Google’s new default ad type is the Responsive Search Ad (RSA) 🎉

This means…

Expanded Text Ads are no more. Instead of manually writing the entire text ad, advertisers provide a variety of different text assets (headlines, calls to action and descriptions) and then Google puts these together in different combinations. Et voila… an ad is born!

The tech speak for this is: an asset-driven, machine learning-powered ad format. Given enough of these assets, Google could serve a whopping 40,000 unique variations of any given ad!!!

So how do you come up with the right assets for the robots to combine? You contact us for our template which makes writing RSAs a breeze.
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What about other AI writing tools?

AI content creation means using tools powered by artificial intelligence to generate written content such as ads, website pages, and product descriptions (to name a few).

The content is pulled from a multitude of online sources, but there's a catch - it's not always clear where the information came from, or even if it's entirely accurate.

Does using AI generated content go against Google’s guidelines? Can Google even detect AI generated content? The short answer is no (at the moment), but if Google’s web spam team pick up on it, your website can be penalised. Why? Because content automatically generated with AI writing tools is considered spam, according to the search engine’s webmaster guidelines.

Google’s position on auto generated content is this: “For us it’s still automatically generated content, and that means for us it’s still against the Webmaster Guidelines. So we would consider that to be spam.” — John Mueller, Google’s Search Advocate

AI writing tools can be helpful, but they're not meant to replace humans. Search engines prefer human-written content that provides an enjoyable experience for readers and customers, while also striking a healthy balance with SEO best practices. You can use AI tools to research a topic, brainstorm ideas, or combat writers block. But make sure you keep that human touch.
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How will AI change the face of paid advertising to come?

Let’s take a closer look at other new technologies that are making waves in the world of AI.
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AI-powered voice assistants
‍Google Assistant and Amazon Alexa are becoming more popular with people increasingly using voice search to find what they're looking for online — and this trend is only set to grow.
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Google's new AI assistant, Bard
‍Instead of the usual list of links, we will be able to talk to an AI bot and get direct responses to our queries. This means that we can refine our searches with a more human-like conversation, leading to better search results.
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Chatbot advertising
‍These AI-powered tools use natural language processing to understand what people want and give personalised responses to help them find what they need. Advertisers can leverage them to engage with consumers in real-time conversations.

While paid search is still important, advertisers need to adapt their strategies for this new era of search.

It's unclear whether this new way of searching will replace traditional search down the track, but one thing is for sure — it's an exciting development that's changing the way we interact with search engines.