With the launch of generative AI by Google Marketing Live (GML), for google ads, getting into the auction will be more competitive as the generative AI will be presenting to users’ ads that best matched their search queries. Meaning that, for advertisers bidding on the same keywords will have the AI refine their headline and the text ads in real time and users will see high relevant ads tailored to their needs in real time.
This will be a new era for PPC managers as it will mean added advantage as regards writing relevant ads but how do you stay and beat the competition to have your ads win a slot in the auction?
LANDING PAGE CONTENT
The relevant of your landing page is going to be one of the great indices of measurement. This will have impact in two ways, one in getting you the best conversion rates that matches your click through rates. Imagine when users are landing on your page due high relevant ads powered by generative AI only to struggle to navigate without the contents matching the relevancy of your ads, this will lead to high bouncing rates and waste of ads budget resulting from low conversion rates. Without high relevant landing page, PPC advertisers will struggle to win a slot in the auction in the coming days with the introduction of the generative AI. This is because, google ads quality score and ad ranking will be placing more concern on landing page relevancy before any ads using generative AI can win a slot in the SERP
ACCOUNT HISTORY
Google ads has always used the account history to determine many factors such as your required target cost of acquisition, target ROAS and average cost of CPC. With the introduction of the generative AI, certainly, account with poor history will struggle to win a slot in the auction. This is where ACTUAL ROAS plays a big role against the TARGET ROAS or ACTUAL CPA vs TARGET CPA.
BIDDING STRATEGY
The generative AI is an automation features that will use the content of your keywords to write a user-friendly ad but to get a slot on the SERP, you must have a grip on your bidding strategy because the competition is going to be tougher as you may expect. The best way to go is to master your automated bidding strategy. This is not the time to do trial and error with bidding, this is the time deploy your bidding strategy to actions or winning a slot in the auction will be very difficult for you.
TRACK ACTION
This is not time for baby click seeking campaigns with any defined goals, this is the best time to make sure you are tracking the best actions on your campaigns. The AI uses machine learning algorithm to determine the best ads that will give the users best values, therefore, tracking the goal of your campaign will enrich the AI ML with the best training model to pick your ads when it is most likely to result to your campaign goal in your conversion action segments.
