Google Dynamic Search Ads: DOs, DON’Ts, and Other Secrets

BRAD SMITH | March 25, 2019 | 83 views

If you stop to think about it, how often are people searching for the exact thing you target in your Google PPC campaign? And what happens to the plethora of unique searches that cross the eyes of the Google gods on a daily basis?

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Freshest

With our corporate headquarters located in Seattle, Washington, Freshest is at the epicenter of the fastest growing tech hub in the country. We offer a unique experience for highly successful B2B advertising, thinking beyond CRM integrations and being dedicated to understanding regulations and practices across every industry we serve. Our focus is offering the freshest engaged prospects. We simplify the complexities to help you exceed your conversion goals. Freshest delivers business growth through high impact marketing technologies, business intelligence, and decades of experience.

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SOCIAL MEDIA ADVERTISING

Microsoft Named Netflix’s Global Ad Technology and Sales Partner

Article | July 14, 2022

On July 13, Netflix’s COO, Greg Peters, officially named Microsoft as Netflix’s “global advertising technology and sales partner”. This partnership will help Netflix kick-start its advertising business. Industry watchers were waiting to see who Netflix would choose as its advertising platform to build its ad-supported tier of service after the streaming giant’s April announcement to bring ads to the platform. In April, we announced that we would introduce a new lower priced ad-supported subscription plan for consumers, in addition to our existing ad-free basic, standard, and premium plans. Today we are pleased to announce that we have selected Microsoft as our global advertising technology and sales partner. “Microsoft has the proven ability to support all our advertising needs as we together build a new ad-supported offering, More importantly, Microsoft offered the flexibility to innovate over time on both the technology and sales side, as well as strong privacy protections for our members.” -Greg Peters,COONetflix. It’s very early days and we have much to work through. But our long-term goal is clear: More choice for consumers and a premium, better-than-linear TV brand experience for advertisers. We’re excited to work with Microsoft as we bring this new service to life. Microsoft recently acquired Xandr, an ad marketplace that ties into connected TV. It has been developing its ad platform while endorsing its approach to protecting customers’ information. Marketers looking to Microsoft for their advertising needs will have access to the Netflix audience and premium connected TV inventory, said Mikhail Parakhin, Microsoft’s president of web experiences. While assisting Netflix in delivering more choices to its customers, Microsoft will offer new premium value to its ecosystem of marketers and partners.

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SOCIAL MEDIA ADVERTISING

AI Ad Campaigns for Improved Ad Targeting

Article | July 13, 2022

Artificial intelligence in advertising is disrupting marketing. It is a new way to reach customers that is more personalized, engaging, and targeted than traditional ads. AI-based marketing can improve customer experience, sales and marketing, and lead generation strategies. As a result, B2B companies are adapting AI ads to target key accounts. Let us understand what ideal AI ad campaigns look like: AI Ad Campaigns: Things to Consider The most important factors that impact the success of an AI ad are its message, tone, and length. Message: The message needs to be clear and concise so your target audience can immediately grasp what you are saying. Tone: The tone needs to be friendly and conversational, and it should get a response so that your brand is approachable and not invasive. Length: The ad should be between 50-150 words. The length should depend on the message you are trying to convey. Optimizing Your AI Ad Campaign Here are some tips to optimize your AI ad campaign: Identify and understand the goals of your campaign. Select relevant and appropriate channels to influence your target segments effectively. Use conversion rates, click-through rates, and other metrics to decide where to allocate your ad budget and how best to enhance the content for different target segments. Design your campaign while keeping in mind consumer interaction and your campaign objectives. Regularly map the outcomes and make adjustments to address any issues. Consider using an AI ad creator, a type of digital software that creates ads without human input. It automatically modifies text and images to create targeted ads. Impact on the Future of Advertising Through automation and optimization, AI will impact the future of advertising and marketing. It will help marketers get insights, develop strategies and create targeted content and companies to increase customer engagement, customer experience and ad efficiency.

