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PLATFORMS


SOME ADVERTISERS ARE REBUILDING THEIR SEARCH STRATEGIES AS GOOGLE’S AI SEARCH
ENGINE GROWS


IT'S UPENDING HOW PEOPLE ASK QUESTIONS ONLINE

Marketers are overhauling their sites with videos and images to improve
visibility in AI-powered search results.ADWEEK/Getty Images
By Trishla Ostwal & Catherine Perloff

May 20, 2024

Mark your calendar for Mediaweek, October 29-30 in New York City. We’ll unpack
the biggest shifts shaping the future of media—from tv to retail media to
tech—and how marketers can prep to stay ahead. Register with early-bird rates
before sale ends!

Google has fundamentally transformed the online search experience with its AI
search engine AI Overview, which incorporates videos and images, and encourages
users to ask complex and detailed questions. 

Search In The Gemini Era Google I O 2024


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While it’s clear that traditional SEO methods will not work with AI-powered
search (Max Gomez Montejo, CMO of digital marketing firm Next Net Media,
anticipates organic traffic going down by 25%), it is still too early for the ad
industry to have best practices around AI-powered search. But more
forward-thinking marketers are already scrambling to experiment.

Some marketers are adding videos and images to their websites, which will
improve visibility in AI-powered search results. These marketers are, for
instance, converting text-based FAQs into videos, so the content will be more
visible in this new era of AI-informed search.



“Brands that are able to bring together their video and image assets into the
same strategy as their SEO are the ones taking an early lead in AI Overview,”
said Jeremy Hull, chief product officer of Brainlabs. “It will mean creating
more videos, and that’s a big lift.”

Others are experimenting with trying to make sure their sites show up when
people search using long-tail keywords (i.e., phrases above four or five words),
such as, “I live in Texas. What are ideal weekend getaways with my family?” As
these questions get more detailed, marketers have to make sure their websites
contain the right information about their products and services.

Still others are dedicating more resources to appearing organically on sites
like Reddit, as Google increasingly surfaces content from that site, said Sam
Tomlinson, executive vice president at boutique agency Warschawski.



Even though marketers have to rethink their search strategies due to
AI-generated search, Tomlinson is not panicking.

“Lots of people are overblowing this,” he said. “This is just another evolution
in search.”

BUILDING CONTENT EXPERTISE TO ACHIEVE AI SEARCH VISIBILITY

Not all keywords prompt an AI Overview response.



For instance, long-tailed queries such as, “I am planning a vacation with my
kids, a 5-year-old and a 3-year-old, in the Outer Banks of North Carolina. What
are some activities I can do?” triggers an AI response. Straightforward searches
like “Nike running shoes” do not.

“AI output tends to lean more informational than transactional,” said Joel
Swaney, principal SEO at media agency Collective Measures. The agency is
conducting brand audits to analyze content gaps so that they will likely be
indexed in AI search results for informational queries.

Through its SEO tools, the agency is collecting user questions via keyword or
query-based methods to identify content gaps within brand websites.
Simultaneously, it’s drawing insights from inquiries received through the
brand’s customer services and social listening efforts.






Collective Measures

Additionally, Collective Measures is gearing up for mid-funnel queries that
contain comparison questions for products and services, to maximize ranking
within regular search.

“That is where clients have an opportunity to capture potential impression or
click loss coming from AI Overview,” said Swaney.



GOOGLE IS AGGRESSIVELY COMBINING ITS AI TOOLS

Although a huge chunk of Google’s revenue comes from Search ads, Google hasn’t
yet revealed what AI Overview’s ad units will look like. The tech giant has said
it plans to unveil this at its Marketing Live event this week.

There have been hints.

Google has been testing product carousels that suggest additional products
consumers may like in its AI-generated responses, said Evan Finkelstein, senior
manager of SEO and performance content at the insurance company New York Life. 

Google also seems to have plans to combine generative AI search with its more
conventional AI tool Performance Max, which uses AI to determine where ads
should be placed to get the best results.

Google, for instance, is nudging advertisers to integrate a tool called Broad
Match. It targets based on keywords in text-based campaigns with Performance Max
campaigns, according to a pitch deck that Google sent to advertisers in February
shared with ADWEEK. Google is telling advertisers this will help ensure relevant
AI search results.

The tech giant labels the combination of Performance Max and Broad Match its
“Ads Power Pair.”

Some marketers are still unsure if harnessing Performance Max impacts how brands
appear in AI Overview results.

“We have tested Performance Max [but] are not able to see its impact in SGE,”
said Michael Robbins, senior manager of paid search at Exverus Media.

But Google continues to aggressively combine Performance Max with AI Overview.

New tools that use both include Automatically Created Assets, which generates
creatives based on keywords; and New Customer Acquisition, which uses
advertisers’ first-party data and lets marketers bid at a higher amount to
target new and existing customers.

Some ad buyers, however, say these tools will help advertisers transition into a
world of AI-powered search.

“This advanced value-based bidding feature lets [advertisers] have more control
by steering the bidder toward their preferred customer type,” said Michelle
Merklin, vp of paid search innovation and growth at Tinuiti. “Such hybrid tools
are going to help advertisers maintain the control and the performance they need
as more changes are happening to the search results page.”


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TRISHLA OSTWAL

 * @trishlaostwal
 * trishla.ostwal@adweek.com

Trishla is an Adweek staff reporter covering tech policy.


CATHERINE PERLOFF

 * @catherineperlo1
 * catherine.perloff@adweek.com

Catherine is an Adweek staff reporter covering ad tech and platforms.

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