Google LLC today unveiled a new suite of tools for marketers that leverage its latest developments in machine learning, a subset of artificial intelligence that mimics the way the human brain works.

The idea is to help marketers create and place better optimized and therefore more effective advertisements on its platforms.

First up is the new Local Campaigns service, which relies on machine learning to encourage more users to visit brick-and-mortar stores by optimizing ad placement so they show up when they perform a search for nearby locations. The company said Local Campaigns can also be used to gauge how effective these ads are at driving store visits by using autonomous and aggregated data from users who are signed in to Google and have their location history switched on.

Google Vice President of Product Management Jerry Dischler wrote in a blog post that Local Campaigns should be useful because the majority of consumers still prefer to buy items in physical stores as opposed to buying online. Dischler added that mobile searches for nearby locations have grown threefold in the last couple of years. “Almost 80 percent of shoppers will go in store when there’s an item they want immediately,” he wrote.

Google also announced new Smart Shopping campaigns that use AI to optimize ad targeting and placement based on criteria and goals specified by the marketer. Some of the goals available include maximizing conversion value, increasing store visits and adding new customers.

“These Smart Shopping campaigns help you hit your revenue goals without the need to manually manage and bid to individual products,” Dischler said.

The new Responsive Search Ads feature, meanwhile, uses machine learning to mix and match different advertising language to come up with the best ad for each user based on different scenarios.

“Simply provide up to 15 headlines and four description lines, and Google will do the rest,” Dischler said. “By testing different combinations, Google learns which ad creative performs best for any search query. So people searching for the same thing might see different ads based on context.”

Finally, Dischler introduced a new Maximize Lift for YouTube feature in beta test mode. The tool is designed to enable what Google calls “smart bidding” strategies by automatically adjusting bids at auction time to optimize ad performance.

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