Google has recently made significant advancements in search and paid media that are poised to impact digital marketing strategies. Here’s a detailed look at these changes and how Threepipe Reply is preparing to leverage these opportunities.
Introduction of Google Search Generative Experience (SGE)
One of the most exciting developments is the introduction and roll-out of the Google Search Generative Experience (SGE), which utilises Google Gemini as part of Google’s AI focus. This new feature offers users the choice between traditional search and a more AI-driven experience. The SGE is in the process of being rolled out across regions, with its arrival in the EU and UK expected later this year.
The key takeaway is that SGE focuses on delivering an AI-based summary at the top of the search results, combining both paid and organic results in a multimodal experience. This change blends ads, organic listings, maps, videos, shopping links, and more into a tailored response to a user’s query, presented through Google’s Gemini AI. This presents an opportunity to ensure content and ads are not just high-quality but also optimised for this new results format, which will be a key part of our strategies moving forward.
The impact of SGE varies across industries. Early launches in the US show that Healthcare, B2B Tech, and Ecommerce are the industries most impacted by the changes brought by Google Search Generative Experience. These sectors need to adapt quickly to remain competitive.
Google Ads Product Updates
Alongside the SGE rollout, Google is enhancing ad formats with immersive experiences like 3D views, user-generated content, brand videos, and even image-to-video conversion tools. New AI-generated insights and performance visualisation tools in the Google Merchant Centre will also help fine-tune ecommerce strategies. Additionally, new campaign types, such as Demand Gen and Shorts, are being introduced to offer more dynamic and interactive ad formats.
Strategic Changes in Ad Placements
Generative AI is changing ad placements, and based on current roll-outs in the US market, we expect to see fewer but more impactful placements for ads. This shift may lead to higher costs per click, but with a greater focus on relevance, it is expected to drive higher quality traffic. Adapting to these changes will require effective utilisation of smart bidding, A/B Testing for landing pages, and a strong supporting SEO strategy.
SEO Implications
Google’s latest algorithm updates prioritise user experience above all else. This shift means that traditional organic results may now appear under AI-generated answers, emphasising the importance of providing high-quality, relevant content. Brands will need to shift from a transactional approach to a more informational approach, in line with a more conversational, AI-driven response to queries. There will be a stronger need to focus on structured data, such as schema markup and knowledge panel enhancements, to boost organic visibility. Optimising user experience through site speed, structure, and engaging tools will remain key to success.
Next Steps and What to Expect
To align with these changes, our teams will continually advise and adapt our SEM and SEO strategies, leaning into supercharging AI together with our experts. As the rollout for AI overviews through Google Search Generative Experience transpires, we will provide guidance on how this impacts your brand and how you can best prepare for these changes.
The integration of AI into Google’s search and advertising ecosystem is transforming our strategic approach. We’re very excited about these opportunities and will continue to share advise and recommendations on how we can leverage these.
Author: Matthew Hill
Published: August 1, 2024
