{"id":712830,"date":"2026-02-21T10:05:11","date_gmt":"2026-02-21T07:05:11","guid":{"rendered":"https:\/\/buradabiliyorum.com\/en\/whats-next-for-ppc-ai-visual-creative-and-new-ad-surfaces\/"},"modified":"2026-02-21T10:05:11","modified_gmt":"2026-02-21T07:05:11","slug":"whats-next-for-ppc-ai-visual-creative-and-new-ad-surfaces","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/whats-next-for-ppc-ai-visual-creative-and-new-ad-surfaces\/","title":{"rendered":"What\u2019s next for PPC: AI, visual creative and new ad surfaces"},"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-6a27fbd4df379\" 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-6a27fbd4df379\" 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\/whats-next-for-ppc-ai-visual-creative-and-new-ad-surfaces\/#Google_and_Microsoft_liaisons_explain_why_dynamic_ad_surfaces_distinct_assets_and_smarter_AI_inputs_will_define_the_next_era_of_paid_media\" >Google and Microsoft liaisons explain why dynamic ad surfaces, distinct assets and smarter AI inputs will define the next era of paid media.<\/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\/whats-next-for-ppc-ai-visual-creative-and-new-ad-surfaces\/#Emerging_ad_formats_and_channels\" >Emerging ad formats and channels<\/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\/whats-next-for-ppc-ai-visual-creative-and-new-ad-surfaces\/#Importance_of_visual_content\" >Importance of visual content<\/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\/whats-next-for-ppc-ai-visual-creative-and-new-ad-surfaces\/#Myths_about_AI_and_creative\" >Myths about AI and creative<\/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\/whats-next-for-ppc-ai-visual-creative-and-new-ad-surfaces\/#Strategic_use_of_assets\" >Strategic use of assets<\/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\/whats-next-for-ppc-ai-visual-creative-and-new-ad-surfaces\/#Partnering_with_AI_for_measurement\" >Partnering with AI for measurement<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Google_and_Microsoft_liaisons_explain_why_dynamic_ad_surfaces_distinct_assets_and_smarter_AI_inputs_will_define_the_next_era_of_paid_media\"><\/span>Google and Microsoft liaisons explain why dynamic ad surfaces, distinct assets and smarter AI inputs will define the next era of paid media.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\n<p>PPC is evolving beyond traditional search. Those who adopt new ad formats, smarter creative strategies, and the right use of AI will gain a competitive edge.<\/p>\n<p>Ginny Marvin, Google\u2019s Ads Product Liaison, and Navah Hopkins, Microsoft\u2019s Product Liaison, joined me for a conversation about what\u2019s next for PPC. Here\u2019s a recap of this special keynote from SMX Next.<\/p>\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\">\n<div class=\"wp-block-embed__wrapper\">\n<div class=\"rll-youtube-player\" data-src=\"https:\/\/www.youtube.com\/embed\/ikkxRGx5uEs\" data-id=\"ikkxRGx5uEs\" data-query=\"feature=oembed\" data-alt=\"Future of PPC: Navigating data, creative, and AI in a changing landscape\"><\/div>\n<p><noscript><iframe loading=\"lazy\" title=\"Future of PPC: Navigating data, creative, and AI in a changing landscape\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/ikkxRGx5uEs?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/noscript>\n<\/div>\n<\/figure>\n<h2 id=\"emerging-ad-formats-and-channels\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Emerging_ad_formats_and_channels\"><\/span>Emerging ad formats and channels<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>When discussing what lies beyond search, both speakers expressed excitement about AI-driven ad formats.<\/p>\n<p>Hopkins highlighted Microsoft\u2019s innovation in AI-first formats, especially showroom ads:<\/p>\n<ul class=\"wp-block-list\">\n<li>\u201cShowroom ads allow users to engage and interact with a showroom where the advertiser provides the content, and Copilot provides the brand security.\u201d<\/li>\n<\/ul>\n<p>She also pointed to gaming as a major emerging ad channel. As a <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/game\/\" data-internallinksmanager029f6b8e52c=\"7\" title=\"Game\" target=\"_blank\" rel=\"noopener\">game<\/a>r, she noted that many users \u201cjustifiably hate the ads that serve on gaming surfaces,\u201d but suggested more immersive, intelligent formats are coming.<\/p>\n<p>Marvin agreed that the landscape is shifting, driven by conversational AI and visual discovery tools. These changes \u201care redefining intent\u201d and making conversion journeys \u201cfar more dynamic\u201d than the traditional keyword-to-click model.<\/p>\n<p>Both stressed that PPC marketers must prepare for a landscape where traditional search is only one of many ad surfaces.