{"id":605220,"date":"2024-01-18T21:00:00","date_gmt":"2024-01-18T18:00:00","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/how-will-googles-search-generative-experience-impact-ppc-marketing\/"},"modified":"2024-01-18T21:00:00","modified_gmt":"2024-01-18T18:00:00","slug":"how-will-googles-search-generative-experience-impact-ppc-marketing","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/how-will-googles-search-generative-experience-impact-ppc-marketing\/","title":{"rendered":"#How will Google\u2019s Search Generative Experience impact PPC marketing?"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_84 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a26bbbf6d03f\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a26bbbf6d03f\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/how-will-googles-search-generative-experience-impact-ppc-marketing\/#From_keyword_research_to_ad_copy_creation_to_competitor_research_heres_how_SGE_could_transform_PPC_marketing\" >From keyword research to ad copy creation to competitor research, here&#8217;s how SGE could transform PPC marketing.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/how-will-googles-search-generative-experience-impact-ppc-marketing\/#What_is_SGE\" >What is SGE?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/how-will-googles-search-generative-experience-impact-ppc-marketing\/#Ads_within_SGE\" >Ads within SGE<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/how-will-googles-search-generative-experience-impact-ppc-marketing\/#Uptake_of_SGE\" >Uptake of SGE<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/buradabiliyorum.com\/en\/how-will-googles-search-generative-experience-impact-ppc-marketing\/#The_issue_with_SGE\" >The issue with SGE<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/buradabiliyorum.com\/en\/how-will-googles-search-generative-experience-impact-ppc-marketing\/#Impact_on_CTR\" >Impact on CTR<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/buradabiliyorum.com\/en\/how-will-googles-search-generative-experience-impact-ppc-marketing\/#PPC_and_SEO_to_come_together\" >PPC and SEO to come together?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/buradabiliyorum.com\/en\/how-will-googles-search-generative-experience-impact-ppc-marketing\/#The_impact_on_keyword_research\" >The impact on keyword research<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/buradabiliyorum.com\/en\/how-will-googles-search-generative-experience-impact-ppc-marketing\/#A_new_approach\" >A new approach<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/buradabiliyorum.com\/en\/how-will-googles-search-generative-experience-impact-ppc-marketing\/#How_does_this_affect_how_you_write_the_ads\" >How does this affect how you write the ads?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/buradabiliyorum.com\/en\/how-will-googles-search-generative-experience-impact-ppc-marketing\/#Competitor_research_and_SGE\" >Competitor research and SGE<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/buradabiliyorum.com\/en\/how-will-googles-search-generative-experience-impact-ppc-marketing\/#Time_to_develop_new_skills\" >Time to develop new skills<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"From_keyword_research_to_ad_copy_creation_to_competitor_research_heres_how_SGE_could_transform_PPC_marketing\"><\/span>From keyword research to ad copy creation to competitor research, here&#8217;s how SGE could transform PPC marketing.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\nGoogle\u2019s Search Generative Experience (SGE) has the potential to revolutionize PPC, presenting both unprecedented opportunities and challenges for marketers. <\/p>\n<p>A roundtable of experts examined how our industry might change at SMX Next. <\/p>\n<p><!-- \/1038259\/SEL_Post-text --><\/p>\n<div id=\"div-gpt-ad-1693000027709-0\"><\/div>\n<div id=\"post-break\"><\/div>\n<p>Brad Geddes, co-founder of Adalysis, spoke with <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/jyllsaskingales\/\">Jyll Saskin Gales<\/a>, marketing Consultant at\u00a0Jyll.ca, <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/gkohler\/\">Greg Kohler<\/a>, senior digital marketing manager at ServiceMaster Brands, and Aaron Levy, VP of paid search at Tinuiti.<\/p>\n<p>Below is a summary of what they had to say.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-what-is-sge\"><span class=\"ez-toc-section\" id=\"What_is_SGE\"><\/span>What is SGE?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>SGE is a big change from how searches usually work. <\/p>\n<p>Before, Google showed 10 blue links for user queries, and clicking on them took users to websites, generating traffic. <\/p>\n<p>With SGE, the process changes \u2014 answers to queries are given directly in the search results, removing the need to click on links. This shift could have a significant impact on website traffic. As Geddes explained:<\/p>\n<ul>\n<li>\u201cRegardless of the search query, you\u2019re going to see answers and prompts where you can continue to click through and refine your query or get more information without ever leaving a search result.\u201d <\/li>\n<li>\u201cThe machine learning can change the search query without users doing anything differently.