On the 23rd of January, Google announced, further to the expansion of Gemini into their core products, they were releasing conversational experiences, powered by Gemini.
This new feature allows users – potentially aimed at SMB businesses – to get a new campaign up and running while utilizing AI to generate content such as Headlines.
Gemini will utilize content that’s summarized from a landing page that the user provides and will generate all “…relevant and effective keywords, headlines, descriptions, images and other assets for your campaign…”
Google have stated that “Over the last few months, we’ve been testing the conversational experience with a small group of advertisers. We observed that it helps them build higher quality Search campaigns with less effort. One of the ways we measure this is with a metric called Ad Strength that looks at the relevance, quality and diversity of your ad copy and gives you a score from “Poor” all the way up to “Excellent.””
This change and new use case for Gemini is fantastic for small business owners that may find themselves awake at 2AM attempting to create their first Google Ad campaign and be unsure of what headlines would be most suitable. The problem, however, is that – similar to automatically created assets – Gemini will rely on content and information generated from a users website.
The fear is that small business owners may have built their website themself or used a free website generation tool to create content for a 3 page website. This in turn would then provide low quality and potentially non-relevant information relating to their business, to Gemini, resulting in ‘high quality scores’ but ads that do not drive the ‘ideal customer’ to their website.
Google Ads quality score is not an effective measure of success for this tool. ROAS or CPA would be. If Gemini was capable of generating a campaign, that then tested as higher performing on metrics that were meaningful and important to businesses, we could view it as a success.
Many within the SEM industry have found that campaigns with a lower quality score were able to achieve superior results due to the information provided or the use of ‘salesy’ language. With campaigns being created by Gemini focusing on simply achieving relevance and high quality scores, small business owners may find that campaigns do not generate the required or expected results, and would then cause harm to the confidence in the product in future.
More to come…
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