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ADVERTISER CAMPAIGN MANAGEMENT

6-second Video Ads: Delivering Key Messages & Driving Results

Article | August 12, 2022

Mobile media usage in the US will reach 4 hours 29 minutes per day in 2022, according to Statista. In a mobile-first world, advertisers are understanding and adapting to the changing habits of your target demographic. They are switching to using 6-second video ads to address the decreasing individual ad session times. Let us look at how 6-second ads are changing the game: 6-second ads increased ad recall by 11%, ROI by 12%, and video completion rate by 271% (Adaptly Campaign) There was an incremental lift across several key metrics, such as conversion rate, average purchase value, and click-through rate (Adaptly Campaign) 6-second ads quickly communicate the message and grab people’s attention They allow break-through with meaningful placements and influence buying decisions Netmarble’s Lineage2 Revolution Video Ad Campaign Broke Records Netmarble enlisted the assistance of Wisebirds, a Facebook Marketing Partner, to promote and drive downloads for its new mobile game. Wisebirds ran a test with 6-second, 15-second, and 30-second ads for a mobile ad campaign. The 6-second ad performed the best. Netmarble’s video ad campaign for the Lineage2 Revolution game broke records as the massively multiplayer online role-playing game with the most downloads in the App Store and Google Play in five Southeast Asian countries. The campaign highlighted the importance of delivering short, impactful messages to drive results efficiently and at a lower cost. “In terms of branding, 6 second videos showed the best performance in all branding effectiveness measurements. We found that exposing short videos repeatedly and leaving a strong impression on the audience produced an unforgettable branding message.” – Dong Gyeong Kim, Senior Campaign Manager, Wisebirds “In terms of branding, 6 second videos showed the best performance in all branding effectiveness measurements. We found that exposing short videos repeatedly and leaving a strong impression on the audience produced an unforgettable branding message.” – Dong Gyeong Kim, Senior Campaign Manager, Wisebirds Tips to Create an Impressive 6-second Video Ad Keep your ad narrative short. Create a solid punch line and figure out how to express it with the tools at hand. Don’t treat the time constraint as a hindrance but as a creative challenge to deliver a great customer experience. Ensure that your ad transformations are effective. Keep your ad simple, relatable, and visually appealing and make all the elements work together. Put 6-second Video Ads to the Test and Learn Advertisers like you must experiment and learn how to capture viewers' attention quickly and deliver memorable key messages using 6-second video ads. Shorter video ads could be a great solution to address the dip in individual ad view session times and the viewers’ lowered attention spans.

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SOCIAL MEDIA ADVERTISING

Creating Great Ads: CX Should Surpass Technology in Priority

Article | July 6, 2022

Everyone can be a creator, critic, performer and an audience member— all at the same time — thanks to the internet. However, when it comes to advertising and the internet, the biggest opportunity that you have is customer experience (CX). And yet, new technologies and the desire to decrease ad spend put customer experience on the back-burner. Why CX Should be a Priority While Making Ads? Customer experience takes a nosedive when you automate marketing decisions, drive down advertising costs, extract data, and increase intrusiveness to reach more customers. These factors negatively impact your brand’s reputation and cause customers to leave your side. As a result, your revenue might take a hit by implementing modern technology. Customer experience should always be at the top of your priority list if you want to retain your customers and give them exactly what they want. Here are some things you should remember while creating ads: Context is Key Your messaging and creatives should align with the context of your ad placement. Native ads and contextual targeting can help you safely place your ads without disrupting your UX. Value Addition Works Your consumers want to see something that is unique and adds value to their lives. Use creative, relatable, and authentic messaging to appeal to your audience. Use Technology Wisely If you don’t leverage ad tech as a part of a sound strategy and intelligent design, you might lose out on effectively representing your brand in front of your target audience. Rules to Remember While Making Ad Creatives Do not treat your audience as a set of data points Platforms are dynamic so you need to adapt to the changes in time Use technology to meet the expectations of your audience but don’t abuse it

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Spotlight

Freshest

With our corporate headquarters located in Seattle, Washington, Freshest is at the epicenter of the fastest growing tech hub in the country. We offer a unique experience for highly successful B2B advertising, thinking beyond CRM integrations and being dedicated to understanding regulations and practices across every industry we serve. Our focus is offering the freshest engaged prospects. We simplify the complexities to help you exceed your conversion goals. Freshest delivers business growth through high impact marketing technologies, business intelligence, and decades of experience.

