I’m thrilled to sit down with Anastasia Braitsik, a global leader in SEO, content marketing, and data analytics. With her extensive experience in the digital marketing landscape, Anastasia is the perfect person to shed light on Google’s latest innovations in AI-powered tools. Today, we’ll dive into the capabilities of Ads Advisor and Analytics Advisor, exploring how they’re set to transform campaign management and data analysis for marketers. Our conversation will touch on the practical benefits of these tools, their unique features, and the underlying technology that powers them, as well as what this means for the future of advertising.
Can you give us a broad picture of what Google’s new AI-powered tools, Ads Advisor and Analytics Advisor, are designed to achieve?
Absolutely. Google’s Ads Advisor and Analytics Advisor are built to simplify the complex world of digital advertising and data analysis. Ads Advisor acts as an in-platform partner for managing and optimizing campaigns, while Analytics Advisor serves as a conversational analyst within Google Analytics. Both tools leverage advanced AI to provide personalized guidance and actionable insights, making it easier for marketers to handle day-to-day tasks through natural language interactions. Essentially, they turn intricate processes into straightforward conversations, saving time and boosting efficiency.
How does Ads Advisor support marketers in managing their campaigns as an in-platform partner?
Ads Advisor is like having a dedicated assistant right inside Google Ads. It learns from how users interact with it, tailoring its advice over time to fit specific needs. It helps with everything from optimizing Performance Max and Search campaigns to offering creative suggestions like keywords or ad copy based on website and campaign data. What’s really powerful is its ability to apply approved changes directly—think adding sitelink extensions or tweaking targeting for seasonal trends—streamlining the workflow for marketers.
In what ways does Ads Advisor help troubleshoot performance issues in campaigns?
It’s a game-changer for diagnosing problems. If a marketer asks something like, “Why did my campaign performance drop?” Ads Advisor analyzes the data and pinpoints the cause—whether it’s a targeting issue, budget constraint, or something else—and suggests fixes. It also tackles policy issues, like ad disapprovals, by identifying the root cause and sometimes even applying compliant solutions. This means less guesswork and faster resolutions for advertisers.
Shifting to Analytics Advisor, how does it make interpreting data more accessible for users?
Analytics Advisor brings a conversational approach to Google Analytics, acting like an always-on data analyst. Marketers can ask broad questions like “How’s my site performing?” or specific ones like “What are users doing this month?” and get dynamic visualizations and tailored summaries in response. It also explains sudden changes, such as traffic spikes or drops, by analyzing key drivers relevant to business goals. This clarity helps users understand the “why” behind their data without needing deep technical expertise.
Both tools emphasize actionable outcomes. How do they translate insights into practical steps for marketers?
That’s one of their biggest strengths. Ads Advisor not only recommends optimizations but can implement approved changes directly, like adjusting campaign settings, while still giving users control over what gets applied. On the other hand, Analytics Advisor offers data-backed strategies, such as ways to re-engage high-value users or capitalize on trends. Both tools ensure that insights aren’t just numbers on a screen—they’re turned into concrete actions that can improve performance right away.
Google mentions these tools are powered by their latest Gemini models. What does that mean for the average marketer?
For the average marketer, the Gemini models mean these tools are incredibly smart and adaptive. This technology allows Ads Advisor and Analytics Advisor to understand natural language queries, learn from interactions, and provide highly relevant, context-aware responses. Compared to older tools, they’re more intuitive and efficient, cutting down the time spent digging through data. However, there might be limitations—like needing clear user input for the best results or occasional gaps in handling very niche scenarios—but overall, it’s a significant leap forward in usability.
What is your forecast for how these AI-powered advisors will shape the future of digital marketing?
I believe these advisors are just the beginning of a broader shift toward more autonomous, agentic AI in digital marketing. They’ll likely evolve to handle even more complex tasks, potentially integrating across platforms beyond Google’s ecosystem. For marketers, this could mean a future where strategic thinking takes precedence over manual execution, as AI handles repetitive tasks. However, it’ll also raise questions about control, transparency, and ensuring AI-driven decisions align with brand goals. I think we’re heading toward a landscape where collaboration between human creativity and AI efficiency will define success.
