On 10th July 2018, at Google’s ‘Marketing Innovations Keynote address’ about ads, analytics and platform, the company announced new suite of machine learning tools to help marketers create more effective ads.
As a precursor to the event, in a blog post – “Putting machine learning into the hands of every advertiser”, Google exec Jerry Dischler (VP Product Management), promised to share how Google is helping marketers unlock more opportunities for their businesses with largest deployment of machine learning in ads.
As per Google’s internal data, Jerry Dischler explained in the blog – advertisers who use Google’s machine learning to test multiple creative see up to 15 percent more clicks!
During the event, the company unveiled four new products that tap machine learning:
- Responsive search ads— Uses a machine-learning powered ad format that “mixes, matches, and optimizes creative assets in real time to show the best-performing ad for each search query.”
- Maximize lift for YouTube — Uses machine learning to optimize ad performance on YouTube by automatically adjusting bids.
- Local campaigns— Uses machine learning to help get more customers into physical stores by optimizing where ads appear across various Google platforms.
- Smart shopping campaigns— Uses machine learning to optimize campaigns based on criteria and goals selected by marketers.
About Responsive Search Ads
Responsive search ads lets advertisers create an ad that adapts to show more text—and more relevant messages to end users. The more headlines and descriptions an advertiser enters, the more opportunities the platform serve ads that more closely match potential customers’ search queries, which can possibly improve ad performance.
Advantages of utilizing new Responsive Search Ads
- With Responsive Search ad type, as per Google, it’s easy to automate and execute testing which gives more levers to marketing and advertising executives who are willing to turn testing over to Google’s algorithm (this feature has been rolled out to select advertisers as of now)
- Responsive search ads allow more characters. Now after roll out, advertisers can enter upto 15 headlines and four descriptions, i.e. up to 90 characters instead of 80.
This allows to show ads, in the search results, as many as three headlines, instead of two, and up to two 90-character descriptions instead of one 80-character description.
- Powered by machine learning , Google can now serve better combination of ads which is most closely to match the user’s search query. With long tail of user’s inputs, utilizing Responsive Search Ads, advertisers can see more opportunities for the ad group to enter auctions related to the keywords used in those inputs.