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Appsumer Report: Apple Privacy Measures Provides a Boost for Apple Search Ads and Favors Large Advertisers

Appsumer | September 07, 2022

Appsumer, a leading performance insights platform for mobile app advertisers by InMobi, unveiled its benchmark report on how major advertisers are leveraging the top sources for app downloads, analyzed through advertiser channel adoption and share-of-wallet. The report provides a snapshot of advertiser behavior from second quarter 2021 to the second quarter 2022 and reveals that Apple has gotten a significant boost to Apple Search Ads (ASA) as a result of their AppTrackingTransparency (ATT) initiatives, while Facebook and Snap saw declines in both share-of-wallet and market share. The report also revealed that smaller advertisers continue to struggle with the increasing complexity of cross-channel advertising; while the number of channels used didn’t move significantly, the underlying data shows more detail on how larger and smaller marketers adjusted channel mix. Large advertisers increased the channels used year-over-year by an average of 1.4 channels to a total of 10.7. In contrast, smaller advertisers decreased the channels used on average by 1.1 year-over-year to 2.5. “There is a clear divide between the success of larger advertisers and the struggle of smaller advertisers,” explains Shumel Lais, General Manager of Appsumer by InMobi. “There is a clear divide between the success of larger advertisers and the struggle of smaller advertisers,” explains Shumel Lais, General Manager of Appsumer by InMobi. “The largest advertisers likely increased channels to maintain volume when performance dipped on some channels. Smaller advertisers frequently lack the creative, data and optimization resources to diversify quickly across channels.” Lais recommends that smaller app players consider building lean experimentation processes to help diversify channels, and a cost-effective data infrastructure can help provide valuable insights into the complexities of cross-channel measurement in a post-ATT world. The report's findings also highlight the shifts among market leaders, including: ASA joins the duopoly of Meta and Google at the top table of advertiser adoption, with adoption growing nearly four percentage points to 94.8%, while Meta adoption declined three percentage points to 82.8%. ASA’s share-of-wallet rose five percentage points, reaching a 15% share. Apple’s first-party data advantage on iOS for both measurement and targeting has helped, but they will need more inventory, which is why rumors of an Apple DSP are swirling. Meta’s share-of-wallet declined four percentage points year-over-year, still finishing significantly ahead of ASA with a 28% share. However, the data reveals that Meta saw an increase of share-of-wallet in early 2022, suggesting that they’re starting to recover from initial ATT headwinds. Snap lost 50% of their share-of-wallet and was impacted by both the current economic climate and ATT headwinds. However, while adoption declined three percentage points to 32.7%, it bounced back from 25.4% in the first quarter of 2022. Snap may recover its share-of-wallet in coming quarters as adoption growth can be seen as a leading indicator. TikTok pulled ahead of Snap for both advertiser adoption and share-of-wallet. However, TikTok’s advertiser adoption declined nearly seven percentage points to 43.2%. Their share-of-wallet remained steady at 3% suggesting that some advertisers are succeeding, while others are struggling to come to grips with the platform. iOS versions that enabled ATT reached mass adoption in June 2021, allowing the report to offer full comparative year-over-year analysis of its impact on mobile app advertisers. The Appsumer Benchmark Report data comes from a longitudinal study that looked at more than 100 North America and European consumer mobile apps with a median spend of $350,000 per month between the second quarter of 2021 and the second quarter of 2022. Assessments ensured that no single advertiser represented more than 20% of the dataset to avoid a single advertiser from dominating or skewing the results. For a copy of the Benchmark Report, visit here. For more information on Appsumer and its offerings, visit www.appsumer.io About Appsumer Appsumer, is a leading performance insights platform built for performance marketing teams at consumer mobile apps who want to accelerate user acquisition more effectively. Appsumer aggregates and normalizes cross-channel cost, attribution, revenue, and predictive data and visualizes it in an easy-to-use business intelligence (BI) tool for user acquisition (UA) teams. This gives marketers a single tool where they can make more effective optimization decisions and improve performance. Appsumer, part of InMobi, supports user acquisition teams at top-grossing consumer mobile apps worldwide including Lovoo, Miniclip, Trainline, and Picsart. For more information on Appsumer, visit www.appsumer.io

