Search Ads 360

(Dec 2021 - Present)

Search Ads 360 is Google’s Ad platform primarily geared towards large advertisers and agencies who manage complex search marketing campaigns across multiple engines (Google Ads, Microsoft Ads, Meta Ads etc) and channels (Search, Display). UX is usually challenged to design intuitive solutions that supports advertisers to streamline their SEM efforts across engines/channels, automate tasks, and assist with gaining deeper insights to help them achieve their business objectives.

My role

I currently own and lead three high-impact, complex programs for Search Ads 360 (accounts ~XXB in revenue). These programs require me to advocate for our large enterprise customers who prioritize efficiency while still balancing intuitive UX. I achieve this by developing and launching both short-term and long-term value-driven solutions, collaborating closely with cross-functional partners and leadership.

#1 Generative and Conversational AI

I'm actively involved in shaping the future of Google's advertising business through AI. I'm currently leading experiments with generative and conversational AI to revolutionize ad creation, performance monitoring, reporting, and optimization workflows. My goal is to deliver user efficiency and insights-driven opportunities that strengthen trust in Google's AI offerings.

Impact: Current experiments are already signaling us positive outward for injecting these AI features through metrics like Engagement, Helpfulness score, Quality score and Task success.

Check these out: AI vision Press release by our VP , SA360’s announcement, SA360’s article on Ad creation , SA360’s article on Report assistance

#2 Ad creation for scale

Large Enterprises, Retailers and Agencies prioritize workflow automation at scale to maximize efficiency. “Templates” is a time-saving feature that allows advertisers to seamlessly update tens of thousands of ad copies with a single click, resulting in significant time savings and increased productivity.

Impact: A 2 year long effort had finally resulted in a handful of advertisers with conversions increase by over 300% year-over-year while saving an average of 45 hours per week.

Check these out: SA360’s article on Templates , 3P blog posts , 3P tutorials

Screenshot credits: 3P tutorial video - https://youtu.be/46rHtsT-uko?si=kju57HSbA3HawDAD&t=1023

#3 Navigation system for SA360

Led end to end design process through user behavior analysis, iterative design process, and optimized our product's core navigation system. This strategic approach to improving the overall user experience has already yielded promising results, with our recent experiment demonstrating a significant positive A/B testing score.

Check these out: SA360’s announcement