Digital briefing, November 2: Microsoft's ad copy rules, Google's 'Add to cart' button
Microsoft is adding rules to AI-written ad copy, while Google search brings direct-purchase buttons to product panels.
- Advertising
Microsoft Advertising now lets you add up to 40 rules to AI-written ad copy #
In an announcement on October 28, Microsoft said it's launching an open pilot that lets advertisers add up to 40 written rules to ad copy generated by AI. The same update made Conversions API generally available and added age and gender targeting, plus search term reporting, to Performance Max campaigns. The rules can be used both to ban certain phrases and to set a preferred tone of voice.
What it means for your business: Because you can tell the AI your brand's tone or legal limits in advance (for example, avoiding the word 'cheap'), there's less risk that auto-generated ad copy will end up off-brand.Source: PPC Land — Microsoft lets advertisers set up to 40 guidelines for AI-written ads
- E-commerce
Google Search's product panels now have 'Add to cart' and 'Buy now' buttons #
Google rolled its Universal Cart feature, launched October 15, out to a wider audience in the US; PPC News Feed reported on October 26 that it had been 'widely rolled out.' Product panels in standard search results now show 'Add to cart' and 'Buy now' buttons alongside the link to the retailer's site, plus a cart icon at the top of the page. Shopping is completed through Google Pay.
What it means for your business: Shoppers can now buy without ever visiting your store's website, which may cut down on your site traffic and, with it, your chance to collect your own customer data, since you as the seller can't see items added to the cart until the shopper checks out through Google.Source: PPC Land — Google Search product panels gain Add to cart and Buy now buttons