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CMO STRATEGY

ironSource Launches Luna Search Ads in General Availability

ironSource | April 18, 2022

ironSource (NYSE: IS), a leading business platform for the App Economy, today announced the general availability of Luna Search Ads, allowing app marketers to better create, manage and optimize campaigns on Apple Search Ads. Previously in closed beta, the product allows app marketers to automate and streamline campaign creation, keyword management and discovery, and data analysis, as well as providing automated optimization for Apple Search Ads - all from within the same platform where they manage campaigns on other channels. “Luna allows app marketers to execute and control the app marketing cycle from one place for the first time,” explained Peli Beeri, ironSource Luna GM. “Now with the addition of Luna Search Ads, marketers can optimize their campaigns on Apple Search Ads, while utilizing the cross-channel app marketing capabilities of ironSource Luna. We believe that this will assist marketers to significantly reduce costs and overhead by enabling them to manage all of their media spend from one platform, connect post-install return-on-ad-spend (ROAS) metrics from their different marketing channels and drive incremental growth across channels.” There’s been a significant increase in spend in Apple Search Ads, highlighting the critical need for sophisticated tools that support the effective management of this channel. By centralizing tools for optimizing Apple Search campaigns within the larger Luna offering, ironSource also allows app marketers to compare campaign performance on other app store search channels like Google’s Play Store, providing additional insights to drive scale and discoverability of their app. “Luna’s Apple Search Ads tool has been a great asset for our global expansion,” said Andrew Bolich, User Acquisition Analyst at Playstudios. “The platform helped streamline our campaign launches, keyword management tasks and performance management activities, and we subsequently succeeded in scaling up to our highest Apple Search Ads spend to date.” ironSource has invested heavily in supporting app developers within the Apple ecosystem, becoming the first platform to support Custom Product Pages, allowing developers to create multiple, targeted versions of an App Store product page. This unique product will now also be supported in Luna’s Search Ads, creating a powerful combination of keyword targeting and a custom product page user journey. This provides a huge potential for app growth and profitability. “We believe our cross-channel marketing software provides a key differentiator in the market, allowing us to provide app-based businesses with sophisticated technology to manage their marketing across every major channel, in the same way we’ve been enabling them to maximize revenue with our cross-channel monetization solution,” added Omer Kaplan, CRO and co-founder of ironSource. “We believe our cross-channel marketing software provides a key differentiator in the market, allowing us to provide app-based businesses with sophisticated technology to manage their marketing across every major channel, in the same way we’ve been enabling them to maximize revenue with our cross-channel monetization solution,” added Omer Kaplan, CRO and co-founder of ironSource. About ironSource ironSource is a leading business platform for the App Economy. App developers use ironSource's platform to turn their apps into successful, scalable businesses, leveraging a comprehensive set of software solutions which help them grow and engage users, monetize content, and analyze and optimize business performance to drive more overall growth. The ironSource platform also empowers telecom operators to create a richer device experience, incorporating relevant app and service recommendations to engage users throughout the lifecycle of the device. By providing a comprehensive business platform for the core constituents of the App Economy, ironSource allows customers to focus on what they do best, creating great apps and user experiences, while enabling their business expansion in the App Economy. For more information please visit www.is.com

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AD NETWORKS

Google Introduces ‘Multisearch’ in Lens

Google | April 11, 2022

Google has recently introduced a new feature, 'Multisearch,' to aid their visual search function Google lens. The multisearch feature will enable a user to refine their visual search queries. With multisearch, the users can combine their graphic and text parameters to get elaborated search results. Google, in its blog, has given a use case to consider where a user can take a screenshot of their shopping-related search query and add a question to find variants of the item searched. E.g., suppose a user searched apparel that appeared in Orange colour in the search result; then it can use the google lens to find the green variant of that apparel (as shown in the blog image). Although this feature currently aims to assist in shopping-related queries, its possibilities seem to be endless. Sometimes users experience a lack of proper keywords to search their query. However, visuals+text search query capabilities will resolve this inconvenience. E.g., one can use Google lens to scan their plant and explore how to care for it by typing the query. Visual search criteria may play a significantly larger role in the future, when augmented reality glasses and other visual technologies become available. As consumers become more acclimated to visual references and visual capture via their glasses, the ability to include those same aspects into search may become a far more significant discovery feature. Currently, this feature is in the beta phase and can only be used in the US region. Google gives credit to recent development in AI tech; it says in their blog, "All this is made possible by our latest advancements in artificial intelligence, which is making it easier to understand the world around you in more natural and intuitive ways. We're also exploring ways in which this feature might be enhanced by MUM– our latest AI model in Search– to improve results for all the questions you could imagine asking."