\u201d<\/li>\n<\/ul>\n<h2 class=\"wp-block-heading\" id=\"h-ads-within-sge\"><span class=\"ez-toc-section\" id=\"Ads_within_SGE\"><\/span>Ads within SGE<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Ads <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">app<\/a>ear both above the SGE result and directly below it. However, ad placement could change when the feature is rolled out, according to Geddes:<\/p>\n<ul>\n<li>\u201cGoogle cares about stock prices and how often ads are clicked on. So I think we can expect even more integration before SGE is live.\u201d<\/li>\n<\/ul>\n<figure class=\"wp-block-image size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"767\" height=\"422\" alt=\"Screenshot 2024 01 16 At 21.03.30\" class=\"wp-image-436565\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/Screenshot-2024-01-16-at-21.03.30.png.webp 767w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/Screenshot-2024-01-16-at-21.03.30-600x330.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/Screenshot-2024-01-16-at-21.03.30-200x110.png.webp 200w\" data-lazy-sizes=\"(max-width: 767px) 100vw, 767px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/Screenshot-2024-01-16-at-21.03.30.png.webp\"><noscript><img fetchpriority=\"high\" decoding=\"async\" width=\"767\" height=\"422\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/Screenshot-2024-01-16-at-21.03.30.png.webp\" alt=\"Screenshot 2024 01 16 At 21.03.30\" class=\"wp-image-436565\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/Screenshot-2024-01-16-at-21.03.30.png.webp 767w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/Screenshot-2024-01-16-at-21.03.30-600x330.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/Screenshot-2024-01-16-at-21.03.30-200x110.png.webp 200w\" sizes=\"(max-width: 767px) 100vw, 767px\"><\/noscript><\/figure>\n<h2 class=\"wp-block-heading\" id=\"h-uptake-of-sge\"><span class=\"ez-toc-section\" id=\"Uptake_of_SGE\"><\/span>Uptake of SGE<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>SGE is expected to impact search and digital marketing, but the group believes widespread adoption won\u2019t happen soon. Because of this, Gales doesn\u2019t expect significant changes to PPC metrics in the near future. She explained:<\/p>\n<ul>\n<li>\u201cI don\u2019t think adoption of SGE will be as widespread for the foreseeable future as you might think.\u201d <\/li>\n<li>\u201cRemember when voice search was supposed to be the next big thing? Then it was Google Assistant. [Digital marketers] are all plugged into SGE because we\u2019re marketers, but I don\u2019 foresee the <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/general\/\" data-internallinksmanager029f6b8e52c=\"3\" title=\"General\" target=\"_blank\" rel=\"noopener\">general<\/a> public adopting it in the same way.\u201d<\/li>\n<\/ul>\n<h2 class=\"wp-block-heading\" id=\"h-the-issue-with-sge\"><span class=\"ez-toc-section\" id=\"The_issue_with_SGE\"><\/span>The issue with SGE<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The group agreed that while SGE can answer a wide range of queries, it often gives inaccurate responses, especially in proximity-based searches. This could impact how widely SGE is adopted. Levy explained<\/p>\n<ul>\n<li>\u201cI don\u2019t think SGE will reach critical mass until it gets to a point when numbers outweigh incorrect answers. Perhaps in the three to five-year range, once everyone gets used to it.\u201d<\/li>\n<li>\u201cI also don\u2019t think SGE will be the right source for every type of query either. So I don\u2019t know that it will ever be the only experience that we have.\u201d<\/li>\n<\/ul>\n<h2 class=\"wp-block-heading\" id=\"h-impact-on-ctr\"><span class=\"ez-toc-section\" id=\"Impact_on_CTR\"><\/span>Impact on CTR <span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Once SGE is fully implemented, the group believes advertisers will see a substantial impact on click-through rates (CTR). Levy noted that his Google Ads representative has already started guiding him away from focusing on metrics like CTR.<\/p>\n<ul>\n<li>\u201cIt feels like they\u2019re conditioning us to not look at metrics like CTR anymore and just look at things like cost per action (CPA) and return on ad spend (ROAS) instead. The same could be said for cost per click (CPC).\u201d <\/li>\n<li>\u201cI think all of us have opinions here that CPCs can be too high. But they\u2019re certainly shifting the dialogue away from looking at CPCs and more looking towards pure return.\u201d<\/li>\n<li>\u201cWith that said, I don\u2019t anticipate a huge swing in what I would consider true performance metrics. I don\u2019t see that changing too much. It would throw too much of a wrench and everyone\u2019s advertising plans \u2013 and probably Google\u2019s earnings as well.\u201d<\/li>\n<\/ul>\n<h2 class=\"wp-block-heading\" id=\"h-ppc-and-seo-to-come-together\"><span class=\"ez-toc-section\" id=\"PPC_and_SEO_to_come_together\"><\/span>PPC and SEO to come together?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>While Gales doesn\u2019t anticipate major changes to PPC metrics soon either, she envisions SGE altering how SEO and PPC experts collaborate. As search behaviors and results evolve, PPC and SEO marketers will work more closely together, she said:<\/p>\n<ul>\n<li>\u201cAs marketers, we\u2019re used to being super specialized, but those specialties are merging more and more because it\u2019s all just about providing one intent-rich experience for users.