ChatGPT... Is this the END for Google Ads?

As we all know, AI is rapidly changing many areas of our lives, and the reality is that many jobs currently required will be replaced by AI tools.

👉 MORE AI is Coming to Google Search Ads

👉 Chatgpt vs Man | Using ChatGpt for Google Ads

The change we are witnessing right now is reminiscent of what the world saw during the 17th and 18th-century industrial revolution. However, many predict that the amount of change we saw during the Industrial Revolution over 150 years will only take about 20 years for the new AI revolution.

So, what does this mean for tools like Google Search?

While many have been predicting that this is the end for tools like Google Ads, my view is that Google Ads will still be a significant player in the digital advertising market, but it will look very, very different.

The reason I believe this is the case is that the new AI technologies becoming available do not surprise Google, as they have been working on AI technologies since 2011 and launched Google AI in 2017.

This is why I don't believe that AI tools like ChatGpt will spell the death of Google Ads.

However, Google Ads will look and operate very differently.

The changes have already begun with Google:

• Changing the way keyword match types work.
• Introducing more and more automatically created assets.
• Plus, a range of new campaign types with Google's new Performance Max campaigns, which launched in 2021, soon to be joined by 'Demand Gen.'

So, while we don't know exactly what Google Ads will look like 10 years from now, Google has started to share what the next generation of Google Ads will look like.

For those of us who remember, Google's search interface used to look like a more crowded screen of blue, black, and green text with that classic "I'm Feeling Lucky" button.

One thing I wish were still available is the screen where, if you searched "Chuck Norris," you would get a warning from Google, telling you that "Google won't search for Chuck Norris because Google knows you don't find Chuck Norris; Chuck Norris finds you."

Now, Google has gone all serious, and the "I'm Feeling Lucky" button just takes you to Chuck's Wikipedia page—seriously, how boring!

Anyway, if you have no idea what I'm talking about, ask your dad or your weird uncle who still listens to Blink 182 every day.

In Google's annual keynote this year, they released some information about what the next version of Google Search will look like, with the key elements being that:

• Google Search will include AI-powered overviews or summaries.
• You will be able to ask follow-up questions in a chat-like function.
• Most importantly, ads will still appear in the updated Google Search Generative Experience.

For continued success with Google Ads as we move forward into this new AI age, there are three core important areas that you will need to focus on:

• Ensure you have site-wide tagging with Google Tag Manager set up across every page of your website. This is crucial to capture the data and events that are most relevant and important for your business.
• Set up enhanced conversions. Enhanced conversions allow you to collect conversion data from your users across multiple devices, including mobile, tablet, and desktop, across different user sessions. When set up correctly, enhanced conversions also allow you to feed offline conversions back into Google Ads. This data is highly important because it lets Google know which online form inquiries lead to a physical sale.
• Assign conversion values. This is especially important for service-based businesses that don't automatically have conversion values. Setting up conversion values allows you to use Maximise Conversion Value bidding strategies, so Google can focus on the most important conversion actions for your business. I refer to this as "conversion hierarchy." For example, if you have two forms on your website that you are tracking, and one form leads to a service with a profit margin ten times higher than the other, you could:

• Set the conversion value for form A to $1,000.
• Then set the conversion value for form B to $100.

This way, you have informed Google that Form A is ten times more valuable to your business. So, even though the CPC and cost per conversion may be higher, it is worthwhile to target Form A due to its higher value.

These three areas will allow you to ensure you are monitoring the correct data so that Google's automated bidding and targeting can work for your business.