It seems like a good time to provide a brief update on generative AI within digital marketing, given that I originally spoke about this during the early days of the roll out of Performance Max – a campaign type that has grabbed Google’s AI capabilities by the horns and run with it. If you didn’t get to read it at the time, check it out here.
Performance Max leverages AI in a way that revolutionised how ad assets are created and managed.
These campaigns employ sophisticated machine learning algorithms to automatically analyse and optimise various creative elements, ranging from text and images through to video content. In real-time these assets are dynamically combined and various combinations are tested to identify the most effective and engaging content for target audiences.
In addition, it doesn’t stop at pre-existing assets. It also has the capability (as with suggested assets within other campaign types) to generate new assets for the continuous evolution and enhancement of ad creatives. Ultimately maximising campaign performance to deliver more relevant content.
What are the downsides?
If you have utilised these features you may be familiar with the restrictions that also come with them. Such as Headline suggestions that in fact exceed character limits or are just irrelevant.
While I believe that overall AI is a positive force in digital advertising it is evident that there is still a way to go when it comes to letting the machines handle your creative assets.
Test with caution – reap the rewards.