AI search features provide valuable support to marketers during the peak trading period of the year. While AI’s expansion into search brings certain challenges, adapting to these is essential for maximising results, scaling efforts, and driving efficiency throughout Q4 and beyond.

There are many AI Search capabilities marketers can use. To make this easier we have rounded up some top features that stand out to us:

Google Ads Power Pair

Combine AI-powered Search campaigns with broad match and Performance Max

AI-powered campaigns optimise performance in real time, driving more conversions and delivering better value for advertisers’ budgets. As consumers continually discover new ways to search - particularly in the competitive Q4 period - broad match and smart bidding enable advertisers to reach fresh, relevant audiences. Meanwhile, using Performance Max allows advertisers to achieve additional results across Google’s entire inventory, including YouTube, Display, Shopping, Discover, Gmail, and Maps.

Tips for Power Pair Success:

  • Simplify campaigns, ad groups and keywords - Consolidating your data into similarly themed groups can help AI powered solutions deliver better results by giving it more data to learn from.
  • Improve and monitor ad strength - AI is only as good as the inputs we put into it. Aiming for a Good/Excellent rating is a good indicator you are on the right path. KINESSO UK&I recommends a thorough test & learn approach to drive ad performance insights and optimisations.
  • Provide a wide variety of text, image and video for your Pmax campaigns - Scaling creative to give Google AI more options to find the best-performing combinations. KINESSO UK&I offers a wide range of creative services with a direct connection to activation teams that fuel a data driven approach to creative optimisation.
  • Refine Pmax Signals - Adjust search and audience signals to match seasonal asset groups.
  • Adjust smart bidding to maximise seasonal demand - Seasonality adjustments can be used to inform Smart Bidding of expected changes in conversion rates for future events like promotions or sales.

Google Ads Report Generator

Tangible insights provide guidance and reassurance your strategy is moving in the right direction. Using Google Ads report generator by asking questions about your campaigns can help reduce time spent on creating reports allowing more time to understand trends and optimisation opportunities. AI models rely on prompts to generate detailed reports, ensuring theses are specific and detailed can help generate stronger reporting outputs.

ads platform

Generative AI Creative

Generative AI experience in Google Ads can help to scale text, image and video assets.

Text assets (such as headlines and descriptions) are generated using large language models (LLMs) with an understanding of what makes an ad perform well. These outputs can speed up text creation to fine tune your campaigns.

Image/Video assets do come with more challenges. Scale and variation can be achieved however the caveat being it is not always what we would expect from experienced design teams. Think about creative inspiration and ideation from generative AI outputs that can be refined by an expert team to meet brand suitability.

Disclaimer, at KINESSO UK&I all creative uploads and use of generative AI is agreed and signed off by our clients. Auto apply creative recommendations may not be suitable for all advertisers.

Adjust your Holistic Search approach to increase promotional ad coverage on the SERP

At KINESSO UK&I, we believe that aligning Organic and Paid search is key to improving overall search efficiency. Our Equilibrium strategy leverages an automated tool stack to provide a comprehensive view of search investments. For most of the year, Equilibrium aims to reduce paid spend on keywords that organic search already captures for ‘free,’ provided competitive and ranking thresholds are met. The resulting savings can then be reinvested to drive additional conversions elsewhere. However, during peak periods, consider adjusting your strategy to maximise seasonal promotion coverage by keeping Paid search active, regardless of Organic or competitor rankings.

Final Thoughts

This snapshot of features shows AI can and will continue to help marketers. Adapting to its capabilities to support business goals will remain a focus for the agency. There is no doubt it can accelerate the day-to-day, freeing up valuable time. A clear theme that KINESSO UK&I has observed is that AI is only as good as the inputs we provide it. Harmony between the two and understanding where and what AI capabilities are suitable for your business to find the optimal balance.

How are you planning to use AI features to support your Search marketing strategies?