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Topics: Lead Generation

How Google AI Is Changing B2B Marketing

August 25, 2023   Posted By Tina Golumbeski

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You’ve Already Been Using Google AI, but Wait Til You See Whats Coming Next 

Artificial intelligence (AI) is getting a lot of buzz in the B2B marketing world, but it’s not actually new. Perhaps it is because we marketers have grown up with Google that we forget it’s actually an AI company. Google has been a leader in AI for many years, and this technology is now playing an increasingly important role in search engine advertising. In this blog post, we will explore how AI is changing the way we advertise with Google search and what the future holds for this exciting technology.  

How AI is Changing Digital Advertising  

Google is using AI to automate many aspects of paid search advertising, from creating and optimizing ad campaigns to targeting and measuring results. For example, Google's machine-learning algorithms can automatically optimize ad campaigns for performance without any human intervention. This can save B2B marketers time and money, and it can help them to get better ROI from their advertising.  

Google is also using AI to create new ad formats that are more engaging and effective. For example, Google's Responsive Search Ads allow businesses to create multiple variations of an ad, and Google's machine learning algorithms will then automatically select the best performing ad for each user. If a person responds to a paid search ad that contains text about saving money, then Google may start showing that person ads that mention saving money. In this way, AI can help businesses improve their click-through rate (CTR) and conversions.  

Google is investing heavily in AI research to develop new ways to improve advertising. Google is working on AI-powered technologies that can:  

  • Deliver more personalized ads to users  
  • Improve ad targeting  
  • Automate more aspects of ad management 
  • Create new ad formats that are more engaging and effective  

As AI continues to evolve, it is clear that it will play an increasingly important role in the future of advertising. Google is at the forefront of this development, and its AI-powered advertising platform is already revolutionizing the way our clients reach their target audiences.  

The Future of AI in B2B Advertising  

Google has been using AI for years to improve its advertising platform. In recent years, AI has become even more important to Google's advertising business.  

At the most recent Google Marketing Live event, the company announced new AI advancements that will bring AI even more front and center in its advertising platform. These new advancements include:  

  • Generative AI capabilities coming to search: Google is developing new AI capabilities that will allow it to generate more relevant and engaging ads for users. These new capabilities will be used to create new ad formats, such as interactive ads and ads that use augmented reality.  
  • Performance Max campaigns: Performance Max is a new AI-powered campaign type that allows advertisers to reach more customers across Google's entire advertising network. Performance Max campaigns are fully automated, so advertisers don't need to worry about bidding or targeting. They leverage search, display, Gmail, YouTube, and Discover placements in a single campaign. We used a Performance Max campaign for our client Empire Dental. It doubled appointments for Empire in the campaign’s first weeks. See the metrics below that compare the Performance Max campaign against the traditional search campaign. 

google ai

Bard: Bard is an experimental AI chat tool that answers questions, generates creative content, and even provides customer support. Bard is still under development, but it has the potential to revolutionize the way marketers interact with their customers. Nobody knows yet how advertising will be incorporated into Bard. 

These are just a few examples of how Google is using AI to improve its advertising platform. As AI continues to develop, we can expect to see even more innovative ways that Google will use this technology to reach our B2B target audiences.  

For example, AI could create personalized search ads that are tailored to each individual user's interests and needs. AI could also be used to improve ad targeting so that ads are only shown to people who are likely to be interested in them.  

AI could also be utilized to develop brand-new ad formats that are even more compelling and effective. AI might be utilized, for instance, to develop interactive advertisements that encourage deeper user engagement. AI might potentially be utilized to develop advertisements that incorporate augmented reality to provide users a more engaging and authentic experience.  

Google AI Certification  

Google offers an AI certification program that can help businesses learn how to use AI to improve their advertising. This program covers a wide range of topics, including:  

  • The basics of AI 
  • How to use AI to automate ad campaigns 
  • How to create new ad formats with AI 
  • How to measure the results of AI-powered advertising  

It helps to work with an agency that has a paid search specialist who is Google AI certified. GGC can be a valuable resource for marketers who want to stay ahead of the technology curve and learn how to use AI to improve their B2B marketing campaigns.  

B2B Advertising’s Future is Shaped by AI 

AI is transforming the way we advertise, and Google is at the forefront of this change. By embracing AI, businesses can improve their advertising results, reach their target audience more effectively, and save time and money. If you are interested in learning more about how AI can help your business, I encourage you to contact the paid search experts at GGC.  

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