{"id":628150,"date":"2024-07-18T17:00:00","date_gmt":"2024-07-18T14:00:00","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/ai-and-google-advertising-whats-next\/"},"modified":"2024-07-18T17:00:00","modified_gmt":"2024-07-18T14:00:00","slug":"ai-and-google-advertising-whats-next","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/ai-and-google-advertising-whats-next\/","title":{"rendered":"#AI and Google advertising: What\u2019s next?"},"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-6a2f2b491e703\" 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-6a2f2b491e703\" 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\/ai-and-google-advertising-whats-next\/#Discover_the_latest_AI-driven_changes_in_Google_Ads_their_implications_for_PPC_marketers_and_six_key_recommendations_to_stay_ahead\" >Discover the latest AI-driven changes in Google Ads, their implications for PPC marketers and six key recommendations to stay ahead.<\/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\/ai-and-google-advertising-whats-next\/#The_impact_of_generative_AI_on_search_volume_and_CTRs\" >The impact of generative AI on search volume and CTRs<\/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\/ai-and-google-advertising-whats-next\/#The_impact_of_AI_Overviews_on_advertisers\" >The impact of AI Overviews on advertisers<\/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\/ai-and-google-advertising-whats-next\/#The_impact_of_AI_on_CPC\" >The impact of AI on CPC<\/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\/ai-and-google-advertising-whats-next\/#Are_search_keywords_getting_a_second_life\" >Are search keywords getting a second life?\u00a0<\/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\/ai-and-google-advertising-whats-next\/#Success_lies_in_mastering_all_aspects_of_your_Google_Ads_program\" >Success lies in mastering all aspects of your Google Ads program<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/buradabiliyorum.com\/en\/ai-and-google-advertising-whats-next\/#1_Make_sure_youre_current_on_match_types\" >1. Make sure you\u2019re current on match types<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/buradabiliyorum.com\/en\/ai-and-google-advertising-whats-next\/#2_Make_sure_youre_current_on_Google_campaign_formats\" >2. Make sure you\u2019re current on Google campaign formats<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/buradabiliyorum.com\/en\/ai-and-google-advertising-whats-next\/#3_Stay_committed_to_using_the_best_combination_of_keyword_match_types_and_campaign_types\" >3. Stay committed to using the best combination of keyword match types and campaign types\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/buradabiliyorum.com\/en\/ai-and-google-advertising-whats-next\/#4_Dont_even_try_to_copy_and_paste_strategies\" >4. Don\u2019t even try to copy and paste strategies<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/buradabiliyorum.com\/en\/ai-and-google-advertising-whats-next\/#5_Invest_in_original_high-quality_content\" >5. Invest in original, high-quality content<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/buradabiliyorum.com\/en\/ai-and-google-advertising-whats-next\/#6_Remember_you_are_a_marketer_first\" >6. Remember, you are a marketer first<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/buradabiliyorum.com\/en\/ai-and-google-advertising-whats-next\/#Reason_for_optimism\" >Reason for optimism<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/buradabiliyorum.com\/en\/ai-and-google-advertising-whats-next\/#This_is_just_the_beginning_of_AI_and_Google_Ads\" >This is just the beginning of AI and Google Ads\u00a0<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Discover_the_latest_AI-driven_changes_in_Google_Ads_their_implications_for_PPC_marketers_and_six_key_recommendations_to_stay_ahead\"><\/span>Discover the latest AI-driven changes in Google Ads, their implications for PPC marketers and six key recommendations to stay ahead.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\nAI is impacting every aspect of Google, including SEO and Google Ads.\u00a0<\/p>\n<p>In a recent article in Search Engine Land, Anna Crowe masterfully discussed the impact of generative AI on SEO. It\u2019s a great article, and I encourage you to read it if you haven\u2019t already.<\/p>\n<p>I want to expand on what Crowe wrote, focusing on AI\u2019s impact on Google advertising, both now and in the future.