\u201d<\/li>\n<li>\u201cSo we\u2019re going to have to work much more closely with practitioners and other marketing disciplines in the near future.\u201d<\/li>\n<\/ul>\n<h2 class=\"wp-block-heading\" id=\"h-the-impact-on-keyword-research\"><span class=\"ez-toc-section\" id=\"The_impact_on_keyword_research\"><\/span>The impact on keyword research<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Gales explained that many in the industry believe the era of heavily relying on specific keywords is fading. There\u2019s a shift towards a dynamic, feed-based approach, where having a well-optimized website and using conversion tracking are becoming crucial. <\/p>\n<p>This change means Google\u2019s algorithms, drawing information from various sources, play a larger role in targeting and creativity. <\/p>\n<p>The future might involve users finding what they need directly on Google, reducing the emphasis on selecting the perfect keyword and match type. Instead, the focus is on optimizing the website for both Google algorithms and human understanding.<\/p>\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"429\" alt=\"Screenshot 2024 01 16 At 20.44.58 800x429\" class=\"wp-image-436617\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/Screenshot-2024-01-16-at-20.44.58-800x429.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/Screenshot-2024-01-16-at-20.44.58-600x322.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/Screenshot-2024-01-16-at-20.44.58-200x107.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/Screenshot-2024-01-16-at-20.44.58-768x412.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/Screenshot-2024-01-16-at-20.44.58-1536x823.png 1536w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/Screenshot-2024-01-16-at-20.44.58.png.webp 1909w\" data-lazy-sizes=\"(max-width: 800px) 100vw, 800px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/Screenshot-2024-01-16-at-20.44.58-800x429.png.webp\"><noscript><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"429\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/Screenshot-2024-01-16-at-20.44.58-800x429.png.webp\" alt=\"Screenshot 2024 01 16 At 20.44.58 800x429\" class=\"wp-image-436617\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/Screenshot-2024-01-16-at-20.44.58-800x429.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/Screenshot-2024-01-16-at-20.44.58-600x322.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/Screenshot-2024-01-16-at-20.44.58-200x107.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/Screenshot-2024-01-16-at-20.44.58-768x412.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/Screenshot-2024-01-16-at-20.44.58-1536x823.png 1536w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/Screenshot-2024-01-16-at-20.44.58.png.webp 1909w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\"><\/noscript><\/figure>\n<h2 class=\"wp-block-heading\" id=\"h-a-new-approach\"><span class=\"ez-toc-section\" id=\"A_new_approach\"><\/span>A new approach<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>After SGE is launched, overall search volume is expected to stay the same. However, search suggestions might change based on trends and user behavior, according to Kohler. He predicts advertisers will be more interested in upper-funnel content, like display and video ads, affecting the economic model and increasing ads in those areas.<\/p>\n<p>Kohler doesn\u2019t see Google controlling user searches but expects a shift in guiding users toward final questions. This is likely to influence econometrics but not necessarily search volume.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-how-does-this-affect-how-you-write-the-ads\"><span class=\"ez-toc-section\" id=\"How_does_this_affect_how_you_write_the_ads\"><\/span>How does this affect how you write the ads?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The challenge for Google with SGE is to smoothly integrate ads in a natural and conversational way, avoiding a salesy tone. The current method, where call-to-action phrases are condensed, could sound awkward in the middle of a conversation. <\/p>\n<p>Unlike Bing\u2019s pop-up ad style, Google\u2019s approach demands a change in how we write ads. Levy elaborated:<\/p>\n<ul>\n<li>\u201cWhat we are going to have to do is make sure that each individual piece of an ad, each asset, or extension will stand alone and won\u2019t be missing anything.\u201d<\/li>\n<li>\u201cI\u2019m curious to see if Google is going to try to start rewriting ads, and what that will wind up doing in sensitive industries.\u201d<\/li>\n<\/ul>\n<h2 class=\"wp-block-heading\" id=\"h-competitor-research-and-sge\"><span class=\"ez-toc-section\" id=\"Competitor_research_and_SGE\"><\/span>Competitor research and SGE<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The group agreed that considering what competitors are saying is valuable, but it\u2019s essential to take it with a grain of salt. The challenge is to determine if they are being unique or merely following Google\u2019s RSA suggestions. <\/p>\n<p>In a competitive landscape, where many use similar phrases, standing will become more crucial than ever. As Kohler explained:<\/p>\n<ul>\n<li>\u201cIf you\u2019re a plumber bidding against other plumbers, and every single one of them says \u2018Milwaukee\u2019s best plumber\u2019, you\u2019ll have to think about how to position yourself to stand out.