{"id":623271,"date":"2024-06-06T16:00:00","date_gmt":"2024-06-06T13:00:00","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/generative-ais-role-in-shaping-the-future-of-advertising\/"},"modified":"2024-06-06T16:00:00","modified_gmt":"2024-06-06T13:00:00","slug":"generative-ais-role-in-shaping-the-future-of-advertising","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/generative-ais-role-in-shaping-the-future-of-advertising\/","title":{"rendered":"#Generative AI\u2019s role in shaping the future of advertising"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a3f8f716aef7\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a3f8f716aef7\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/generative-ais-role-in-shaping-the-future-of-advertising\/#Generative_AI_is_set_to_revolutionize_advertising_and_enhance_the_future_of_search_Heres_what_it_means_for_search_marketers\" >Generative AI is set to revolutionize advertising and enhance the future of search. Here&#8217;s what it means for search marketers.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/generative-ais-role-in-shaping-the-future-of-advertising\/#From_short-term_solutions_to_long-term_innovations\" >From short-term solutions to long-term innovations<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/generative-ais-role-in-shaping-the-future-of-advertising\/#A_future_vision_of_search_advertising\" >A future vision of search advertising<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/generative-ais-role-in-shaping-the-future-of-advertising\/#Omnipresent_generative_assistants\" >Omnipresent generative assistants<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/buradabiliyorum.com\/en\/generative-ais-role-in-shaping-the-future-of-advertising\/#Hands-free_assistants\" >Hands-free assistants<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/buradabiliyorum.com\/en\/generative-ais-role-in-shaping-the-future-of-advertising\/#Enhanced_consumer_memory\" >Enhanced consumer memory<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/buradabiliyorum.com\/en\/generative-ais-role-in-shaping-the-future-of-advertising\/#Keywords_lose_importance\" >Keywords lose importance<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/buradabiliyorum.com\/en\/generative-ais-role-in-shaping-the-future-of-advertising\/#More_custom_ads_when_creative_costs_approach_zero\" >More custom ads when creative costs approach zero<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/buradabiliyorum.com\/en\/generative-ais-role-in-shaping-the-future-of-advertising\/#Generative_AI_will_increase_conversion_quality_by_reducing_transactional_friction\" >Generative AI will increase conversion quality by reducing transactional friction<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/buradabiliyorum.com\/en\/generative-ais-role-in-shaping-the-future-of-advertising\/#Enhancing_advertising_efficiency_and_effectiveness_with_generative_AI\" >Enhancing advertising efficiency and effectiveness with generative AI<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Generative_AI_is_set_to_revolutionize_advertising_and_enhance_the_future_of_search_Heres_what_it_means_for_search_marketers\"><\/span>Generative AI is set to revolutionize advertising and enhance the future of search. Here&#8217;s what it means for search marketers.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\nI attended Google Marketing Live (GML) 2024 at Google\u2019s Mountain View headquarters, and it was quite an experience. I witnessed firsthand the array of new product launches and updates that Google unveiled and had a chance to talk with Google\u2019s product leadership about it. <\/p>\n<p>With over <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/posts\/konstadinos-papadopoulos_gml-2024-product-announcements-activity-7198986249200627716-1GNR\">30 new features<\/a> to enhance advertisers\u2019 capabilities, there were clear trends (ecommerce is a big priority) and notable gaps (B2B use cases were sparse).<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-from-short-term-solutions-to-long-term-innovations\"><span class=\"ez-toc-section\" id=\"From_short-term_solutions_to_long-term_innovations\"><\/span>From short-term solutions to long-term innovations<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The GML 2024 keynote covered two crucial aspects: the long-term and the short-term. <\/p>\n<ul>\n<li>The long-term vision offered insights into the future of search, highlighting potential innovations and trends driven by Gemini.<\/li>\n<li>Meanwhile, the short-term focus addressed the im<a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">media<\/a>te needs of advertisers, whose jobs have become more demanding than ever. <\/li>\n<\/ul>\n<p>Scope creep and resource planning are major challenges to keeping up with ad accounts, according to this year\u2019s <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.ppcsurvey.com\">PPC Survey<\/a>. Advertisers are looking for solutions that can help alleviate this pain in the immediate term.