www.adweek.com Open in urlscan Pro
108.138.7.15  Public Scan

Form analysis
0 forms found in the DOM

Text Content

Home
 * 10AgenciesOpen submenu
 * 9Brand MarketingOpen submenu
 * 9CommerceOpen submenu
 * 9Convergent TVOpen submenu
 * 8CreativityOpen submenu
 * 8Inside the BrandOpen submenu
 * 8MediaOpen submenu
 * 9Performance MarketingOpen submenu
 * 9ProgrammaticOpen submenu
 * 9Social MarketingOpen submenu
 * 
 * 9Video & PodcastsOpen submenu
 * 5Events, Webinars, AwardsOpen submenu
 * 4Thought LeadershipOpen submenu
 * 5Learning & Professional DevelopmentOpen submenu
 * 8SubscribeOpen submenu
 * 6About UsOpen submenu
 * 4Advertise with UsOpen submenu


 * 


 * Sign In
 * Subscribe
 * 

Media Audio & Podcasting Blockchain Mediaweek Women in Sports Newsletters
Platforms Publishing
Media
Media Audio & Podcasting Blockchain Mediaweek Women in Sports Newsletters
Platforms Publishing


PLATFORMS


SOME ADVERTISERS ARE REBUILDING THEIR SEARCH STRATEGIES AS GOOGLE’S AI SEARCH
ENGINE GROWS


IT'S UPENDING HOW PEOPLE ASK QUESTIONS ONLINE

Marketers are overhauling their sites with videos and images to improve
visibility in AI-powered search results.ADWEEK/Getty Images
By Trishla Ostwal & Catherine Perloff

May 20, 2024

Mark your calendar for Mediaweek, October 29-30 in New York City. We’ll unpack
the biggest shifts shaping the future of media—from tv to retail media to
tech—and how marketers can prep to stay ahead. Register with early-bird rates
before sale ends!

Google has fundamentally transformed the online search experience with its AI
search engine AI Overview, which incorporates videos and images, and encourages
users to ask complex and detailed questions. 

Search In The Gemini Era Google I O 2024


0 seconds of 1 minute, 40 secondsVolume 0%


Press shift question mark to access a list of keyboard shortcuts
Keyboard ShortcutsEnabledDisabled
Shortcuts Open/Close/ or ?
Play/PauseSPACE
Increase Volume↑
Decrease Volume↓
Seek Forward→
Seek Backward←
Captions On/Offc
Fullscreen/Exit Fullscreenf
Mute/Unmutem
Decrease Caption Size-
Increase Caption Size+ or =
Seek %0-9

Live
00:00
01:40
01:40





 





While it’s clear that traditional SEO methods will not work with AI-powered
search (Max Gomez Montejo, CMO of digital marketing firm Next Net Media,
anticipates organic traffic going down by 25%), it is still too early for the ad
industry to have best practices around AI-powered search. But more
forward-thinking marketers are already scrambling to experiment.

Some marketers are adding videos and images to their websites, which will
improve visibility in AI-powered search results. These marketers are, for
instance, converting text-based FAQs into videos, so the content will be more
visible in this new era of AI-informed search.



“Brands that are able to bring together their video and image assets into the
same strategy as their SEO are the ones taking an early lead in AI Overview,”
said Jeremy Hull, chief product officer of Brainlabs. “It will mean creating
more videos, and that’s a big lift.”

Others are experimenting with trying to make sure their sites show up when
people search using long-tail keywords (i.e., phrases above four or five words),
such as, “I live in Texas. What are ideal weekend getaways with my family?” As
these questions get more detailed, marketers have to make sure their websites
contain the right information about their products and services.

Still others are dedicating more resources to appearing organically on sites
like Reddit, as Google increasingly surfaces content from that site, said Sam
Tomlinson, executive vice president at boutique agency Warschawski.



Even though marketers have to rethink their search strategies due to
AI-generated search, Tomlinson is not panicking.

“Lots of people are overblowing this,” he said. “This is just another evolution
in search.”

BUILDING CONTENT EXPERTISE TO ACHIEVE AI SEARCH VISIBILITY

Not all keywords prompt an AI Overview response.



