Ginny Marvin is a well-respected digital marketing expert, renowned for her knowledge in pay-per-click (PPC) advertising, e-commerce, and search engine marketing (SEM). She’s known for her past role as the Editor-in-Chief at Third Door Media, overseeing the editorial direction of its publications such as Search Engine Land. Today she serves as Google’s Ads Liaison. Ginny’s articles and presentations have been instrumental in shaping strategies for digital marketing professionals globally, with her insights often being key resources in understanding the dynamic landscapes of online advertising.
Q: One of the challenges when businesses go to use AI generated creative is legal claims and brand voice. What advice would you give marketers and customers who cannot lean into these tools for legal reasons?
A: Great question and these are issues we give a lot of thought to.
First, I just want to lay out where generative AI will be used in asset creation for anyone who missed the GML announcements:
- New conversational experience for Search campaign creation (opt-in). You can use natural language to ask Google Ads for ideas to easily generate relevant keywords, headlines, descriptions, images and other assets.
- The new asset creation flow in PMax to easily generate and curate high-quality text and image assets by just entering your URL.
- Automatically created assets (opt-in) to simplify and automate the generation of high quality ads to achieve your business objectives.
Q: Will there be any opportunity in the future to integrate some sort of brand voice/tone guidelines at an account level as AI becomes more sophisticated?
A: I don’t have an update on that at this time. It’s still early days and we’re excited to see conversational experience come to the UI.
Q: What metrics can we use to track the success of AI features? Will we have the ability to test short of the basic data in the platform?
A: Metrics will be reported as usual. Also note that advertisers can also view reporting on ACA (and remove any assets they no longer want to serve.)
Q: Do you anticipate Demand Gen campaigns to run side by side Pmax campaigns or be an ‘instead of’ campaign type? They look to be Pmax without the search or display component.
A: Here’s a bit more on Demand Gen campaigns shared last week https://blog.google/products/ads-commerce/new-ai-powered-ads-to-drive-demand/