Google’s Gemini Powered Campaign Creation Tool: Should AI Really Work All Your Ads?

DMI blog graphic that reads 'using generative ai in google ads: is it really effective?'

As news about AI has become trending and platforms such as Chat GPT gain a lot of attention, many businesses are interested in using AI in their teams in novel ways or improving efficiency. Google has always been a leader in innovation, and AI is no different. Google is adding AI to search by launching their Gemini AI to enhance the search engine’s capabilities. Google uses AI in more than just its search engine, though. They’ve also been testing using AI in their other products, including campaigns in Google Ads

Does that mean you should trust Google Ads using AI? And should AI be responsible for all of your campaigns? At DMI, we have done and continue to do a lot of hands-on testing with AI, utilizing it in different ways to create or enhance ad campaigns.

Let’s review some of the finer points we’ve discovered when testing AI, such as:

The Role of AI in Brainstorming but Not in Decision Making

A graphic of a google ad logo next to a graphic of a computer and AI

Google claims that “all you need to start is your website URL, and Google AI will help you create optimized Search campaigns by generating relevant ad content, including creatives and keywords.” AI excels at brainstorming and querying this data, revealing hidden patterns and generating fresh ideas quickly. However, effective advertising requires more than just data analysis. The best results come from combining AI’s capabilities with human oversight in decision-making. The nuanced understanding and creative insight of human experts are indispensable for ensuring strategic decisions are effective and aligned with broader goals.

Google’s Use of Generative AI in Ad Campaigns

The ability to use Google to deploy generative AI and create sophisticated ad campaigns sounds like a tempting and efficient advancement in digital marketing… And it is, with precautions. Google has already implemented AI tools in its Google Ads platform, including features like responsive search ads and automated bidding. These tools use machine learning to build base verbiage, generate multiple ad variations, weave in complex data, and optimize bids in real-time to enhance ad performance.

But from what we’ve seen, leaning on generative AI for Google Ads is like putting all your trust in a machine. It often misses the subtle touches, emotional connection, and strategic thinking that come naturally to humans.

Limitations of AI in Creating Effective Ad Copy

AI ad copy often fails to resonate with audiences on a personal level. Your Google Ads campaign needs to be more than technically sound; it has to be able to engage consumers in ways that attract them to YOUR business. Whether you’re trying to create a sense of urgency or craft messages that grab attention, build interest, and prompt action, your ads won’t be successful if they don’t catch and keep people’s attention.

Google’s AI-Powered Performance Ads

Google’s AI-powered performance ads, like Performance Max campaigns, are a goal-based campaign type that allows advertisers to access all of their Google Ads inventory from a single campaign, using AI and machine learning to optimize performance across various channels. While this approach can enhance your branding efforts and offer a lower cost per click, our assessment reveals that Performance Max relies heavily on Display Ads and doesn’t significantly boost conversions. We have found it works best when combined with Search campaigns. However, Performance Max provides limited data to the end user, making it challenging to optimize your campaigns effectively.

Common Mistakes Made by Google’s Ads AI in Ad Copy

AI tools for Google Ads make common mistakes such as:

  • Generating ad copy that promotes irrelevant services or misstating important information
  • Using keywords that are not focused on your campaign’s intent
  • Frequently lack optimized, highly converting wording or materials
  • Oftentimes, the ads fail to connect with potential customers.

Google Ads using AI can also go wrong, focusing on non-seasonal options, promoting the wrong services for the ad’s focus, or providing conflicting information, leading to less engagement and conversions. To avoid similar mistakes made by Google AI Ads, it’s important to have a robust team of human experts using their skills to refine and enhance the campaign.

How Effective Is Google’s AI in Ad Campaigns?

AI tools for Google Ads offer several benefits, including the rapid processing of vast amounts of data. For instance, AI can analyze user behavior data to identify peak engagement times, helping to schedule ads for maximum impact. However, relying solely on AI to create content can result in less engaging material that misaligns with your brand’s voice or strategy. For example, an AI might generate generic ad copy that lacks the nuanced tone your audience responds to, such as “Buy now!” instead of a more tailored message like “Discover why [insert product] fits your lifestyle.” Additionally, Google data shows that while AI copy tools can enhance certain metrics and provide inspiration for human writers, their performance is inconsistent. They often miss the mark on cultural references or humor that resonate well with specific audiences. Campaigns driven by human creativity are more likely to achieve higher conversion rates as they can adapt more fluidly to subtle market trends and consumer feedback.

Human Expertise in Enhancing AI-Generated Ad Content

While AI is a hot new tool, too much reliance on technology risks mistakes that can derail your entire campaign. That’s why, after our AI assessments, we know Google Ads and AI are great compliments but no replacement for human expertise and knowledge. The best campaign uses elements from both AI’s data-driven insights and the unique elements of an individual’s creativity, empathy, and emotional connections that come from human marketers. At DMI, we pride ourselves on the expertise of our professional team. While we recognize the usefulness of AI tools for data analysis and generating ideas, we rely on our human talent to fine-tune every campaign. Our experts ensure that each campaign accurately represents our clients and resonates deeply with their target audiences, driving genuine engagement and conversions.

Ready to see the difference a human touch can make?

Contact DMI today to have a highly trained professional manage your ads and budget. We’re based in Kansas City, MO, but we have worked with companies nationwide to improve their visibility, tailor their Google Ads campaigns for success and drive growth.