What does Google’s new AI-powered Search Generative Experience (SGE) mean for your Google Ads Campaign?
Lately, there’s been a lot of buzz about how Google’s new AI-powered Search Generative Experience (SGE) is changing the way people search—and what that means for Google Ads campaigns.
Here are some practical tips to help you keep your campaigns effective. My goal is to make these concepts easy to understand and show you how to adapt so you can stay ahead and make the most of these new tools.
1. Possible Reduced Visibility of Traditional Ads
Impact:
First off, I cannot imagine this happening. Google makes more than 162 BILLION ( with a B) each year from Google Ads revenue, so it is unlikely that they will cut into it. Nonetheless, in case they decide they want to make less 😉 .. read this. AI Overviews often appear at the top of search results and are designed to answer user queries directly, reducing the need for users to scroll further. This can push traditional paid ads further down the page, especially for queries where AI Overviews dominate. Lower visibility could lead to decreased CTRs for informational or non-transactional keywords, where users feel the AI’s summary is sufficient.
Adaptation:
- Focus on High-Intent Queries: Shift budget and targeting toward transactional keywords like “buy,” “hire,” or “get a quote.” AI summaries are less likely to replace these, as they require direct user action.
- Maximize Ad Extensions: Utilize extensions such as sitelinks, structured snippets, and callouts to make your ads more informative and eye-catching. They not only occupy more real estate on the page but also add value to users.
- Experiment with Ad Formats: Video or image ads on Google Display Network could capture attention outside of traditional text-based search ads, compensating for any visibility loss.
Looking for Help with your Google Ads Campaign?
* Required fields
GreenBananaSEO Can Help
Speak to an expert today for a free consultation on what might be best for your business. We’ll help provide insight, ideas, and creative solutions for you!
2. Competition for High-Intent Keywords
Impact:
AI Overviews tend to summarize informational content, making high-intent transactional keywords (e.g., “buy outdoor advertising services”) a competitive battleground. CPCs for these keywords will likely rise as businesses compete for a smaller pool of high-converting traffic.
Adaptation:
- Refined Bidding Strategies: Use automated bidding strategies like Target ROAS or Enhanced CPC to allocate your budget effectively for the highest-value clicks.
- Explore Long-Tail Keywords: Target specific queries that reflect high intent but face less competition, such as “affordable outdoor advertising for small businesses.”
- Optimize Ad Copy: Highlight unique selling propositions (USPs), competitive pricing, or limited-time offers to stand out in highly competitive auctions.
3. Enhanced Relevance Requirements
Impact:
Google’s AI Overviews reward content that directly addresses user queries; the same principle applies to paid search ads. Ads that fail to match user intent will be penalized with lower Quality Scores, leading to higher CPCs and lower ad rank. Dynamic Search Ads (DSAs) will also need better alignment with landing page content to perform well.
Adaptation:
- Granular Ad Copy Customization: Write multiple ad copy variations tailored to different user intents. Use tools like Google Ads’ Performance Max campaigns to scale this approach.
- Landing Page Optimization: Ensure that landing pages address the query comprehensively, with scannable headings, relevant visuals, and strong calls-to-action (CTAs).
- E-E-A-T Alignment: Demonstrate expertise and trustworthiness through your site’s testimonials, certifications, and industry-specific data to build credibility and improve relevance.
4. Probable Integration of Ads into AI Overviews
Impact:
Google has hinted at integrating paid placements into AI Overviews, potentially through sponsored answers or embedded product suggestions. While this opens up new opportunities to capture user attention within the generative summaries, competition for these slots will be fierce.
Adaptation:
- Prepare for AI-Specific Ad Formats: Stay informed about changes in Google Ads’ offerings, as new formats for AI-integrated ads are likely to roll out.
- Optimize for Relevance: Align your ad messaging with the themes and topics commonly addressed in AI Overviews. For example, if a summary discusses the “benefits of tattooing bananas,” your ad could offer a guide or free consultation related to this topic.
- Strategic Content Marketing: Ensure your website content aligns with AI summaries so that your brand is naturally included when Google generates its overviews.
