About conversational experience in Google Ads

The conversational experience in Google Ads is a chat-based feature designed to combine your expertise with Google AI to optimize your Search campaigns. When creating a new Search campaign, the experience will help you create one or more ad groups that are tightly themed around your products or services, each with its own set of jointly optimized keywords and creative assets. When editing existing Search campaigns, the experience will enable you to optimize your existing responsive search ads (RSAs) as well as create net new RSAs and ad groups that are optimized around your goals.

The conversational experience is powered by Google’s large language models, which is a type of artificial intelligence that can understand and respond using human language.

On this page

• Benefits
• How it works
• Requirements
• Tips for using conversational experience
• Instructions

Benefits

The conversational experience helps you optimize your search ads by leveraging your expertise with Google AI. The result is higher quality Search campaigns. It can help you:

• Generate one or more tailored ad groups when creating a new Search campaign, each with its own set of jointly optimized keywords and ad content including headlines, descriptions, sitelinks, and images that are tightly themed around your products or services.
• Generate keywords and ad content when creating new ad groups.
• Generate ad content when creating new and editing existing responsive search ads.

How it works

The conversational experience simplifies campaign creation and optimization through an interactive, step-by-step process. Here's how it guides you:

1. Enter your landing page URL: The process begins when you provide the URL of your preferred landing page.
2. AI generates business description: Google AI will automatically generate a short description of your business, which you can easily edit.
3. Receive AI suggestions and build campaign structure: Google AI will then suggest relevant and effective keywords, headlines, descriptions, images, and sitelinks for your campaign. This feature can also build multiple ad groups based on your website’s URL, allowing you to quickly create a fully-formed campaign.
4. Maintain control and approve: Throughout this process, you remain in the driver's seat, guiding the conversation with Google AI and approving (or revising) all suggestions before the campaign goes live.

Requirements

• The conversational experience is globally available for Search campaigns and responsive search ads where the language is set to one of the following: English, French, Spanish or German.
  • The experience won’t appear if you don’t have access. If you’re eligible, you’ll notice the conversational experience appear in your account when creating new Search campaigns, creating ad groups within existing Search campaigns, creating new responsive search ads, or editing existing responsive search ads.
• The conversational experience is currently not available when creating new ad groups within existing Search campaigns. The conversational experience feature will likely be rolled out at a later date.
• The conversational experience can't assist with domains in sensitive verticals or sub-verticals (for example, political content, celebrity endorsements, sexual content, gambling). Learn more about restricted content and related Google Ads policies.

Tips for using conversational experience

Here are a few tips for how to use the conversational experience:

• Keep your requests clear and concise.
• Chat with Google AI as if you're talking to a human.
• Rephrase your request if you aren’t satisfied with a response.
• Ensure that your campaigns adhere to Google Ads policies.

Instructions

Create a Search campaign

1. In your Google Ads account, select the create button , then select Campaign.
2. Proceed through the campaign creation process.
3. If your account's eligible, you’ll be presented with the option to use the conversational experience to build your search campaign at both the "Keyword and asset generation" step and the "Keywords and ad" step.
   1. At the “Keyword and asset generation” step:
      1. Enter the landing page URL you want users to reach after selecting your ad. Google AI will generate a summary of the landing page.
      2. Review and edit this summary to ensure accuracy.
      3. The conversational experience will automatically generate ad group suggestions. You can edit these suggestions by selecting the pencil icon and modifying the ad group name and URL.
      4. After you’ve reviewed the suggested ad groups, select Generate.
      5. Select each ad group to view or edit the ad group assets generated.
   2. At the “Keywords and ads” step:
      1. After entering the final URL in the previous step and the initial generation of assets, you can engage with the conversational experience chat on the right panel to further customize your ad.

Create a responsive search ad

1. In your Google Ads account, select the Campaigns icon .
2. Select the Campaigns drop down in the section menu.
3. Select Ads.
4. Select the plus button and select Responsive search ad.
5. If your account's eligible, you’ll be presented with the option to use the new conversational experience to build your responsive search ad.

Edit an existing responsive search ad

1. In your Google Ads account, select the Campaigns icon .
2. Select the Campaigns drop down in the section menu.
3. Select Ads.
4. Select the bar above the table of results to add a filter.
5. In the drop-down menu that appears, select Attributes, then Ad type.
6. Check the box next to “Responsive search ad”.
7. In the table of results, hover over the ad you wish to edit, then select the edit icon .
8. Select Edit.
9. If your account's eligible, you’ll be presented with the option to use the new conversational experience to edit your responsive search ad.

*Source: Google Internal Data. US, English campaigns published after using asset generation vs published without using asset generation. 1/01/2024 - 1/31/2024.