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AD NETWORKS

Appsumer Report: Apple Privacy Measures Provides a Boost for Apple Search Ads and Favors Large Advertisers

Appsumer | September 07, 2022

Appsumer, a leading performance insights platform for mobile app advertisers by InMobi, unveiled its benchmark report on how major advertisers are leveraging the top sources for app downloads, analyzed through advertiser channel adoption and share-of-wallet. The report provides a snapshot of advertiser behavior from second quarter 2021 to the second quarter 2022 and reveals that Apple has gotten a significant boost to Apple Search Ads (ASA) as a result of their AppTrackingTransparency (ATT) initiatives, while Facebook and Snap saw declines in both share-of-wallet and market share. The report also revealed that smaller advertisers continue to struggle with the increasing complexity of cross-channel advertising; while the number of channels used didn’t move significantly, the underlying data shows more detail on how larger and smaller marketers adjusted channel mix. Large advertisers increased the channels used year-over-year by an average of 1.4 channels to a total of 10.7. In contrast, smaller advertisers decreased the channels used on average by 1.1 year-over-year to 2.5. “There is a clear divide between the success of larger advertisers and the struggle of smaller advertisers,” explains Shumel Lais, General Manager of Appsumer by InMobi. “There is a clear divide between the success of larger advertisers and the struggle of smaller advertisers,” explains Shumel Lais, General Manager of Appsumer by InMobi. “The largest advertisers likely increased channels to maintain volume when performance dipped on some channels. Smaller advertisers frequently lack the creative, data and optimization resources to diversify quickly across channels.” Lais recommends that smaller app players consider building lean experimentation processes to help diversify channels, and a cost-effective data infrastructure can help provide valuable insights into the complexities of cross-channel measurement in a post-ATT world. The report's findings also highlight the shifts among market leaders, including: ASA joins the duopoly of Meta and Google at the top table of advertiser adoption, with adoption growing nearly four percentage points to 94.8%, while Meta adoption declined three percentage points to 82.8%. ASA’s share-of-wallet rose five percentage points, reaching a 15% share. Apple’s first-party data advantage on iOS for both measurement and targeting has helped, but they will need more inventory, which is why rumors of an Apple DSP are swirling. Meta’s share-of-wallet declined four percentage points year-over-year, still finishing significantly ahead of ASA with a 28% share. However, the data reveals that Meta saw an increase of share-of-wallet in early 2022, suggesting that they’re starting to recover from initial ATT headwinds. Snap lost 50% of their share-of-wallet and was impacted by both the current economic climate and ATT headwinds. However, while adoption declined three percentage points to 32.7%, it bounced back from 25.4% in the first quarter of 2022. Snap may recover its share-of-wallet in coming quarters as adoption growth can be seen as a leading indicator. TikTok pulled ahead of Snap for both advertiser adoption and share-of-wallet. However, TikTok’s advertiser adoption declined nearly seven percentage points to 43.2%. Their share-of-wallet remained steady at 3% suggesting that some advertisers are succeeding, while others are struggling to come to grips with the platform. iOS versions that enabled ATT reached mass adoption in June 2021, allowing the report to offer full comparative year-over-year analysis of its impact on mobile app advertisers. The Appsumer Benchmark Report data comes from a longitudinal study that looked at more than 100 North America and European consumer mobile apps with a median spend of $350,000 per month between the second quarter of 2021 and the second quarter of 2022. Assessments ensured that no single advertiser represented more than 20% of the dataset to avoid a single advertiser from dominating or skewing the results. For a copy of the Benchmark Report, visit here. For more information on Appsumer and its offerings, visit www.appsumer.io About Appsumer Appsumer, is a leading performance insights platform built for performance marketing teams at consumer mobile apps who want to accelerate user acquisition more effectively. Appsumer aggregates and normalizes cross-channel cost, attribution, revenue, and predictive data and visualizes it in an easy-to-use business intelligence (BI) tool for user acquisition (UA) teams. This gives marketers a single tool where they can make more effective optimization decisions and improve performance. Appsumer, part of InMobi, supports user acquisition teams at top-grossing consumer mobile apps worldwide including Lovoo, Miniclip, Trainline, and Picsart. For more information on Appsumer, visit www.appsumer.io