5. The Rise of Conversational Ads
Impact:
With AI-powered conversational search interfaces becoming more prominent, user behavior is shifting toward natural, conversational queries. This trend requires advertisers to create less transactional and more solution-oriented ads, seamlessly integrating with conversational prompts.
Adaptation:
- Adopt a Conversational Tone: Write ad copy that feels personal and engaging. For example, instead of “Get outdoor ads today,” try “Looking to grow your business with outdoor ads? Let’s talk!”
- Leverage Responsive Search Ads (RSAs): Use RSAs to match the tone and language of conversational queries dynamically. Include phrases like “How can we help?” or “Discover solutions tailored to your needs.”
- Test Conversational Keywords: Identify and bid on long-tail conversational phrases, such as “What’s the most cost-effective way to advertise locally?”
Partner With an AdWords Agency Who Manages More than 10M in Paid Media!
Speak to a Google Ads / PPC expert today for a free competitive digital advertising audit
6. Opportunities for B2B Brands
Impact:
AI Overviews excel at summarizing complex topics, leading B2B users to engage further with ads that provide actionable next steps, such as booking consultations or accessing whitepapers.
Adaptation:
- Create Post-Overview CTAs: Design campaigns that cater to users who have consumed an overview and are ready for the next step. Examples include “Schedule a demo today” or “Download our AI advertising guide.”
- Highlight Expertise in Ads: Use ad copy like “Leaders in AI-powered advertising—trusted by Fortune 500 companies.”
- Align Landing Pages with Overview Topics: If the overview discusses “AI-powered outdoor advertising benefits,” ensure your landing page expands on this with case studies, statistics, and testimonials.
7. Impact on Broad Match Keywords
Impact:
Broad match keywords may lose effectiveness as AI Overviews guide users toward specific, intent-driven searches. This reduces the likelihood of broad terms generating meaningful clicks.
Adaptation:
- Prioritize Phrase and Exact Match Keywords: Target specific search intents, such as “effective billboard advertising near me.”
- Audience Segmentation: Use audience targeting to refine who sees your ads, ensuring they match the intent of users most likely to convert. For example, target users based on their purchase history, industry, or demographics.
- A/B Test Keyword Strategies: Continuously test and refine your keyword lists to balance reach and relevance effectively.
8. Need for Complementary Content Marketing
Impact:
AI Overviews rely on top-ranking organic content to generate summaries. If your site’s content appears in these overviews, it can reinforce your brand’s authority and support paid campaigns. However, competitors dominating the AI summaries could diminish your ad effectiveness.
Adaptation:
- Invest in Content SEO: Focus on creating high-quality content optimized for key industry topics. Ensure your site ranks well for questions commonly included in AI Overviews.
- Leverage Paid Ads Post-Overview: Use retargeting to capture users who engage with AI Overviews but don’t immediately convert. For instance, serve ads offering “Next Steps in AI Advertising.”
- Coordinate Organic and Paid Strategies: Align your SEO and PPC efforts to create a cohesive strategy where organic content and paid ads complement each other.
The future of search advertising lies in adapting to Google’s AI-driven innovations. By anticipating these changes and fine-tuning your strategies, you can maintain strong campaign performance, capture high-intent traffic, and ensure your ads remain effective in this evolving landscape.
We’re here to help you AI-proof your campaigns. Reach out to our team today to stay ahead of the curve!
Like what you see?
Let GreenBananaSEO help you with your AdWords and overall digital advertising needs; don’t rely on other white label AdWords management companies preaching impressions and clicks when conversions are what matter. Give us a call at (978) 338-6500 or email us at sales@greenbananaseo.com to get your digital advertising started today.
About GreenBananaSEO
GreenBananaSEO is a full service agency providing search engine optimization (SEO), online advertising, website development, and everything in between. GreenBananaSEO finds the right digital advertising recipe for each client, rather than forcing clients into canned solutions like another agency might do. With every client, GreenBananaSEO focuses on conversions, which are meaningful actions that drive your business. Conversions can be online inquiries, leads coming through your door, or ecommerce sales. GreenBananaSEO is passionate about connecting the right people to your business every day. With us, the future is ripe with possibilities.
