ena: Six ways AI-generated search can change your strategy.
Search marketing is now able to go beyond the traditional methods of search marketing, thanks to generative AI. The rise of generative AI has transformed the way we search for information online. It is also revolutionizing search marketing, and how marketers optimize their online presence.
What is generative search?
Google divides its AI products in two categories: Predictive and Generative. Let’s take a moment to understand what generative AI actually is, and how it differs from more traditional predictive AI.
Google’s mainstay is predictive AI, which has transformed the company over the past five years. Google Ads uses machine learning and prediction modeling to suggest actions and decisions based on the user’s preferences. This includes what to bid in an auction, what search terms to match your keywords to, and providing real-time insight to enhance the search experience.
In contrast, generative AI takes data, creates original content (such as the banner in this article), and can even produce videos. In contrast to traditional AI systems, which rely on preprogrammed rules and algorithms, generative AI uses neural networks to generate outputs that are based on data.
The rise of AIs such as ChatGPT and Midjourney in popular culture begs the questions, “Does it spell the end of publisher-backed Internet and the 10 blue SERP links?” !”
Adthena recently held a webinar How Generative AI can revolutionize search strategy , Guy Gobert Jones, Search and Solutions Consultant at Omnicom MediaGroup, answers this question by examining the short- and long-term effects of generative AI.
Gobert-Jones says, “The reality is much more nuanced. It will focus on the areas where AI creates truly addicting user experiences.” Around 10% of all searches will be powered by this technology.
AI and search: The future of AI
AI is revolutionizing the way we search for information online. The ability of AI to understand context and provide personalized search results, as well as generate responses that are human-like, has revolutionized the online search experience.
Here are six ways that generative AI could transform your search strategy.
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Automated Asset Generation:
At the moment, automated asset generation is an important topic. These models are used to power ad types in campaign types such as Performance Maxim, allowing core assets to seamlessly be manipulated into multiple versions for different devices or ad slots sizes.
AI algorithms that generate persuasive ads can be generated by analyzing current ad campaigns and user behavior. The AI-generated copy will save time and allow marketers to experiment with different messaging variations, resulting in improved ad performance and increased click-through rate (CTR).
Gobert-Jones also questions : “C the current automated asset creation leaves no room for consistent adherence of brand guidelines. But as technology advances, I expect that we will be able to add more guardrails.”
This is a question that comes up often. Adthena’s campaign optimization solution uses AI to suggest various ad variations and enhancements.
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Real time bid optimization:
Effective bid management is crucial to the success of any paid search campaign. Marketers can optimize bid decisions dynamically by leveraging real-time AI data such as keyword performance and competitor bidding strategies. Now, search marketers can automate bid adjustments to ensure optimal ad positioning and cost-efficiency. This real-time optimization of bids leads to improved ad placement, visibility, and ROI.
To help marketers achieve this, Brand activator is now available. If a brand term is ranked number one in both organic and paid SERPs with no bidders then there’s no need to buy those clicks. Brand Activator detects these terms automatically and adds them into the negative keyword list. Customers can either reinvest the savings in generic terms or pocket them.
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Audience segmentation and targeting:
Marketers can use data analysis to identify the most relevant audiences for their paid search campaigns. Marketers can utilize Whole Market View to better understand the demographics, online behaviors and preferences of users. Marketers can use AI to refine their targeting strategies to deliver targeted ads to specific groups of users to maximize relevance and conversion rates.
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Ad Creative Testing:
A/B testing plays a crucial role in paid search. The ad testing process can be automated by using Generative AI to generate multiple versions of ads, analyze their performance and then test them. This gives valuable insight into what ad components, such as images, headlines or calls to actions, are most effective.
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Predictive Performance Analytics:
The predictive analytics provided by Generative AI is a great way to predict the performance of paid search campaigns. Marketers can forecast the possible outcomes of different budget allocations and targeting strategies by analyzing historical data and market trends.
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Ad personalization, optimization and customization:
Lastly, but not least, generative AI can help users receive personalized ads based on their preferences or behavior. Generative AI is able to create customized ad variants that resonate with individual users by analyzing data about them and their past interactions. This personalization improves the user’s experience, increases relevance, and leads to higher engagement and conversion rates.
A campaign optimization solution helps customers to put this into action by analyzing and evaluating ad copy performances using factors such as click-through rates and conversion rates. This technology uses AI to optimize search ads by suggesting ad variations and improvements.
What does it mean in the backend?
What does all this mean for advertisers working with advertising platforms such as Google Ads, then?
Gobert-Jones says that technology can be most transformative in this area.
Omnicom announced recently a series generative AI partnership with Google, Amazon and Microsoft to access and use their models in an Omnicom tech environment.
Generative AI: It is not going anywhere but up
The search experience has been elevated to a new level by generative AI. Its ability to understand context, generate responses that are human-like, and personalize results has revolutionized the way we search. As generative artificial intelligence continues to develop, it will play an important role in shaping the search experience of users around the world, providing more accurate, relevant and personalized results.
What’s next?
The world of artificial intelligent is a minefield. Adthena has a guide Reveal wasted budgets with AI-powered Search Intelligence that will help you uncover AI-driven strategies to maximize revenue and search success.
The post Six Ways Generative AI Can Transform Your Search Strategy appeared initially on Search Engine Land.