Recently, the Paid Search Association (PSA) hosted an engaging “Ask Me Anything” (AMA) session featuring Ginny Marvin, the dedicated Google Ads Liaison. During this event, held on the Slack platform, advertisers had the opportunity to ask Marvin a range of questions related to paid search and, in particular, the role of artificial intelligence (AI) in Google Ads. The session shed light on various aspects, including the concerns surrounding AI-generated ads, the evolving landscape of PPC practitioner roles, and updates on the new Google Ads interface. Let’s delve into the key takeaways from this insightful AMA session.
Considering Legal and Brand Concerns with AI-Generated Ads:
One of the primary concerns raised by advertisers was the potential legal claims and the preservation of brand voice when utilizing AI-generated creative. Marvin provided a comprehensive response, highlighting Google’s approach to tackle these challenges.
The two features of how generative AI will be used in asset creation:
- A conversational experience for Search campaign creation where users can ask Google Ads for ideas to generate keywords, headlines, descriptions, images, and more.
- The PMax asset creation flow uses a website URL to swiftly create and curate high-quality text and image assets.
It was emphasized that all AI-generated assets undergo standard policy checks, ensuring compliance with legal requirements. Additionally, these assets are based on advertiser inputs, such as existing ads and website content. Advertisers also have the flexibility to review, edit, or remove automatically created assets to maintain their brand’s unique tone and identity. This reassurance from Google signifies their commitment to address the legal and brand considerations associated with AI-generated ads.
The Changing Landscape of PPC Practitioner Roles:
Another significant topic of discussion revolved around the future of PPC practitioners in light of the rapid development of AI. Marvin acknowledged that change has always been a constant in the industry, urging practitioners to remain open to learning, testing, and evolving. It was emphasized that the advancement of AI and its generative capabilities will accelerate the pace of change. However, Marvin also highlighted the positive aspects of this evolution, such as features like conversational experiences that aid businesses in launching effective campaigns aligned with their goals. Marketers and marketing teams will have the opportunity to reimagine their workflows, working in collaboration with AI to maximize their impact.
Updates on the New Google Ads Interface:
During the AMA session, Marvin shared insights about the new Google Ads interface, which is being rolled out gradually. While the previous version is still available for use, the new interface introduces a refreshed design aimed at enhancing the user experience. Adapting to a new interface takes time and reassures advertisers that they can toggle between the old and new versions during the holiday season. This phased approach allows users to acclimate to the changes at their own pace, ensuring a smooth transition.
Continuing Dialogue and Transparency:
Throughout the AMA session, a diverse range of questions from advertisers highlighted their concerns and curiosity regarding AI, the user experience, and other relevant topics. The event showcased Google’s commitment to actively listening to marketer feedback and making decisions accordingly. The collaboration between the Paid Search Association and Google Ads provided a valuable platform for advertisers to engage with a Google Ads Liaison, facilitating open and transparent discussions.
The Google Ads Liaison addressing AI in the recent AMA session held by the Paid Search Association offered valuable insights and updates to advertisers. The discussion around legal and brand concerns with AI-generated ads reassured marketers that Google is actively working to address these issues. Furthermore, the session shed light on the evolving role of PPC practitioners, emphasizing the need for adaptability and collaboration with AI technologies. The updates on the new Google Ads interface demonstrated Google’s commitment to improving user experiences while allowing for a phased transition. Overall, this AMA session exemplified the importance of ongoing dialogue and transparency between Google Ads and the advertising community.