Google Brings Responsive Search Ads

Google Brings Responsive Search Ads With Machine Learning Integration

Last month, Google announced sweeping changes to the company’s portfolio of advertisement products by streamlining its offerings such as AdWords and making it easier for businesses and advertisers to choose the most suitable option for their campaigns.

At the Google Marketing Live event today, Google has unveiled new ad marketing tools that come with machine learning smarts and has announced the integration of ML tools in existing products.Among the key announcements made by Google at the event were improved optimization for responsive search ads, ways to boost impressions and footfalls, and tools to deliver impactful ads on YouTube to name just a few.

Responsive Search Ads

Responsive search ads combine the relevant ad data and creative input provided by advertisers with machine learning algorithms to maximize the impact of ads. For example, advertisers need to provide headlines and description lines, and the Adwords tool backed by machine learning will automatically test different combinations to identify those which perform the best, adapting the ad material to best suit the search query of potential customers and bolster the success rate of the ad campaign.
Google claims that advertisers who employed the advanced ML-backed responsive search ads saw up to 15% more clicks on their ads. In an official blog post, Google has revealed that the rollout of responsive search ads will be done over the course of the next few months.


from Technology

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