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Tips and Tricks

Best Practices Guide: AI Essentials in Google Ads

19 May 2023 Article
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Google AI multiplies your business results by helping you drive new customer connections, build high-quality creative, and make confident decisions grounded in insights.

Do you have the essentials to succeed with AI ? Once you’ve set your marketing goals and aligned your efforts to your broader business priorities, review the checklist below for ways to supercharge your marketing with Google AI today.

1. Get ready with the right foundation

Strengthen your measurement strategy with high-quality consented data to guide Google AI to better maximise your ROI and business outcomes. First-party data is especially valuable because it comes from the direct relationships you have with your customers.

  • Establish robust sitewide tagging with the Google tag, so you can capture the data that matters most to you. And for advertisers operating in the European Economic Area and the U.K., create a strong framework to collect and maintain users’ consent with Consent Mode.
  • Set up enhanced conversions to improve the accuracy of your conversion measurement.
  • Assign values to your conversions based on your business goals (e.g. revenue, profit margins, or lifetime value).
  • Use Google Analytics 4 to gain deeper insights across your websites and apps.
  • Adopt Customer Match to reach and re-engage your customers across Google’s surfaces.
  • Prioritise strong creative inputs—including creative on your websites— and then use our AI powered creative tools to build a wide range of assets for your campaigns.

2. Take action to maximise results with AI-powered campaigns

AI-powered campaigns help you optimise performance in real time to get more conversions and value from your budget. Find untapped demand and drive incremental results from new search queries, channels, and audiences.

  • Activate the Ads Power Pairing. Combine AI-powered Search campaigns (with broad match) and Performance Max campaigns to drive more conversions across all of Google.
  • Use value-based Smart Bidding across campaigns to invest in the conversions that are worth the most to your business.
  • Connect with your audience across YouTube, including Shorts and connected TV, using video campaigns.

3. Shift mindsets to set your org up for success

To unlock the full benefits of Google AI, organisations need to take concrete steps to test new approaches and achieve greater agility to shift budgets to the biggest opportunities.

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Create an account, set your budget, then write your first ad and decide where you want it to show up.