For instance, long-tailed queries such as, “I am planning a vacation with my
kids, a 5-year-old and a 3-year-old, in the Outer Banks of North Carolina. What
are some activities I can do?” triggers an AI response. Straightforward searches
like “Nike running shoes” do not.

“AI output tends to lean more informational than transactional,” said Joel
Swaney, principal SEO at media agency Collective Measures. The agency is
conducting brand audits to analyze content gaps so that they will likely be
indexed in AI search results for informational queries.

Through its SEO tools, the agency is collecting user questions via keyword or
query-based methods to identify content gaps within brand websites.
Simultaneously, it’s drawing insights from inquiries received through the
brand’s customer services and social listening efforts.






Collective Measures

Additionally, Collective Measures is gearing up for mid-funnel queries that
contain comparison questions for products and services, to maximize ranking
within regular search.

“That is where clients have an opportunity to capture potential impression or
click loss coming from AI Overview,” said Swaney.



GOOGLE IS AGGRESSIVELY COMBINING ITS AI TOOLS

Although a huge chunk of Google’s revenue comes from Search ads, Google hasn’t
yet revealed what AI Overview’s ad units will look like. The tech giant has said
it plans to unveil this at its Marketing Live event this week.

There have been hints.

Google has been testing product carousels that suggest additional products
consumers may like in its AI-generated responses, said Evan Finkelstein, senior
manager of SEO and performance content at the insurance company New York Life. 

Google also seems to have plans to combine generative AI search with its more
conventional AI tool Performance Max, which uses AI to determine where ads
should be placed to get the best results.

Google, for instance, is nudging advertisers to integrate a tool called Broad
Match. It targets based on keywords in text-based campaigns with Performance Max
campaigns, according to a pitch deck that Google sent to advertisers in February
shared with ADWEEK. Google is telling advertisers this will help ensure relevant
AI search results.

The tech giant labels the combination of Performance Max and Broad Match its
“Ads Power Pair.”

Some marketers are still unsure if harnessing Performance Max impacts how brands
appear in AI Overview results.

“We have tested Performance Max [but] are not able to see its impact in SGE,”
said Michael Robbins, senior manager of paid search at Exverus Media.

But Google continues to aggressively combine Performance Max with AI Overview.

New tools that use both include Automatically Created Assets, which generates
creatives based on keywords; and New Customer Acquisition, which uses
advertisers’ first-party data and lets marketers bid at a higher amount to
target new and existing customers.

Some ad buyers, however, say these tools will help advertisers transition into a
world of AI-powered search.

“This advanced value-based bidding feature lets [advertisers] have more control
by steering the bidder toward their preferred customer type,” said Michelle
Merklin, vp of paid search innovation and growth at Tinuiti. “Such hybrid tools
are going to help advertisers maintain the control and the performance they need
as more changes are happening to the search results page.”


ENJOYING ADWEEK'S CONTENT? REGISTER FOR MORE ACCESS!

Register



TRISHLA OSTWAL

 * @trishlaostwal
 * trishla.ostwal@adweek.com

Trishla is an Adweek staff reporter covering tech policy.


CATHERINE PERLOFF

 * @catherineperlo1
 * catherine.perloff@adweek.com

Catherine is an Adweek staff reporter covering ad tech and platforms.

Recommended articles

Popular Now
 1. Supercell’s Epic Ad for Squad Busters Stars Celebrities as Iconic Game
    Characters
 2. Eric Bolling Parts Ways With Newsmax
 3. How Independent Agencies Are Attracting Private Equity Funding
 4. Roku’s New Ad Sales Leader Expands Team With First Major Hires
 5. Disillusioned DTC Brands Reject Walled Garden Measurement


Upcoming Webinars
 * The New Measurement Methods You Need to Master Wednesday, June 5, 2024
 * The Future of Measurement: Use AI to Elevate Marketing ROI Tuesday, June 11,
   2024
 * An Insider’s Approach to Measuring Ad Effectiveness Thursday, June 20, 2024
 * Transform Your Digital Content Strategy Tuesday, June25, 2024
 * Unlock Gen Z’s Loyalty Wednesday, June 26, 2024






Adweek is the leading source of news and insight serving the brand marketing
ecosystem.

