AI Matching Advertisements Based on User Searches
“Over 5 trillion searches are conducted annually on Google
AI Overview and image searching with Google Lens are growing”
Dan Taylor, Vice President of Global Ads at Google [Source: Google]
With Google accelerating the integration of AI features into its services such as Google Search and YouTube, it has been found that over 80% of advertisers on the Google platform are utilizing AI for ad execution.
Additionally, the use of Google’s AI search services like ‘AI Overview’ and image searching with ‘Google Lens’ is rapidly increasing.
Dan Taylor, Vice President of Global Ads at Google, introduced this content on the 22nd during a virtual roundtable at Google Korea’s office in Gangnam-gu, Seoul.
Taylor stated, “Google is an AI-first company and is incorporating it with advertising,” adding that “with the help of ‘Gemini’, advertisers can generate images using text prompts.” He noted that over 80% of advertisers have already used at least one of Google’s AI search ad-related products.
He also introduced a study conducted last year with Boston Consulting Group (BCG), explaining that marketers who actively use AI tools have an average revenue growth rate 60% higher than those who do not. He emphasized that using AI can reduce the creation period for creative content from several weeks to just a few hours.
Google also shared a case of the domestic company Yanolja, which used YouTube Shorts Maker to create campaign video ads, reducing advertising costs (CPM) by 75%. It is understood that AI was used to present and optimize guidelines for maximizing exposure in the process of editing videos into short forms.
Google explained that more than 5 trillion searches occur annually on its search service, with 15% of them being searches with new keywords appearing every day, indicating that searches continue to evolve accordingly.
Taylor mentioned that for Google’s AI search feature ‘AI Overview’, there are over 1 billion users each month across more than 100 countries. AI Overview summarizes key search results using AI instead of listing related links as before in the Google search bar.
Moreover, image searching using ‘Google Lens’ is the fastest-growing type of search in Google, with more than 20 billion image searches every month.
The feature that allows users to draw a circle on their smartphone screen to search for specific subjects is also based on the Google Lens search.
Meanwhile, there are ongoing issues with malicious websites created by AI appearing in Google Search or YouTube, as well as false advertisements.
Regarding this, Taylor said, “Google continuously strives to enhance search quality using AI and to preemptively block malicious content” and that “in terms of paid advertisements, Google blocked over 5.1 billion violating ads last year.”