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CMO STRATEGY

ironSource Launches Luna Search Ads in General Availability

ironSource | April 18, 2022

ironSource (NYSE: IS), a leading business platform for the App Economy, today announced the general availability of Luna Search Ads, allowing app marketers to better create, manage and optimize campaigns on Apple Search Ads. Previously in closed beta, the product allows app marketers to automate and streamline campaign creation, keyword management and discovery, and data analysis, as well as providing automated optimization for Apple Search Ads - all from within the same platform where they manage campaigns on other channels. “Luna allows app marketers to execute and control the app marketing cycle from one place for the first time,” explained Peli Beeri, ironSource Luna GM. “Now with the addition of Luna Search Ads, marketers can optimize their campaigns on Apple Search Ads, while utilizing the cross-channel app marketing capabilities of ironSource Luna. We believe that this will assist marketers to significantly reduce costs and overhead by enabling them to manage all of their media spend from one platform, connect post-install return-on-ad-spend (ROAS) metrics from their different marketing channels and drive incremental growth across channels.” There’s been a significant increase in spend in Apple Search Ads, highlighting the critical need for sophisticated tools that support the effective management of this channel. By centralizing tools for optimizing Apple Search campaigns within the larger Luna offering, ironSource also allows app marketers to compare campaign performance on other app store search channels like Google’s Play Store, providing additional insights to drive scale and discoverability of their app. “Luna’s Apple Search Ads tool has been a great asset for our global expansion,” said Andrew Bolich, User Acquisition Analyst at Playstudios. “The platform helped streamline our campaign launches, keyword management tasks and performance management activities, and we subsequently succeeded in scaling up to our highest Apple Search Ads spend to date.” ironSource has invested heavily in supporting app developers within the Apple ecosystem, becoming the first platform to support Custom Product Pages, allowing developers to create multiple, targeted versions of an App Store product page. This unique product will now also be supported in Luna’s Search Ads, creating a powerful combination of keyword targeting and a custom product page user journey. This provides a huge potential for app growth and profitability. “We believe our cross-channel marketing software provides a key differentiator in the market, allowing us to provide app-based businesses with sophisticated technology to manage their marketing across every major channel, in the same way we’ve been enabling them to maximize revenue with our cross-channel monetization solution,” added Omer Kaplan, CRO and co-founder of ironSource. “We believe our cross-channel marketing software provides a key differentiator in the market, allowing us to provide app-based businesses with sophisticated technology to manage their marketing across every major channel, in the same way we’ve been enabling them to maximize revenue with our cross-channel monetization solution,” added Omer Kaplan, CRO and co-founder of ironSource. About ironSource ironSource is a leading business platform for the App Economy. App developers use ironSource's platform to turn their apps into successful, scalable businesses, leveraging a comprehensive set of software solutions which help them grow and engage users, monetize content, and analyze and optimize business performance to drive more overall growth. The ironSource platform also empowers telecom operators to create a richer device experience, incorporating relevant app and service recommendations to engage users throughout the lifecycle of the device. By providing a comprehensive business platform for the core constituents of the App Economy, ironSource allows customers to focus on what they do best, creating great apps and user experiences, while enabling their business expansion in the App Economy. For more information please visit www.is.com

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AD NETWORKS

Google Introduces ‘Multisearch’ in Lens

Google | April 11, 2022

Google has recently introduced a new feature, 'Multisearch,' to aid their visual search function Google lens. The multisearch feature will enable a user to refine their visual search queries. With multisearch, the users can combine their graphic and text parameters to get elaborated search results. Google, in its blog, has given a use case to consider where a user can take a screenshot of their shopping-related search query and add a question to find variants of the item searched. E.g., suppose a user searched apparel that appeared in Orange colour in the search result; then it can use the google lens to find the green variant of that apparel (as shown in the blog image). Although this feature currently aims to assist in shopping-related queries, its possibilities seem to be endless. Sometimes users experience a lack of proper keywords to search their query. However, visuals+text search query capabilities will resolve this inconvenience. E.g., one can use Google lens to scan their plant and explore how to care for it by typing the query. Visual search criteria may play a significantly larger role in the future, when augmented reality glasses and other visual technologies become available. As consumers become more acclimated to visual references and visual capture via their glasses, the ability to include those same aspects into search may become a far more significant discovery feature. Currently, this feature is in the beta phase and can only be used in the US region. Google gives credit to recent development in AI tech; it says in their blog, "All this is made possible by our latest advancements in artificial intelligence, which is making it easier to understand the world around you in more natural and intuitive ways. We're also exploring ways in which this feature might be enhanced by MUM– our latest AI model in Search– to improve results for all the questions you could imagine asking."

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