\u201d<\/li>\n<li>\u201cAlways look at what your competitors are saying, but also, what are they showing up for.\u201d<\/li>\n<\/ul>\n<h2 class=\"wp-block-heading\" id=\"h-time-to-develop-new-skills\"><span class=\"ez-toc-section\" id=\"Time_to_develop_new_skills\"><\/span>Time to develop new skills <span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Gales advised PPC marketers to broaden their skillsets in anticipation of SGE\u2019s rollout. She emphasized that the days of exclusively focusing on keyword research, fine targeting, and attribution are over. <\/p>\n<p>Now is the opportune moment to start honing skills in video creation, copywriting and comprehensive marketing strategies that go beyond traditional ad platforms. Gales added:<\/p>\n<ul>\n<li>\u201cIf you\u2019re a search marketer and you\u2019ve never tried to create a video before, if you\u2019ve never worked on your copywriting skills, you\u2019ve never put together a marketing strategy beyond just what happens in Bing Ads or Google Ads, now is the time to learn.\u201d <\/li>\n<li>\u201cStart developing those skills because these things are converging and being just good enough won\u2019t be good enough anymore in an SGE world.\u201d <\/li>\n<li>\u201cYou will have to be the best, or you will not last.\u201d<\/li>\n<\/ul>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\"><!-- START INLINE FORM --><br \/>\n<!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\">The message is clear: in the world of SGE, being average isn\u2019t sufficient. <\/p>\n<p>It\u2019s crucial to excel and be the best, emphasizing the need for a diverse skill set to succeed in this changing marketing environment.\n<\/p><\/div>\n<p><\/p>\n<div class=\"about-author\">\n    About the author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3 text-center\">\n<div class=\"avatar\">\n                        <img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" alt=\"Nicola Agius\" width=\"140\" height=\"140\" src=\"https:\/\/searchengineland.com\/nicola_agius\"><noscript><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" src=\"https:\/\/searchengineland.com\/nicola_agius\" alt=\"Nicola Agius\" width=\"140\" height=\"140\"><\/noscript>\n                                            <\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<div class=\"name\">\n                            <strong>Nicola Agius<\/strong>\n                        <\/div>\n<div class=\"row g-2 pt-2\">\n<div class=\"col-auto twitter\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/intent\/follow?original_referer=https%3A%2F%2Fsearchengineland.com%2F&amp;region=follow_link&amp;screen_name=nicola_agius&amp;tw_p=followbutton&amp;variant=2.0\" aria-label=\"opens in a new tab\"><i class=\"fab fa-x-twitter\"><\/i><\/a>\n                            <\/div>\n<div class=\"col-auto\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/nicola-agius-8b330956\" aria-label=\"opens in a new tab\"><i class=\"fab fa-linkedin\"><\/i><\/a>\n                                <\/div>\n<\/p><\/div>\n<p>                        Nicola Agius is Paid Media Editor of Search Engine Land after joining in 2023. She covers paid search, paid <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">social<\/a>, retail media and more. Prior to this, she was SEO Director at Jungle Creations (2020-2023), overseeing the company&#8217;s editorial strategy for multiple websites. She has over 15 years of experience in journalism and has previously worked at OK! Magazine (2010-2014), Mail Online (2014-2015), Mirror (2015-2017), Digital Spy (2017-2018) and The Sun (2018-2020). She also previously teamed up with SEO agency Blue Array to co-author Amazon bestselling book Mastering In-House SEO.                 <\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/technology\/\" target=\"_blank\" rel=\"noopener\">Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/google-search-generative-experience-impact-ppc-smx-next-436560\" target=\"_blank\" rel=\"noopener\">Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>From keyword research to ad copy creation to competitor research, here&#8217;s how SGE could transform PPC marketing. Google\u2019s Search Generative Experience (SGE) has the potential to revolutionize PPC, presenting both unprecedented opportunities and challenges for marketers. A roundtable of experts examined how our industry might change at SMX Next. Brad Geddes, co-founder of Adalysis, spoke&#8230;<\/p>\n","protected":false},"author":1,"featured_media":605221,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/01\/How-will-Googles-Search-Generative-Experience-impact-PPC-marketing-1-800x450.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[26293,107942,78070],"class_list":["post-605220","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-google","tag-ppc","tag-seo"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/605220","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=605220"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/605220\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/605221"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=605220"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=605220"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=605220"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}