As reported by Search Engine Land in their article “5 ways advertisers can prepare for Google’s AI Overviews,” if you want your business to continue to be competitive in Google’s search engines it is essential to utilize new tactics to be seen.
“With Google’s impending expansion of AI Overviews in Search results, advertisers must implement tactics to stay competitive.
Google’s annual marketing event, Google Marketing Live 2024, heavily emphasized upcoming AI products and features, particularly the Search Generative Experience (SGE), now called AI Overviews.
Ads within AI Overviews are being tested in the U.S. only on queries it believes generated replies will be helpful for the user, Google said. This will focus on commerce verticals primarily and roll out to more restricted categories, such as insurance and fintech teams, as the product emerges.
As AI Overviews roll out more broadly, PPC advertisers must adapt their strategies to remain competitive in the evolving paid search landscape.
This article explores the impacts on advertisers and outlines key tactics to navigate this AI-driven future, including broad match adoption, value-based bidding, multi-channel measurement and leveraging Performance Max and Demand Gen campaigns.
How will AI Overviews impact advertisers?
The largest concern for advertisers, reasonably so, is the expected drop in site traffic if customers no longer need to click on a website to get information.
Remarketing lists and audience pools will decrease. For publishers, ad revenue will decline if fewer people visit their pages.
Getting ready for AI Overviews
The future of paid search is clearly shifting to embrace AI. It’s an exciting time to be in this space.
Since Google is setting the parameters for success, navigating how to make broad match, value-based bidding, Performance Max and Demand Gen work for your brand specifically will be both critical for success and also a long process.”
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Article with all rights reserved, courtesy of Search Engine Land —- https://searchengineland.com/
Photo with all rights reserved, courtesy of Depositphotos —- https://depositphotos.com/