategies, and maximize their campaigns.

AI is a powerful – even crucial – ally. Leverage AI-driven insights and automation to boost performance, optimize ad spend, and reach your target audience more effectively. Your sharpest competitors will use it, so it's important to keep up. 

Ways You Can Leverage AI Within Google Ads

  1. Utilize automated bid strategies, such as Maximize Conversions or Maximize Clicks.
  2. Pair Data Driven Attribution with automated bid strategies. While Google has narrowed the attribution models to Data Driven and Last Click, you mostly want to use Data Driven.
  3. Enable Optimized Targeting to find new customers.
  4. Take advantage of AI-driven campaigns, such as Performance Max and Dynamic campaigns.
  5. Utilize Insights to help drive marketing decisions. It can guide creative and tell you when to be  more aggressive with your ads. Remove poor performing ad creative and add new to continuously optimize ads.

Other AI Tools that Can Iprove Google Ads Performance

  1. Use ChatGPT and prompts to generate headlines and descriptions to find variations on your ad creative: Chat GPT is only as good as your prompts, so make sure you are giving it the right information to work with.
  2. Keyword research: ChatGPT can help you generate a list of relevant keywords to target in your Google Ads campaigns. Provide ChatGPT with your creative, and it will give you semantic ideas to go along with it. This can be highly effective, especially in a new industry.
  3. Negative keywords: Don’t stop at finding keywords. Use ChatGPT to find potential negative keywords, but it shouldn’t have final say.
  4. Use ChatGPT to help understand Google Ads and its features. ChatGPT can be a helpful tool to discuss how Google Ads features are working so you can gain a better understanding of how it works ChatGPT is really good at summarizing things, so asking it how a Google Ads feature works (like attribution) it can give you a clear definition. Yes, be aware of ChatGPTs limitations but know that it can  be helpful. 
  5. Performance: You can provide ChatGPT with data regarding your ad campaign's performance, and it can assist in analyzing the outcomes, spotting patterns, and proposing potential refinements to enhance your campaigns .
  6. Structuring your Google Ads account: ChatGPT can help you build a logical account structure. This is extremely helpful if you consistently have new clients or if you restructure your account to improve it.

Leveraging Google Ads AI features in combination with ChatGPT can significantly enhance digital ad performance. Google Ads AI empowers advertisers with advanced tools for automated bidding, audience targeting, and ad optimization, making campaigns more efficient and cost-effective.

ChatGPT, on the other hand, aids in generating creative content, keyword suggestions, and strategic insights, enabling more engaging and relevant ad campaigns. Together, these technologies pack serious power to enhance ad relevance, ad spend and ROI, and overall digital ad performance.

Need assistance planning or executing your next Google Ads campaign? Our expert digital ads team can help. Reach out today!