<\/p>\n<p>When looking at social media, there\u2019s a lot of buzz and emphasis on the short-term solutions that have been announced, so I won\u2019t address those here. But I will dive into the less-discussed long-term vision for the future of search advertising.\u00a0<\/p>\n<p>Generative AI is revolutionizing what\u2019s possible with <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/technology\/\" data-internallinksmanager029f6b8e52c=\"4\" title=\"Technology\" target=\"_blank\" rel=\"noopener\">technology<\/a>, greatly impacting how consumers behave. This change will, in turn, affect how advertisers connect with consumers.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-a-future-vision-of-search-advertising\"><span class=\"ez-toc-section\" id=\"A_future_vision_of_search_advertising\"><\/span>A future vision of search advertising<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Generative AI is set to be one of the most transformative technological advancements, significantly impacting the PPC advertising landscape. <\/p>\n<p>The implications for our field are immense, making it essential to understand the potential changes and adapt our strategies accordingly. GML 2024 offered a preview of this future.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-omnipresent-generative-assistants\"><span class=\"ez-toc-section\" id=\"Omnipresent_generative_assistants\"><\/span>Omnipresent generative assistants<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Philipp Schindler\u2019s demo of the generative assistant illustrated how AI can act as an omnipresent helper for people. I took away two key points:<\/p>\n<ul>\n<li>If an AI assistant is always with consumers, advertisers have constant opportunities to connect with them in meaningful and helpful ways.<\/li>\n<li>The assistant can function as a digital memory, helping consumers recall any experiences they\u2019ve shared with it, creating another opportunity for marketers.<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-hands-free-assistants\"><span class=\"ez-toc-section\" id=\"Hands-free_assistants\"><\/span>Hands-free assistants<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>While Schindler\u2019s demo involved holding a phone camera to show the assistant what he saw, more practical hands-free assistants are emerging, making it easier for assistants to always be there with the person they\u2019re helping.<\/p>\n<p>For example, Meta\u2019s AI Glasses have a built-in camera and speakers, allowing users to interact with their environment by saying, \u201cHey Meta, look at this and tell me\u2026\u201d I use this to summarize things I am reading, like magazines or <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/news\/\" data-internallinksmanager029f6b8e52c=\"2\" title=\"News\" target=\"_blank\" rel=\"noopener\">news<\/a>papers.\u00a0<\/p>\n<p>There are also several button-like assistants, such as the Rabbit R1, Humane AI Pin and Limitless Pendant. Though some of these products have received <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.bbc.com\/news\/articles\/cljdnw77ge6o\">poor reviews<\/a> for their execution, they are first-generation products that still showcase what may soon be possible.<\/p>\n<p>Companies will have more opportunities to connect with prospects and customers when people can access useful assistants without pulling out their phones. While we may love our smartphones, there is tremendous friction involved in pulling out your phone every time you need something.<\/p>\n<p>And don\u2019t even get me started on how many clicks it takes nowadays to do what you want on websites before you\u2019ve gotten through all the privacy acknowledgments and discount offers for new customers in an attempt to build first-party data.<\/p>\n<p>Imagine using a hands-free assistant with multi-modal inputs, walking into a fancy hotel, and asking your assistant to find furniture that matches the room or even redesigning your living room in the style of the hotel lobby. With the rise of generative AI, this incremental search behavior will become more typical.<\/p>\n<p>And remembering that new customers are the most expensive to acquire, how could generative AI help drive loyalty and repeat business from existing customers? <\/p>\n<p>Imagine building an IKEA cabinet and hearing your assistant say you\u2019ve placed a panel backward and directing you to page 7 of the manual. <\/p>\n<p>Or, imagine your Blue Apron assistant narrating the recipe while monitoring the pot on the stove and telling you what to do with the next ingredient it sees on your chopping board.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-enhanced-consumer-memory\"><span class=\"ez-toc-section\" id=\"Enhanced_consumer_memory\"><\/span>Enhanced consumer memory<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Generative AI\u2019s ability to understand consumer behavior through multimodal inputs will also offer advertisers new opportunities. <\/p>\n<p>Cameras can see and interpret what you look at, while microphones can hear and summarize your conversations. This capability opens up possibilities related to memory and can help consumers convert long after they think of something they\u2019d like to buy.