\u00a0<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-the-impact-of-generative-ai-on-search-volume-and-ctrs\"><span class=\"ez-toc-section\" id=\"The_impact_of_generative_AI_on_search_volume_and_CTRs\"><\/span>The impact of generative AI on search volume and CTRs<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>One of the most startling findings in Crowe\u2019s article is that AI is increasing Google search volume, but organic listings aren\u2019t benefiting from that increase.\u00a0<\/p>\n<p>Crowe estimates that search volume is up 6 times searches per day (thanks to AI), yet AI is leading to a 60% decrease in average CTR.<\/p>\n<p>This, in turn, could lead to a 30% reduction in organic traffic.<\/p>\n<p>In Crowe\u2019s words, \u201cEvery single website is going to feel the pain.\u201d\u00a0<\/p>\n<p>Why aren\u2019t organic listings benefiting from the increased search volume? Because organic listings are being moved further down the SERPs than ever before.\u00a0<\/p>\n<p>Google\u2019s introduction of AI Overviews on SERPs is one of the main contributors to this phenomenon.<\/p>\n<p>If you haven\u2019t seen them yet, here\u2019s what these AI Overviews look like on SERPs:<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1574\" height=\"1600\" alt=\"Google AI Overviews example\" class=\"wp-image-444235\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/Google-AI-Overviews-example.png.webp 1574w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/Google-AI-Overviews-example-333x338.png.webp 333w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/Google-AI-Overviews-example-590x600.png.webp 590w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/Google-AI-Overviews-example-111x113.png.webp 111w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/Google-AI-Overviews-example-768x781.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/Google-AI-Overviews-example-1511x1536.png 1511w\" data-lazy-sizes=\"(max-width: 1574px) 100vw, 1574px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/Google-AI-Overviews-example.png.webp\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1574\" height=\"1600\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/Google-AI-Overviews-example.png.webp\" alt=\"Google AI Overviews example\" class=\"wp-image-444235\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/Google-AI-Overviews-example.png.webp 1574w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/Google-AI-Overviews-example-333x338.png.webp 333w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/Google-AI-Overviews-example-590x600.png.webp 590w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/Google-AI-Overviews-example-111x113.png.webp 111w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/Google-AI-Overviews-example-768x781.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/Google-AI-Overviews-example-1511x1536.png 1511w\" sizes=\"(max-width: 1574px) 100vw, 1574px\"><\/figure>\n<\/div>\n<p>As of this writing, AI Overviews have been rolled out only to U.S.-based searchers.\u00a0<\/p>\n<p>As you can see, AI Overviews push organic results further down the page. Consequently, organic listings \u2013 even those with top search rankings \u2013 can fall below the fold.\u00a0<\/p>\n<p>Given this placement, it\u2019s not surprising that traffic to these sites is dropping.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-the-impact-of-ai-overviews-on-advertisers\"><span class=\"ez-toc-section\" id=\"The_impact_of_AI_Overviews_on_advertisers\"><\/span>The impact of AI Overviews on advertisers<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The situation on the advertising side of the equation looks quite different.<\/p>\n<p>Crowe reports that we will start seeing ad placements above AI Overviews and put them at the top of SERPs.\u00a0<\/p>\n<p>This prime placement of ads on SERPs isn\u2019t too surprising, given that advertising is an important revenue source for Google. Why wouldn\u2019t they reserve that prime real estate for advertisers?<\/p>\n<p>It\u2019s also possible (although I\u2019m just speculating) that the \u201ccards\u201d that contain organic links at the bottom of AI Overviews might someday be replaced with ads.<\/p>\n<p>With these changes, two questions are top of mind for Google advertising professionals:<\/p>\n<ul>\n<li>Will businesses increase their Google Ads budgets to take advantage of these new opportunities?<\/li>\n<li>Will businesses that have invested heavily in SEO shift some of their budgets to Google advertising?