Google Ads & AI: Taking SEA to the next level with artificial intelligence

Traditional SEA practices enhanced by AI

1. Keyword research: A combination of proven methods and AI support

Proven methods:
SEA specialists continue to rely on tools such as SEMrush, Search Console and Keyword Planner for comprehensive keyword research. They analyse websites, conduct desk research, and combine individual terms to form relevant long-tail keywords. This approach remains fundamental to any successful keyword research strategy.

AI reinforcement:
AI can enhance this process by:

Identifying patterns that human analysis might miss
Suggesting additional variations and synonyms
Incorporating recent search trends
Minimising the risk of missing relevant keywords
Identifying different intentions behind keywords

Whilst human intuition still drives keyword research, AI considerably strengthens the results

2. Text ads: Human creativity complemented by AI suggestions

Proven methods:
Crafting ad copy continues to be a creative process where human insights prove invaluable. SEA specialists possess intimate knowledge of brand values, target audiences, and tone of voice, weaving these elements into compelling text that adheres to Google's guidelines.

AI reinforcement:
AI can assist with:

Creating multiple options for A/B testing
Offering fresh perspectives that inspire SEA specialists
Maximising impact within strict character constraints
Translating texts into different languages while maintaining nuance

The best results are achieved when human expertise is combined with AI suggestions, rather than complete automation of the creative process.

3. Data-driven optimisation: Human insight with AI support

Proven methods:
SEA specialists still analyse things like cost per conversion, click-through rates, performance per device, geographical factors, and keywords. These analyses remain essential for campaign success.

AI reinforcement:
AI can elevate this process by:

Respond faster to changes in search behaviour
Detection of patterns beyond human perception
Allocate budget more effectively across campaigns and keywords
Make more accurate predictions of campaign performance

SEA specialists remain in control, whilst AI delivers critical insights to inform strategic decisions.

How Google Ads deploys AI

Google is increasingly integrating AI functionality into its Ads platform:

Automatically created assets
Google can automatically generate ad variations based on your website content and existing ads. This saves time and can lead to new insights. However, it is important to realise that the quality of the output depends on the quality of the input. How strong is your prompt and source input (e.g., website content)?

How do I build the perfect prompt? With so much advice, I don't know where to start.

The more specific your prompt and the clearer the tasks and expectations you set, the better the results. We've created a handy cheat sheet to help you build a strong prompt.

Download the prompt cheat sheet for free

Performance Max campaigns

These campaigns use AI to automatically distribute ads across all Google networks, cleverly combining text, images, and videos for optimal results.
Performance Max is a bit of a black box in terms of insights. Using scripts, we can extract more information than what's visible in the UI, but much remains uninformative.

Performance Max Placement Reports Script:
Purpose: Get insights on where your PMax ads are displayed within the Google network (such as YouTube channels, apps).

What it does: Generates a report of placements (e.g., website URLs or apps) where ads have been shown.

Usage: Filter for low performance or irrelevant placements and exclude them through account-level exclusions if necessary.

Search Term Insights Script:
Purpose: Find out which keywords trigger your PMax campaign.

What it does: Utilises the 'search categories' report or connects to Google Ads API to retrieve insights on matched queries.

Usage: Best when combined with branded versus non-branded search insights for comprehensive analysis.

Data Export to Google Sheets or BigQuery Script:
Purpose: Automatically transfer campaign data to a dashboard tool.

What it does: Daily exports of performance data to Google Sheets or BigQuery for use in Looker Studio or Power BI.

Usage: Enables you to build custom dashboards that provide visual insight into your PMax campaigns.

Broad match with AI
The broad match keyword type has been improved with AI, allowing it to better identify relevant searches whilst avoiding irrelevant ones. It remains important, of course, to monitor your keyword report closely. Check how relevant your actual matches are at the keyword level and determine what terms you should exclude.

Optimised targeting
AI helps identify new audiences likely to convert, based on your existing conversion data.

The system's effectiveness depends entirely on the quality of your input data. Ideally, everything should be well measured, with opportunities captured for both soft and hard conversions. When we have insufficient data from hard conversions, we enrich it with soft conversions, such as other interactions on the website. Additionally, ensure your data collection is accurate and as comprehensive as possible, especially in an environment with AdBlockers, cookie consent walls and GDPR considerations.

Automated bidding strategies
Google's AI-driven bidding strategies such as Target CPA and Target ROAS optimise bids in real-time to achieve desired results. However, it is important to put frameworks back into place here:
- What is the maximum cost of a click?
- Where is the focus (on which theme or product group)?

Additional AI tools for SEA specialists

Besides the built-in Google Ads functionalities, SEA specialists can also use external AI tools. Internal AI functionalities primarily lend themselves well to textual assistance, with minimal visual assistance. For all other requirements, external AI tools provide complementary capabilities.

AI-generated banners
Tools like DALL-E and Midjourney help create visually appealing banners that fit campaign objectives. Alternatively, you can use Google Gemini's own image AI, which is partially integrated into the Google Ads UI.

Creating videos with AI
AI video tools make it possible to quickly create professional video ads without extensive production knowledge. Additionally, Google Ads automatically crops videos to appropriate dimensions for different devices and platforms (e.g., portrait versus landscape format).

Automated reporting
AI can help generate insightful reports that identify trends and provide actionable recommendations. The Google Ads interface already offers predictions on expected search volume and conversion rates.

The human factor remains indispensable

Despite all the AI capabilities; human expertise remains crucial. The best results are achieved when AI is used to reinforce human creativity and strategic insight, not replace it.

SEA specialists bring indispensable qualities that AI cannot match

Strategic understanding of business objectives
Understanding of brand values and tone of voice
Empathy for the target audience
Ethical considerations and social responsibility
Creative problem solving

Conclusion: A balanced approach

The future of Google Ads does not lie in completely replacing human expertise with AI, but in finding the right balance. AI can automate repetitive tasks, generate new insights and improve performance, whilst human strategy and creativity remain indispensable.

The most successful SEA specialists are those who embrace AI as a powerful tool in their arsenal, whilst continuing to rely on their unique human qualities for strategic decisions, and creative solutions. This balanced approach allows advertisers to combine the best of both worlds: the efficiency and analytical power of AI with the creativity and strategic vision of humans.