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Google will prioritize AI summary ads over organic search

Speakers at Google’s Marketing Live event demonstrated how they will use user search queries and AI overview content to display interactive shopping ads that will further boost organic search results, stating that Google is “fFocused on opening new opportunities for your business.

Google: we are not building a better search engine

The first speaker, Philipp Schindler, Google’s senior vice president and chief commercial officer, said out loud what Google employees typically don’t do when he said that the purpose of search results is to display advertising.

He made the comment in the context of a new AI-powered video tool that will help YouTube creators create more content.

At 18:19 into the event, Schindler boasted:

“We’ve been collaborating with some really talented filmmakers, musicians and artists, and the results have been simply incredible. We’ll soon be bringing video to shorts, opening up a whole new world of creative possibilities for you and your brands. Imagine every creator with the power of AI in their pocket.

So what does all this mean to you? More creators creating higher-quality content attract more viewers, which means more reach, engagement, and ROI for you. We’re not just building a better search engine or a better YouTube. “We are focused on opening new opportunities for your business.”

Screenshot of Google Marketing Event

The claim that Google is using AI search and overviews to generate reach and ROI for advertisers is not the only one. The next two speakers made the same observation.

Search and shopping ads in AI overviews

The next speaker was Vidhya Srinivasan, vice president and general manager of advertising at Google. He begins by describing how search experiences will drive traffic to websites. It then quickly shifts gears to show how interactive advertising will take organic search listings literally beyond the sight of users performing search queries.

In the 30th minute of the video, Srinivasan explained:

“AI overviews will appear in search results when they are particularly useful beyond what the current search offers. As we continue to test and evolve the search experience, we’ll stay super focused on sending valuable traffic to publishers and creators. But then, more avenues for user exploration lead to more options, and more options lead to more opportunities for advertisers.

You may have noticed that we already show ads above and below AI overviews. These ads match the user’s search query. We will now begin testing search and shopping ads in AI digests for US users.

What’s also new with this is that we’re going to match these ads not only to the context of the query, but also to information within the AI ​​overviews. And, as always, ads will be clearly labeled.”

1. AI Summaries – No Organic Listings

2. Scroll down to see Shopping ads

She then went on to describe an example of clothes getting wrinkled while traveling and turned to Google Search to find ways to prevent wrinkles. It shows a travel hack search activity and shows how organic search results are included below the AI ​​Overview feature and new search and shopping ads that contain product images and appear much more than any search results.

He explained how the new AI Overviews shopping ads will be there to convert search engines:

“With the AI ​​overview, I quickly found some common travel tricks that looked promising. While exploring the many options that were popping up, I found a really good solution, an anti-wrinkle spray that I had never heard of before. So perfect. I want to try that.

Now, with this feature, I can click on this ad immediately, right there, and buy it.

As you can see, we’re making it easier and faster so consumers can take action right away. This is just one example of how we use Gen AI. There are many more and we are going to start with more applications in search ads.”

3. Targeted ads based on AI overviews

Google search is the bait

Google search engineers are using the most advanced technology and data to create the most useful search results of any time in Google history; This is the best thing ever. But according to the people who are actually in charge of Google, the purpose of Search is not to “organize the world’s information and make it universally accessible and useful,” but to generate more “reach, engagement, and ROI” for advertisers. Sam Altman was right when he called what Google is doing dystopian.

SEOs were socially designed

Social engineering is the management of people’s behavior to get them to perform in a certain way. Google incorporated a large part of the web ecosystem into concepts like Core Web Vitals and also experience, expertise, authority and trustworthiness to satisfy users that Google apparently never intended for them.

It’s not the fault of Google employees who put their hearts into perfecting search. They do a good job. But it’s clear that Google’s mission is no longer to make information accessible and useful. In perhaps what may only seem like a dystopian horror, Google managed to socially engineer the search community and publishers into focusing on creating useful content so that those on the advertising side could use it to generate more return on the content. investment for advertisers.

It’s not just SEOs and publishers that were used to the advantage of advertisers.

Watch the Google Marketing Live 2024 Keynote

Featured image from Shutterstock/pikselstock

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