Google expands generative AI capabilities for ACAs

by | Feb 12, 2024 | Digital Marketing, Google, Google Ads, Paid social, PPC

Google has announced that its generative AI features for automatically created assets (ACA) are now available to all English language advertisers in the U.S. and UK. This expansion allows advertisers to utilize generative AI to aid in the creation of their ad campaigns, providing them with a wider range of ideas and significant time-saving benefits.

Automatically created assets (ACAs) are a campaign-level setting that advertisers can opt into, which allows for the automatic generation of assets such as headlines and descriptions. These generated assets complement the ones provided by advertisers for their responsive search ads, ultimately enhancing the overall ad content.

Generative AI is used to create assets that better match what people are searching for, ensuring that the generated content is relevant and aligns with users’ search queries. The ACAs work in conjunction with responsive search ads by generating new content based on factors such as the advertiser’s landing page, existing ads, and keywords. When the ad is eligible to appear for a query, the system considers both the pool of assets created by the advertiser and the automatically generated assets, then serves the combination predicted to perform the best.

Google Ads liaison officer Ginny Marvin commented that generative AI is used to improve the relevancy of assets to the search query and predicted performance of Search ads in Search and Performance Max campaigns. She also emphasized that ACAs are meant to supplement, not replace, existing headlines and descriptions.

For more information on how to utilize automatically created assets, advertisers are encouraged to consult Google’s guide on the subject. This expansion of generative AI features for ACA represents a significant development for English-speaking advertisers in the U.S. and UK, providing them with an innovative tool to enhance their ad campaigns and improve their overall advertising efforts.

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