<\/li>\n<\/ul>\n<h2 class=\"wp-block-heading\" id=\"h-the-impact-of-ai-on-cpc\"><span class=\"ez-toc-section\" id=\"The_impact_of_AI_on_CPC\"><\/span>The impact of AI on CPC<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Crowe also speculates that we may see a drop in CPCs with these additional ad placements (a.k.a. \u201cad inventory\u201d).\u00a0<\/p>\n<p>While I agree it\u2019s possible, it\u2019s not something I\u2019m counting on \u2013 or even all that excited about, to be honest.\u00a0<\/p>\n<p>I feel this way for two reasons:\u00a0<\/p>\n<ul>\n<li>High CPCs are a pain point for most advertisers, and everyone has a different perception of what qualifies as a high CPC. Every PPC pro has seen that annoying $100 click within an account that averages $10 per click. But we get over the sting pretty quickly as long as conversions are coming in at a good pace and the account is performing well overall.<\/li>\n<li>Even if CPCs do decrease, where will we find them? I have a hunch they\u2019ll be found in Performance Max and Demand Gen campaigns \u2013 not Search campaigns. Performance Max and Demand Gen already have more ad placement options than search ads have now \u2013 and, from where I stand \u2013 often have lower CPCs. Any decrease in CPCs probably won\u2019t manifest in search.\u00a0<\/li>\n<\/ul>\n<h2 class=\"wp-block-heading\" id=\"h-are-search-keywords-getting-a-second-life-nbsp\"><span class=\"ez-toc-section\" id=\"Are_search_keywords_getting_a_second_life\"><\/span>Are search keywords getting a second life?\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Advertisers have witnessed a steady decline in the power of standalone keyword targeting over the past few years, and many advertising pros (myself included) predict that this trend will continue.\u00a0<\/p>\n<p>With AI-driven campaign types on offer, such as Performance Max and Demand Gen, standalone keyword-based traditional search advertising seemed to be on its way out.\u00a0<\/p>\n<p>But now, I\u2019m starting to think that keywords are rising from the dead for two reasons:<\/p>\n<ul>\n<li>If organic traffic drops 30%, as suggested, search ads have the opportunity to capture that drop.\u00a0<\/li>\n<li>Google recently announced improvements to search ads query matching and brand controls \u2013 it\u2019s the kind of love we haven\u2019t seen for search in a while.<\/li>\n<\/ul>\n<p>Ginny Marvin, Ads Product Liaison at Google, <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/posts\/ginnymarvin_today-were-announcing-updates-for-search-activity-7211746814113329152-7sRZ?utm_source=share&amp;utm_medium=member_desktop\">outlined these changes in a recent LinkedIn post<\/a>.\u00a0<\/p>\n<p>These updates include automatically including misspellings in negative keyword lists and allowing brand inclusions and exclusions across additional campaign types \u2013 they\u2019re updates we\u2019ve wanted for years!\u00a0<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-success-lies-in-mastering-all-aspects-of-your-google-ads-program\"><span class=\"ez-toc-section\" id=\"Success_lies_in_mastering_all_aspects_of_your_Google_Ads_program\"><\/span>Success lies in mastering <em>all<\/em> aspects of your Google Ads program<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>What does all of this mean for Google advertisers?<\/p>\n<p>This means that to be successful, you need to master all aspects of your Google Ads program, from Search to Performance Max to Display ads and more.<\/p>\n<p>Even more importantly, you need to know how to integrate all of the targeting options, ad formats and campaign types to achieve peak performance.\u00a0<\/p>\n<p>To be more specific, here are six recommendations to stay ahead of the AI curve.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-1-make-sure-you-re-current-on-match-types\"><span class=\"ez-toc-section\" id=\"1_Make_sure_youre_current_on_match_types\"><\/span>1. Make sure you\u2019re current on match types<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Broad match isn\u2019t what it was a few years ago.<\/p>\n<p>The \u201cnew\u201d broad match is dramatically different. It\u2019s so different that it\u2019s too bad Google didn\u2019t give it a new name.\u00a0<\/p>\n<p>Today\u2019s broad match uses contextual signals and other signals, such as keywords in the ad group, landing page, user search behavior and user location, to understand intent.