<\/p>\n<p>The problem with demos at events like GML is that they often feel forced and don\u2019t represent real-world scenarios. It might be awkward to interrupt a real-world conversation to ask your assistant where to buy the sneakers the person you\u2019re talking to is wearing, but what if you could address it later? <\/p>\n<p>In a quiet moment, you could ask your assistant to remember the sneakers from your conversation with Kirk and help you find similar ones for sale nearby.<\/p>\n<p>Google Ads has long used recent search history to maintain the context of what consumers seek. For instance, a search for \u201cweather in Rome\u201d followed by a generic search for \u201chotels\u201d will still show hotels in Rome. <\/p>\n<p>But imagine if this memory extended beyond keywords and included all your daily experiences. It would be much easier to find exactly what you\u2019re looking for.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-keywords-lose-importance\"><span class=\"ez-toc-section\" id=\"Keywords_lose_importance\"><\/span>Keywords lose importance<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Generative AI\u2019s memory points to a future where keywords become far less critical. <\/p>\n<p>Just as the keyword \u201chotels\u201d in my earlier example leads to results for hotels in Rome, the additional multimodal memory from an omnipresent assistant drastically reduces the need for specific keywords to get relevant results.\u00a0<\/p>\n<p>Your assistant will know you spent a while looking at Adidas road racing sneakers in a store. <\/p>\n<p>When you\u2019re ready to shop, it will start with those sneakers, even if you don\u2019t use a related keyword. You could tell the assistant you want to buy \u201cthose shoes you saw earlier,\u201d and it would know precisely what you meant.<\/p>\n<p>Generative search results, which Google said have higher click-through rates than non-generative ones, illustrate this reduced dependency on keyword-centric strategies to show relevant ads.<\/p>\n<p>Microsoft Ads recently reported a 1.8x lift in CTR for ads in Bing Copilot compared to regular search ads. This shows that the context an assistant gathers about its user can help deliver more relevant results.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1270\" height=\"644\" alt=\"Lift in Bing Copilot\" class=\"wp-image-442959\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/06\/Lift-in-Bing-Copilot.png.webp 1270w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/06\/Lift-in-Bing-Copilot-600x304.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/06\/Lift-in-Bing-Copilot-800x406.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/06\/Lift-in-Bing-Copilot-200x101.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/06\/Lift-in-Bing-Copilot-768x389.png.webp 768w\" data-lazy-sizes=\"(max-width: 1270px) 100vw, 1270px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/06\/Lift-in-Bing-Copilot.png.webp\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1270\" height=\"644\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/06\/Lift-in-Bing-Copilot.png.webp\" alt=\"Lift in Bing Copilot\" class=\"wp-image-442959\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/06\/Lift-in-Bing-Copilot.png.webp 1270w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/06\/Lift-in-Bing-Copilot-600x304.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/06\/Lift-in-Bing-Copilot-800x406.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/06\/Lift-in-Bing-Copilot-200x101.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/06\/Lift-in-Bing-Copilot-768x389.png.webp 768w\" sizes=\"(max-width: 1270px) 100vw, 1270px\"><\/figure>\n<\/div>\n<p>This trend suggests that keywords may become less crucial as AI better understands user intent through engagement history.<\/p>\n<p><!-- START INLINE FORM --><\/p>\n<p><!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\">\n<h2 class=\"wp-block-heading\" id=\"h-more-custom-ads-when-creative-costs-approach-zero\"><span class=\"ez-toc-section\" id=\"More_custom_ads_when_creative_costs_approach_zero\"><\/span>More custom ads when creative costs approach zero<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>If you\u2019ve seen some of my recent presentations at SMX, you\u2019ll be familiar with my slide about the waves of innovation in Silicon Valley. <\/p>\n<p>It shows how every 30 years, a new technology emerges that drives the marginal cost of something critical to zero.\u00a0<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"855\" alt=\"Generative AI - A new wave of information\" class=\"wp-image-442960\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/06\/Generative-AI-A-new-wave-of-information.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/06\/Generative-AI-A-new-wave-of-information-600x321.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/06\/Generative-AI-A-new-wave-of-information-800x428.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/06\/Generative-AI-A-new-wave-of-information-200x107.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/06\/Generative-AI-A-new-wave-of-information-768x410.