 * 
 * 
 * 
 * 
 * 
 * 


ABOUT

 * About Us
 * Contact Us
 * Media Kit
 * Editorial Calendar
 * Event Calendar
 * Sponsor Content
 * Industry Job Openings


SUBSCRIPTIONS

 * Subscription Options
 * Digital App
 * FAQs
 * Newsletters
 * Customer Service


EVENTS

 * Awards
 * Adweek Events
 * Webinars
 * On-Demand Webinars
 * Trophies / Awards / Seals
 * On-Demand Event Videos


PUBLICATIONS

 * Adweek Blog Network
 * Adweek Podcast Network
 * RSS
 * Back Issues
 * Reprints / E-Prints

©2024 Adweek - All Rights Reserved.
 * Do not sell my personal information
 * Terms of Use
 * Privacy Policy












ABOUT YOUR PRIVACY

We process your data to deliver content or advertisements and measure the
delivery of such content or advertisements to extract insights about our
website. We share this information with our partners on the basis of consent and
legitimate interest. You may exercise your right to consent or object to a
legitimate interest, based on a specific purpose below or at a partner level in
the link under each purpose. These choices will be signaled to our vendors
participating in the Transparency and Consent Framework.
Allow All


MANAGE CONSENT PREFERENCES

STRICTLY NECESSARY COOKIES

Always Active

These cookies are necessary for the website to function and cannot be switched
off in our systems. They are usually only set in response to actions made by you
which amount to a request for services, such as setting your privacy
preferences, logging in or filling in forms. You can set your browser to block
or alert you about these cookies, but some parts of the site will not then work.
These cookies do not store any personally identifiable information.

PERFORMANCE COOKIES

Performance Cookies

These cookies allow us to count visits and traffic sources so we can measure and
improve the performance of our site. They help us to know which pages are the
most and least popular and see how visitors move around the site. All
information these cookies collect is aggregated and therefore anonymous. If you
do not allow these cookies we will not know when you have visited our site, and
will not be able to monitor its performance.

FUNCTIONAL COOKIES

Functional Cookies

These cookies enable the website to provide enhanced functionality and
personalisation. They may be set by us or by third party providers whose
services we have added to our pages. If you do not allow these cookies then some
or all of these services may not function properly.

TARGETING/ADVERTISING COOKIES

Targeting/Advertising Cookies

These cookies may be set through our site by our advertising partners. They may
be used by those companies to build a profile of your interests and show you
relevant adverts on other sites. They do not store directly personal
information, but are based on uniquely identifying your browser and internet
device. If you do not allow these cookies, you will experience less targeted
advertising.

VIDEO COOKIES

Video Cookies

These cookies are set by a range of video services that we have added to the
site to enable you to view video content. They are capable of tracking your
browser across other sites and building up a profile of your interests. This may
impact the content and messages you see on other websites you visit. If you do
not allow these cookies you may not be able to use or see these sharing tools.

STORE AND/OR ACCESS INFORMATION ON A DEVICE

Store and/or access information on a device

Cookies, device identifiers, or other information can be stored or accessed on
your device for the purposes presented to you.

List of IAB Vendors‎ | View Full Legal Text Opens in a new Tab

PERSONALISED ADS AND CONTENT, AD AND CONTENT MEASUREMENT, AUDIENCE INSIGHTS AND
PRODUCT DEVELOPMENT

Personalised ads and content, ad and content measurement, audience insights and
product development

 * SELECT PERSONALISED ADS
   
   Switch Label
   
   Personalised ads can be shown to you based on a profile about you.
   
   Object to Legitimate Interests Remove Objection

 * CREATE A PERSONALISED ADS PROFILE
   
   Switch Label
   
   A profile can be built about you and your interests to show you personalised
   ads that are relevant to you.
   
   Object to Legitimate Interests Remove Objection

 * SELECT PERSONALISED CONTENT
   
   Switch Label
   
   Personalised content can be shown to you based on a profile about you.
   