<\/p>\n<p><strong><em>Dig deeper: What to know about PPC keyword research tools and match types<\/em><\/strong><\/p>\n<h3 class=\"wp-block-heading\" id=\"h-2-make-sure-you-re-current-on-google-campaign-formats\"><span class=\"ez-toc-section\" id=\"2_Make_sure_youre_current_on_Google_campaign_formats\"><\/span>2. Make sure you\u2019re current on Google campaign formats<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>With Google\u2019s commitment to AI, you can be sure that AI-driven campaigns like Performance Max aren\u2019t going anywhere.\u00a0<\/p>\n<p>If you haven\u2019t already, add a Performance Max to the mix and see how it affects account performance. <\/p>\n<p>Get familiar with the pros and cons of this format and how it will interact with your current search keyword-targeted campaigns, as it will only become more important.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-3-stay-committed-to-using-the-best-combination-of-keyword-match-types-and-campaign-types-nbsp\"><span class=\"ez-toc-section\" id=\"3_Stay_committed_to_using_the_best_combination_of_keyword_match_types_and_campaign_types\"><\/span>3. Stay committed to using the best combination of keyword match types and campaign types\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Your best-performing combination might include Performance Max, or it might not. The only way to know for sure is to test.\u00a0<\/p>\n<p>Don\u2019t let biases or preconceived ideas get in the way of bringing in more targeted traffic. It\u2019s not a question of whether Search is better than Performance Max or vice versa. It\u2019s a question of what works best for every Google Ads program.\u00a0<\/p>\n<p><!-- START INLINE FORM --><\/p>\n<p><!-- 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\">\n<h3 class=\"wp-block-heading\" id=\"h-4-don-t-even-try-to-copy-and-paste-strategies\"><span class=\"ez-toc-section\" id=\"4_Dont_even_try_to_copy_and_paste_strategies\"><\/span>4. Don\u2019t even try to copy and paste strategies<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Abandon the idea that you can copy and paste a successful strategy from one campaign to another. It\u2019s not so simple.\u00a0<\/p>\n<p>We\u2019ve repeatedly found that strategies that work well in one account may differ dramatically from those that work well in another \u2013 even when the accounts provide similar services or products in the same industry.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-5-invest-in-original-high-quality-content\"><span class=\"ez-toc-section\" id=\"5_Invest_in_original_high-quality_content\"><\/span>5. Invest in original, high-quality content<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Crowe points out in her article that Google is facing an indexing crisis. The amount of content that Google has to crawl and index is growing exponentially \u2013 thanks, in part, to AI-generated content.<\/p>\n<p>As a result, Google might not even try to index all content, starting with content that\u2019s generic.\u00a0<\/p>\n<p>To quote Crowe again, \u201cToday, the best way to get your content seen by Google is through content written with experience and opinion. AI cannot write based on experience.\u201d<\/p>\n<p><strong><em>Dig deeper: PPC landing pages: How to craft a winning post-click experience<\/em><\/strong><\/p>\n<h3 class=\"wp-block-heading\" id=\"h-6-remember-you-are-a-marketer-first\"><span class=\"ez-toc-section\" id=\"6_Remember_you_are_a_marketer_first\"><\/span>6. Remember, you are a marketer first<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>All of this may sound overwhelming, but it\u2019s not really.\u00a0<\/p>\n<p>Ever since I started in Google advertising, oh so many years ago, I\u2019ve always <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>roached it with a marketing-first mindset. My primary focus is always on how we can use a client\u2019s Google Ads account to achieve the goals of the marketing teams we support.<\/p>\n<p>It\u2019s a focus that my team and I continue to maintain today.<\/p>\n<p>Whenever we encounter accounts that are overworked, over-targeted and over-tinkered, we start with the fundamentals. <\/p>\n<p>We start by asking, \u201cHow is this ad program supporting the company\u2019s goals?\u201d or even, \u201cDoes this ad program support the company\u2019s goals at all?\u201d Often, it does not.<\/p>\n<p>It\u2019s a straightforward approach, but you\u2019d be amazed at how well it works. We s<a href=\"https:\/\/buradabiliyorum.com\/en\/category\/trip-and-travel\/\" data-internallinksmanager029f6b8e52c=\"10\" title=\"Trip &amp; Travel\" target=\"_blank\" rel=\"noopener\">trip<\/a> things down and laser-focus on aligning the advertising of the client\u2019s product\/service with the client\u2019s business and marketing goals.