AI and the Changing Landscape of Google Ads, PPC, and SEM
The more I use AI Search Engines (ChatGPT, Gemini, Grok, Perplexity) the more I see how helpful it is for wading through the tons of information online compared to the traditional Google Search method – the way we get our information is certainly changing and I find it fascinating.
This shift has significant implications for businesses, including my own, that have long relied on traditional PPC and SEM strategies.
My Experience with AI Search Engines
My goal with a simple Google search was always to type 2-3 words in a search bar, do some research and consideration by scrolling through results, maps, and reddit threads, then decide where to go based on that limited information.
I’ve found myself using longer queries with more context and details, and I’m impressed by the responses when these AI engines have enough relevant information. Without even seeing search results, clicking links or visiting websites, I can quickly get all the information I need, with the option to explore sources further if necessary.
Ask Google and they’ll say “it’s fine, keep spending”! But marketers are seeing trends with actual data that can’t be ignored. Despite Google’s bias response, there is data to back up this idea: Matt Lerner (a great follow for startup growth content) recently shared a post that Google’s AI Overview now shows on 40% of ALL searches, and that is growing 14% MoM. On top of that, AU overviews generate 70% fewer clicks. This is a real change.
A Pro Tip I’ve Discovered
People are now able to get hyper specific with their ask, and even ask followup or clarifying questions to get even more information. Compare Perplexity’s response & ChatGPT’s response.
If your business isn’t showing up in AI search results, ask the AI why! “Why did you not suggest [business name] in the initial results, and what can they do to ensure they are appearing as an option?” I’ve gained valuable insights on areas to improve, such as keyword optimization, content enhancements, and local ad strategies.
The Impact on Business Strategies
This evolution in search behavior means we need to adapt our digital marketing approaches:
– Content remains crucial: Our websites still need rich, relevant information for AI engines to crawl and present.
– Beyond keywords: We must focus on providing comprehensive answers to specific queries, like FAQs from actual customers. We can’t just buy keywords.
– Holistic online presence: Maintain strong profiles across various platforms (Google Business Profile, social media, business directories, industry reports).
To stay competitive in this new landscape, I’ve found these strategies effective:
– Optimizing Google Business Profiles with detailed, relevant keywords
– Enhancing website content to address popular, specific user queries
– Ensuring accurate public listings across all directories and maps
– Running targeted local ads with specific, relevant messaging
– Leveraging social media to showcase unique business features
Adapting to a Changing Digital World
While the landscape is shifting, I’m adapting with it. I’ve chosen to embrace these changes, learn all I can, ditch the preconceived notions, and test new strategies. How is your business understanding and adapting to these changes? Contact me, I’d love to know!