   Object to Legitimate Interests Remove Objection

 * MEASURE AD PERFORMANCE
   
   Switch Label
   
   The performance and effectiveness of ads that you see or interact with can be
   measured.
   
   Object to Legitimate Interests Remove Objection

 * MEASURE CONTENT PERFORMANCE
   
   Switch Label
   
   The performance and effectiveness of content that you see or interact with
   can be measured.
   
   Object to Legitimate Interests Remove Objection

 * SELECT BASIC ADS
   
   Switch Label
   
   Ads can be shown to you based on the content you’re viewing, the app you’re
   using, your approximate location, or your device type.
   
   Object to Legitimate Interests Remove Objection

 * APPLY MARKET RESEARCH TO GENERATE AUDIENCE INSIGHTS
   
   Switch Label
   
   Market research can be used to learn more about the audiences who visit
   sites/apps and view ads.
   
   Object to Legitimate Interests Remove Objection

 * DEVELOP AND IMPROVE PRODUCTS
   
   Switch Label
   
   Your data can be used to improve existing systems and software, and to
   develop new products
   
   Object to Legitimate Interests Remove Objection

 * CREATE A PERSONALISED CONTENT PROFILE
   
   Switch Label
   
   A profile can be built about you and your interests to show you personalised
   content that is relevant to you.
   
   Object to Legitimate Interests Remove Objection

List of IAB Vendors‎ | View Full Legal Text Opens in a new Tab

USE PRECISE GEOLOCATION DATA

Use precise geolocation data

Your precise geolocation data can be used in support of one or more purposes.
This means your location can be accurate to within several meters.

List of IAB Vendors‎ | View Full Legal Text Opens in a new Tab

ACTIVELY SCAN DEVICE CHARACTERISTICS FOR IDENTIFICATION

Actively scan device characteristics for identification

Your device can be identified based on a scan of your device's unique
combination of characteristics.

List of IAB Vendors‎ | View Full Legal Text Opens in a new Tab

ENSURE SECURITY, PREVENT FRAUD, AND DEBUG

Always Active

Your data can be used to monitor for and prevent fraudulent activity, and ensure
systems and processes work properly and securely.

List of IAB Vendors‎ | View Full Legal Text Opens in a new Tab

TECHNICALLY DELIVER ADS OR CONTENT

Always Active

Your device can receive and send information that allows you to see and interact
with ads and content.

List of IAB Vendors‎ | View Full Legal Text Opens in a new Tab

MATCH AND COMBINE OFFLINE DATA SOURCES

Always Active

Data from offline data sources can be combined with your online activity in
support of one or more purposes

List of IAB Vendors‎ | View Full Legal Text Opens in a new Tab

LINK DIFFERENT DEVICES

Always Active

Different devices can be determined as belonging to you or your household in
support of one or more of purposes.

List of IAB Vendors‎ | View Full Legal Text Opens in a new Tab

RECEIVE AND USE AUTOMATICALLY-SENT DEVICE CHARACTERISTICS FOR IDENTIFICATION

Always Active

Your device might be distinguished from other devices based on information it
automatically sends, such as IP address or browser type.

List of IAB Vendors‎ | View Full Legal Text Opens in a new Tab

OTHER/UNKNOWN

Other/Unknown

These are cookies that we are in the process of classifying, together with the
providers of individual cookies.


BACK BUTTON PERFORMANCE COOKIES



Vendor Search Search Icon
Filter Icon

Clear
checkbox label label
Apply Cancel
Consent Leg.Interest
checkbox label label
checkbox label label
checkbox label label

Confirm My Choices



WE CARE ABOUT YOUR PRIVACY

We and our partners store and/or access information on a device, such as unique
IDs in cookies to process personal data. You may accept or manage your choices
by clicking below, including your right to object where legitimate interest is
used, or at any time in the privacy policy page. These choices will be signaled
to our partners and will not affect browsing data.


WE AND OUR PARTNERS PROCESS DATA TO PROVIDE:

Use precise geolocation data. Actively scan device characteristics for
identification. Store and/or access information on a device. Personalised ads
and content, ad and content measurement, audience insights and product
development. List of Partners (vendors)

I Accept Reject All Show Purposes