*This article focuses on the new Search Ads 360, which has replaced the previous version. [Refer here for details]

The recent Google Marketing Live 2024 introduced how AI can be applied in Google Marketing Platform, primarily in the areas of creative, media and measurement. Several AI features mentioned were in relation to Search Ads 360 (SA360), highlighting how Google remains invested into the multi-engine search management platform.

In this post, we spotlight four key AI features, though SA360 offers even more.

Feature 1: Advanced Smart Bidding Technology

Smart Bidding leverages Google AI to optimize auction bids for conversions or conversion value. It adapts bids based on various signals like device, location, and time of day. With AI, Smart Bidding offers precise targeting and flexible controls to set performance goals. Additionally, it provides transparent reporting, helping you understand the effectiveness of your bid strategy.

Learn more about Smart Bidding here

Feature 2: Automated copy prioritization with responsive search ads

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Responsive search ads can now show one headline when it’s predicted to improve your performance. As part of this change, a headline will now be eligible to show at the beginning of description lines. Image and caption from: https://support.google.com/google-ads/answer/14506789?hl=en

Crafting compelling ad copy can be time-consuming. SA360 uses Google AI to optimize your ad copy with responsive search ads (RSAs). By analyzing the performance of different headline and description combinations, the platform automatically prioritizes the most effective variations in real-time. This data-driven approach ensures your ads consistently achieve the highest click-through rates (CTRs).

Learn more about responsive search ads via Google Ads here

Apply responsive search ads in new SA360 here

Feature 3: Budget Automation with Budget Bid Strategies

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Screenshot of budget bid strategy option and forecast

Optimizing campaign budgets can be manually tedious, especially if it’s a large campaign across different search engines with numerous ads. SA360’s AI features help by analyzing campaign performance and automatically shifting budgets towards high-performing channels and keywords. This ensures your resources are allocated where they can deliver the most significant impact.

Learn more about budget automation here

Feature 4: AI-Driven Dynamic Search Ads

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Graphic taken from https://support.google.com/google-ads/answer/3249700?sjid=5492390071557396527-AP

Dynamic Search Ads automatically display ads relevant to your site content. Google AI analyzes site content to match customer searches, complementing keywords without competing with exact matches. AI-driven ad generation eliminates the need for extensive keyword research. Available for Google Ads, Microsoft, and Yahoo! Japan search engines within the new SA360, Dynamic Search Ads offer flexibility and efficiency in ad creation.

Learn more about Dynamic Search Ads here

The Benefits of AI-Powered Search Ads 360

Incorporating AI into Search Ads 360 offers numerous benefits for advertisers:

Increased Efficiency: AI automates tedious tasks such as manual bidding and ad copy optimisation, freeing up your time to focus on strategic initiatives.

Scalability: AI allows you to manage complex campaigns across multiple platforms with greater ease.

Actionable Insights: AI-powered recommendations, with features like machine learning-driven anomaly detection, provides valuable insights to inform future campaign strategies.


If the recent Google Marketing Live is any indication, search is still a medium in which ad tech companies will continue to progress – hence the AI developments. Marketers are encouraged to apply these technologies to their search campaigns to remain competitive and stay ahead of the curve.

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