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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.”

Click here to learn more about TotalWeb Partner’s capabilities or here to read the full article.

Article with all rights reserved, courtesy of Search Engine Land —- https://searchengineland.com/

Photo with all rights reserved, courtesy of Depositphotos —- https://depositphotos.com/

According to Search Engine Land in their article “Generative AI’s role in shaping the future of advertising,” the growing availability of artificial intelligence (AI) has made an unmistakable impact on the way content is produced across a wide range of industries and applications. This is especially true for the world of advertising.

“Generative AI is revolutionizing what’s possible with technology, greatly impacting how consumers behave. This change will, in turn, affect how advertisers connect with consumers.

A future vision of search advertising
Generative AI is set to be one of the most transformative technological advancements, significantly impacting the PPC advertising landscape.

The implications for our field are immense, making it essential to understand the potential changes and adapt our strategies accordingly. GML 2024 offered a preview of this future.

Omnipresent generative assistants
Philipp Schindler’s demo of the generative assistant illustrated how AI can act as an omnipresent helper for people. I took away two key points:

• If an AI assistant is always with consumers, advertisers have constant opportunities to connect with them in meaningful and helpful ways.
• The assistant can function as a digital memory, helping consumers recall any experiences they’ve shared with it, creating another opportunity for marketers.

Hands-free assistants
While Schindler’s demo involved holding a phone camera to show the assistant what he saw, more practical hands-free assistants are emerging, making it easier for assistants to always be there with the person they’re helping.

For example, Meta’s AI Glasses have a built-in camera and speakers, allowing users to interact with their environment by saying, “Hey Meta, look at this and tell me…” I use this to summarize things I am reading, like magazines or newspapers.

There are also several button-like assistants, such as the Rabbit R1, Humane AI Pin and Limitless Pendant. Though some of these products have received poor reviews for their execution, they are first-generation products that still showcase what may soon be possible.

Companies will have more opportunities to connect with prospects and customers when people can access useful assistants without pulling out their phones. While we may love our smartphones, there is tremendous friction involved in pulling out your phone every time you need something.

And don’t even get me started on how many clicks it takes nowadays to do what you want on websites before you’ve gotten through all the privacy acknowledgments and discount offers for new customers in an attempt to build first-party data.

Imagine using a hands-free assistant with multi-modal inputs, walking into a fancy hotel, and asking your assistant to find furniture that matches the room or even redesigning your living room in the style of the hotel lobby. With the rise of generative AI, this incremental search behavior will become more typical.

And remembering that new customers are the most expensive to acquire, how could generative AI help drive loyalty and repeat business from existing customers?

Imagine building an IKEA cabinet and hearing your assistant say you’ve placed a panel backward and directing you to page 7 of the manual.

Or, imagine your Blue Apron assistant narrating the recipe while monitoring the pot on the stove and telling you what to do with the next ingredient it sees on your chopping board.

Enhanced consumer memory
Generative AI’s ability to understand consumer behavior through multimodal inputs will also offer advertisers new opportunities.

Cameras can see and interpret what you look at, while microphones can hear and summarize your conversations. This capability opens up possibilities related to memory and can help consumers convert long after they think of something they’d like to buy.

The problem with demos at events like GML is that they often feel forced and don’t represent real-world scenarios. It might be awkward to interrupt a real-world conversation to ask your assistant where to buy the sneakers the person you’re talking to is wearing, but what if you could address it later?

In a quiet moment, you could ask your assistant to remember the sneakers from your conversation with Kirk and help you find similar ones for sale nearby.

Google Ads has long used recent search history to maintain the context of what consumers seek. For instance, a search for “weather in Rome” followed by a generic search for “hotels” will still show hotels in Rome.

But imagine if this memory extended beyond keywords and included all your daily experiences. It would be much easier to find exactly what you’re looking for.”

Click here to learn more about TotalWeb Partner’s capabilities or here to read the full article.

Article with all rights reserved, courtesy of Search Engine Land —- https://searchengineland.com/

Photo with all rights reserved, courtesy of Depositphotos —- https://depositphotos.com/