\u00a0<\/p>\n<p>How we achieve that alignment may be a little different than before with the introduction of AI, but the basics still apply.<\/p>\n<p>AI may have created new challenges. But the solution remains the same.\u00a0<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-reason-for-optimism\"><span class=\"ez-toc-section\" id=\"Reason_for_optimism\"><\/span>Reason for optimism<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>I\u2019ll leave you with one final note of optimism.\u00a0<\/p>\n<p>Even though Google is eager to keep people on its pages as long as possible, that doesn\u2019t mean your website will become obsolete anytime soon.\u00a0<\/p>\n<p>No matter how well information is presented on the SERPs, users still need to go to your site to talk to you about your service or product (for now, at least). You still have plenty of opportunities to engage with them and win them over on your own home turf.<\/p>\n<p>However, as mentioned above, it is more important than ever to ensure that your website is well-designed and has the content you need to engage and convert leads.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-this-is-just-the-beginning-of-ai-and-google-ads-nbsp\"><span class=\"ez-toc-section\" id=\"This_is_just_the_beginning_of_AI_and_Google_Ads\"><\/span>This is just the beginning of AI and Google Ads\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>There\u2019s no question that AI is changing Google Ads in many important ways and will continue to do so.\u00a0<\/p>\n<p>That\u2019s why all of the predictions and recommendations I\u2019ve written about above are just for this moment.\u00a0<\/p>\n<p>A month from now, a year from now, we\u2019ll need to reconsider keyword management and how it relates to account strategies once again.<\/p>\n<p>Because generative AI will continue to evolve \u2013 and how people use it will evolve along with it.\u00a0\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=\"Pauline Jakober\" width=\"140\" height=\"140\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/12\/Pauline-Jakober.jpeg.webp\"><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/12\/Pauline-Jakober.jpeg.webp\" alt=\"Pauline Jakober\" width=\"140\" height=\"140\">\n                                            <\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<div class=\"name\">\n                            <strong>Pauline Jakober<\/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=GrpTwentySeven&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\/paulinejakober\" aria-label=\"opens in a new tab\"><i class=\"fab fa-linkedin\"><\/i><\/a>\n                                <\/div>\n<\/p><\/div>\n<p>                        Pauline Jakober is Founder and CEO of <a rel=\"nofollow noopener\" target=\"_blank\" href=\"http:\/\/grouptwentyseven.com\">Group Twenty Seven<\/a>, a boutique online advertising agency that provides Google Ads and LinkedIn Ads management, consulting and audits to B2B clients.                 <\/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\/ai-google-advertising-next-444233\" target=\"_blank\" rel=\"noopener\">Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Discover the latest AI-driven changes in Google Ads, their implications for PPC marketers and six key recommendations to stay ahead. AI is impacting every aspect of Google, including SEO and Google Ads.\u00a0 In a recent article in Search Engine Land, Anna Crowe masterfully discussed the impact of generative AI on SEO. It\u2019s a great article,&#8230;<\/p>\n","protected":false},"author":1,"featured_media":628151,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/07\/AI-and-Google-advertising-What-comes-next-800x450.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[149397,142591,107942],"class_list":["post-628150","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-artificial-intelligence-optimization-aio","tag-google-ads","tag-ppc"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/628150","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=628150"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/628150\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/628151"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=628150"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=628150"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=628150"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}