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/06\/Generative-AI-A-new-wave-of-information-1536x821.png 1536w\" data-lazy-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/06\/Generative-AI-A-new-wave-of-information.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"855\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/06\/Generative-AI-A-new-wave-of-information.png.webp\" alt=\"Generative AI - A new wave of information\" class=\"wp-image-442960\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/06\/Generative-AI-A-new-wave-of-information.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/06\/Generative-AI-A-new-wave-of-information-600x321.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/06\/Generative-AI-A-new-wave-of-information-800x428.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/06\/Generative-AI-A-new-wave-of-information-200x107.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/06\/Generative-AI-A-new-wave-of-information-768x410.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/06\/Generative-AI-A-new-wave-of-information-1536x821.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/figure>\n<\/div>\n<p>In the 1960s, microchips made the marginal cost of computing <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">app<\/a>roach zero, allowing businesses to become more efficient due to the ubiquity of computers. For example, no one considers the cost of creating a new spreadsheet to analyze a business trend because it\u2019s essentially zero.<\/p>\n<p>In the 1990s, the web reduced the marginal cost of distribution to nearly zero, enabling anyone who created content to distribute it globally without needing expensive relationships with stores or distributors. Now, 30 years later, generative AI promises to reduce the marginal cost of creation to zero.<\/p>\n<p>I can create custom bedtime stories for my kids on the fly. My 5-year-old daughter is \u201cproducing\u201d songs about our kittens, and we generate coloring pages based on their imagination.<\/p>\n<p>Some venture capitalists I\u2019ve spoken with in Silicon Valley envision a future where Netflix produces <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/watch-movies-tv-seriess\/\" data-internallinksmanager029f6b8e52c=\"8\" title=\"Watch Movies &amp; TV Series\" target=\"_blank\" rel=\"noopener\">movies<\/a> custom-made for each user. While that may be several years away, custom 30-second commercials may be far closer. <\/p>\n<p>Recently, at several conferences in Los Angeles, I saw a glimpse of Hollywood\u2019s future, where generative AI is cutting the cost of production dramatically. For example, this summer, a Swedish movie, <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.imdb.com\/title\/tt14807348\/\">UFO Sweden<\/a>, will be released in U.S. theaters, and most viewers will believe it was shot in English because generative AI has synced the lips of all actors.<\/p>\n<p>Hence, it looks like they\u2019re speaking English instead of Swedish. This type of technology means that video ads could be customized for each consumer in the near term.<\/p>\n<p>So, imagine a car commercial in which the driver looks just like you, and the car is driving around your city. Personalized video ads like this are on the horizon, and imagine how they could significantly boost conversion rates.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-generative-ai-will-increase-conversion-quality-by-reducing-transactional-friction\"><span class=\"ez-toc-section\" id=\"Generative_AI_will_increase_conversion_quality_by_reducing_transactional_friction\"><\/span>Generative AI will increase conversion quality by reducing transactional friction<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>A GML example illustrated how conversion rates can improve thanks to reduced friction. A storage company used photos of rooms containing furniture, and generative AI classified the furniture and estimated its sizes. <\/p>\n<p>This innovation removed the usual friction of deciding the proper storage unit size after users clicked on an ad, as the AI did this hard work for them. AI made it easier for consumers to not just fill out a lead gen form but actually reserve the best product for their needs.<\/p>\n<p>While lead-gen advertisers expressed frustration that GML delivered far more solutions for ecommerce than lead-gen, Google shared that 50% of advertisers don\u2019t leverage first-party data for ads. For instance, some lead-gen advertisers don\u2019t yet connect their CRMs to help the ad platform understand lead quality.<\/p>\n<p>The issue here is that the automations driving campaigns and bids can only work as well as the data provided by advertisers: \u201cgarbage in, garbage out.\u201d The machine needs high-quality data to deliver the desired outcomes. <\/p>\n<p>Advertisers should integrate their CRM systems with ad tools. Still, even if they don\u2019t, I believe that generative AI\u2019s ability to reduce friction for advertisers with more complex sales cycles will help shorten their conversion lag.