I Used Google’s Generative AI to Create My Ads…
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Introduction
In the realm of digital marketing, artificial intelligence (AI) has steadily made its mark, and Google's latest generative AI features for Google Ads are no exception. As a marketer, I approached this innovative tool with a mix of curiosity and skepticism. Following my instincts, I opted to conduct a hands-on test to see how well Google Ads' generative AI could assist me in setting up a campaign for an Italian restaurant client.
Setting Up the Campaign
I began by selecting the type of campaign I wanted, aiming for sales through a general search campaign. My goal was to drive both site visits and phone calls. After focusing on conversions, I reviewed the default settings for the search network. Having discussed this topic in previous videos, I opted out of broad match keywords, which I believed wouldn't yield good results for the budget of my restaurant client.
The critical part of the setup was the generative AI tool, which promised to assist with keyword and asset generation, areas where advertisers often struggle. Instead of manually brainstorming keywords, I decided to import the restaurant's URL and provide the AI with some context about the business.
Inputting Information
To facilitate a more accurate output, I described the restaurant as an Italian eatery located in the heart of Portland, specializing in Southern Mediterranean cuisine, with handmade pastas and Italian cocktails. After hitting the "generate" button, I eagerly awaited the AI's response.
The AI's Output
The AI returned a list of keywords, including:
- Italian menu
- Cafe menu
- salad Place
- restaurant takeout
- Dolly Olive Portland
- Dolly Olive Portland Oregon
- Dolly and Olive Restaurant dinner
Upon reviewing the results, my excitement quickly transformed into disappointment. While it provided a few suggestions, most of them were broad and lacked specificity. For instance, it didn’t suggest strong keywords like "Italian restaurant in Portland" or "Southern Mediterranean restaurant in Portland." The output was too vague for my liking.
Of the keywords generated, only "restaurant takeout" stood out as somewhat relevant, and "Dolly Olive" were branded keywords. I realized that I would need to think more strategically about my keywords, potentially incorporating location modifiers like “downtown Portland” to enhance precision.
Ad Assets Generated
Next, I looked at the headlines suggested by the AI:
- D in available
- suitable for comfort food
- Dolly Olive
- popular for a lunch delivery
- available for reservations
- healthy products available
- not good hard liquor available
- small plates available
- good for solo dining
- table service available
- desserts everything's available
Once again, I found the output lacking. Most of the suggestions were vague and repetitive, failing to capture the unique essence of the restaurant. The only title I would consider using was the restaurant's brand name.
Budget Recommendations
This part was particularly interesting. Google recommended a daily budget based on the broad keywords provided, leading to an astonishing figure of $ 3,000 a month. I was cautious at this juncture since it’s essential to set a personalized budget that aligns with the advertising strategy and avoid unnecessary spending.
Conclusion
Ultimately, my experience with Google’s generative AI in the setup of the ad campaign was mixed. The AI did offer some assistance, but the suggestions for keywords and ad assets felt too broad, making it clear that additional input is necessary for better output. If you’re considering using Google's generative AI beta for your campaigns, it might be worth testing despite the potential hiccups.
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Keywords
- Google Ads
- Generative AI
- Digital marketing
- Keywords
- Campaign setup
- Italian restaurant
- Portland cuisine
- Ad assets
- Keyword match types
FAQ
What is Google’s generative AI in Google Ads?
Google’s generative AI is a feature designed to assist advertisers in generating keywords and ad assets based on the information they provide about their products or services.
How effective is Google’s generative AI for generating keywords?
The effectiveness of Google’s generative AI can vary. In this test, the output was found to be broad and lacking specificity, suggesting that additional tailored input may be required to achieve better results.
Should I use broad match keywords in my campaigns?
Broad match keywords can yield a wide reach but may not be the best choice in certain cases, such as for specific local businesses like restaurants. Using more exact match types can improve the relevance of your ads.
Can I control the budget suggested by Google Ads?
Yes, you can override the budget recommendations provided by Google Ads and set a custom budget that aligns with your advertising strategy.
Is it worth testing Google’s generative AI for ad campaigns?
Despite some shortcomings in the AI's output, testing it could provide insights into how it functions and what adjustments can be made for better campaign performance.