Thread by @kasimaslam

Google just announced an AI-driven, conversational chat experience within Google Ads meant to help advertisers build campaigns. Here’s what we know so far. 

#thread 🧵

The process starts with your landing page. Once provided, Google crawls the page, summarizes the content and intent, and then “will generate relevant and effective keywords, headlines, descriptions, images, and other assets for your campaign.”

Once generated, you have the opportunity to review and edit all of the suggestions. In addition, you can “ask Google AI for ideas, just like you might ask a colleague.” This gives you the opportunity to chat back and forth with Google as you iterate.

Based on the screenshots provided, the process actually looks really cool. The thing that worries me the most (especially for newbies) is a process like this is going to put Google in a position to be even more aggressive with its “recommendations”.

If you’ve been following me for any length of time, you know I think Google’s recommended settings are to be met with skepticism and caution. Google instructs advertisers to follow “best practices” that aren’t always in their best interest.

An iterative process will put Google in the position of further championing its own best interests. Further, the process dives deep into the specifics and nuances of campaign creation. Google can (will) begin offering recommendations at minute levels of the strategic discussion.

You might think I sound paranoid: You’re probably right. But, just because I’m paranoid doesn’t mean they aren’t after me. At this point in my career, I have seen enough of Google’s self-interest reflected in its education and recommendations to be bold in voicing my concerns.

We’re already losing massive amounts of control to AI-driven mechanisms. Now, Google is equipping itself to manage what little control we have left. Imagine a world where the machine learning mechanism gets to direct humans in making the few decisions they have left.

I’d love to know what you think! You can read more about the new feature here. blog.google/products/ads-c…

#ppcchat #digitalmarketing #google #googleads #gads