As Google continues to develop its technology, “machine learning” has become one of its favorite talking points. On Tuesday, the tech giant put that robotic buzzword to use once again, this time with regard to its ad offerings. It unveiled four new features, all informed by advancements in machine learning, for its marketing partners.

The changes apply to multiple Google-owned platforms. An update to Google’s search ads, for example, will let marketers automate the process of testing different ads against one another. On YouTube, meanwhile, advertisers can now “maximize lift” on their spots by employing a program that can adjust bids for well-performing ads in real time. A third tool, available across YouTube and Google, is specifically designed to drive foot traffic to local businesses. The final new feature, titled Smart Shopping, uses an automated process to maximize conversations on YouTube’s shoppable ads.

In a blog post, Google said its new ad products “unlock more opportunities for their businesses with our largest deployment of machine learning in ads.” The post laid out “how this technology works in our products and why it’s key to delivering the helpful and frictionless experiences consumers expect from brands.”

The post also includes some testimonials from brands regarding their experience with Google’s ad products, including a L’oreal clip regarding the brand’s use of the AdWords suite.

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