<\/p>\n<p>The storage unit example illustrates this well. If generative AI provides consumers with more appropriate suggestions, conversion rates should also increase. <\/p>\n<p>Also, by streamlining time-consuming tasks that slow down the decision process, generative AI can accelerate it. This efficiency helps advertisers quickly identify high-quality leads, inform the ad platform and generate more high-quality leads.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-enhancing-advertising-efficiency-and-effectiveness-with-generative-ai\"><span class=\"ez-toc-section\" id=\"Enhancing_advertising_efficiency_and_effectiveness_with_generative_AI\"><\/span>Enhancing advertising efficiency and effectiveness with generative AI<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>GML 2024 showcased a future where generative AI transforms advertising, offering both immediate solutions and a visionary outlook for the years ahead. <\/p>\n<p>While ecommerce advancements took center stage, the potential for generative AI to reshape B2B marketing and lead generation was evident.\u00a0<\/p>\n<p>Advertisers can enhance efficiency and effectiveness by leveraging AI-driven tools, integrating first-party data and reducing transactional friction.<\/p>\n<p>As we navigate these changes, staying adaptable and embracing innovation will be crucial for maximizing the opportunities presented by this new era of advertising.\n<\/p><\/div>\n<p><\/p>\n<div class=\"about-author\">\n    About the author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3 text-center\">\n<div class=\"avatar\">\n                        <img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" alt=\"Frederick Vallaeys\" width=\"140\" height=\"140\" src=\"https:\/\/searchengineland.com\/images\/authors\/FrederickVallaeys-lg.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" src=\"https:\/\/searchengineland.com\/images\/authors\/FrederickVallaeys-lg.jpg\" alt=\"Frederick Vallaeys\" width=\"140\" height=\"140\">\n                                            <\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<div class=\"name\">\n                            <strong>Frederick Vallaeys<\/strong>\n                        <\/div>\n<div class=\"row g-2 pt-2\">\n<div class=\"col-auto twitter\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/intent\/follow?original_referer=https%3A%2F%2Fsearchengineland.com%2F&amp;region=follow_link&amp;screen_name=siliconvallaeys&amp;tw_p=followbutton&amp;variant=2.0\" aria-label=\"opens in a new tab\"><i class=\"fab fa-x-twitter\"><\/i><\/a>\n                            <\/div>\n<div class=\"col-auto\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"http:\/\/www.linkedin.com\/in\/frederickvallaeys\" aria-label=\"opens in a new tab\"><i class=\"fab fa-linkedin\"><\/i><\/a>\n                                <\/div>\n<\/p><\/div>\n<p>                        Frederick (\u201cFred\u201d) Vallaeys was one of the first 500 employees at Google where he spent 10 years building Google Ads and teaching advertisers how to get the most out of it as the first Google AdWords Evangelist. Today he is the Cofounder and CEO of <a rel=\"nofollow noopener\" target=\"_blank\" href=\"http:\/\/www.optmyzr.com\/\">Optmyzr<\/a>, a PPC management SaaS company focused on making search, shopping, and display ads easier to manage with rules, scripts, reports, audits, and more. He is a frequent guest speaker at events where he inspires organizations to be more innovative and use AI and Automation Layering to become better marketers. His latest book, Unlevel the Playing Field, follows his best-seller, Digital Marketing in an AI World.                  <\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/technology\/\" target=\"_blank\" rel=\"noopener\">Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/generative-ai-role-advertising-future-442955\" target=\"_blank\" rel=\"noopener\">Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Generative AI is set to revolutionize advertising and enhance the future of search. Here&#8217;s what it means for search marketers. I attended Google Marketing Live (GML) 2024 at Google\u2019s Mountain View headquarters, and it was quite an experience. I witnessed firsthand the array of new product launches and updates that Google unveiled and had a&#8230;<\/p>\n","protected":false},"author":1,"featured_media":623272,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/06\/GML-2024-Generative-AIs-role-in-shaping-advertisings-future-800x450.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[142591,107942],"class_list":["post-623271","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-google-ads","tag-ppc"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/623271","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=623271"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/623271\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/623272"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=623271"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=623271"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=623271"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}