<\/p>\n<h2 id=\"importance-of-visual-content\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Importance_of_visual_content\"><\/span>Importance of visual content<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>A major <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\">theme<\/a> throughout the discussion was the growing importance of visual content. Hopkins summed up the shift by saying:<\/p>\n<ul class=\"wp-block-list\">\n<li>\u201cMost people are visual learners\u2026 visual content belongs in every stage of the funnel.\u201d<\/li>\n<\/ul>\n<p>She urged performance marketers to rethink the assumption that visuals belong only at the top of the funnel or in remarketing.<\/p>\n<p>Marvin added that leading with brand-forward visuals is becoming essential, as creatives now play \u201ca much more important role in how you tell your stories, how you drive discovery, and how you drive action.\u201d Marketers who understand their brand\u2019s positioning and reflect it consistently in their creative libraries will thrive across emerging channels.<\/p>\n<p>Both noted that AI-driven ad platforms increasingly rely on strong creative libraries to assemble the right message at the right moment.<\/p>\n<h2 id=\"myths-about-ai-and-creative\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Myths_about_AI_and_creative\"><\/span>Myths about AI and creative<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The conversation also addressed misconceptions about AI-generated creative.<\/p>\n<p>Hopkins cautioned against overrelying on AI to build entire creative libraries, emphasizing:<\/p>\n<ul class=\"wp-block-list\">\n<li>\u201cAI is not the replacement for our creativity\u2026 you should not be delegating full stop your creative to AI.\u201d<\/li>\n<\/ul>\n<p>Instead, she said marketers should focus on how AI can amplify their work. Campaigns must perform even when only a single asset appears, such as a headline or image. Creatives need to \u201cstand alone\u201d and clearly communicate the brand.<\/p>\n<p>Marvin reinforced the need for a broader range of visual assets than most advertisers maintain. \u201cYou probably need more assets than you currently have,\u201d she noted, especially as cross-channel campaigns like Demand Gen depend on testing multiple combinations.<\/p>\n<p>Both positioned AI as an enabler, not a replacement, stressing that human creativity drives differentiation.<\/p>\n<h2 id=\"strategic-use-of-assets\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Strategic_use_of_assets\"><\/span>Strategic use of assets<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Both liaisons emphasized the need for a diverse, adaptable asset library that works across formats and surfaces.<\/p>\n<p>Marvin explained that AI systems now evaluate creative performance individually:<\/p>\n<ul class=\"wp-block-list\">\n<li>\u201cUnderperforming assets should be swapped out, and high-performing niche assets can tell you something about your audience.\u201d<\/li>\n<\/ul>\n<p>Hopkins added that distinct creative assets reduce what she called \u201cAI chaos moments,\u201d when the system struggles because assets overlap too closely. Distinctiveness\u2014visual and textual\u2014helps systems identify which combinations perform best.<\/p>\n<p>Both urged marketers to rethink creative planning, treating assets as both brand-building and performance-driving rather than separating the two.<\/p>\n<h2 id=\"partnering-with-ai-for-measurement\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Partnering_with_AI_for_measurement\"><\/span>Partnering with AI for measurement<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The conversation concluded with a deep dive into what it means to measure performance in an AI-first world.<\/p>\n<p>Hopkins listed the key strategic inputs AI relies on:<\/p>\n<ul class=\"wp-block-list\">\n<li>\u201cFirst-party data, creative assets, ad copy, website content, goals and targets, and budget. These are the things AI uses to optimize towards your business outcomes.\u201d<\/li>\n<\/ul>\n<p>She also highlighted that incrementality \u2014 understanding the true added value of ads \u2014 is becoming more important than ever.<\/p>\n<p>Marvin acknowledged the challenges marketers face in letting go of old control patterns, especially as measurement shifts from granular data to privacy-protective models. However, she stressed that modern analytics still provide meaningful signals, just in a different form:<\/p>\n<ul class=\"wp-block-list\">\n<li>\u201cIt\u2019s not about individual queries anymore\u2026 it\u2019s about understanding the themes that matter to your audience.\u201d<\/li>\n<\/ul>\n<p>Both encouraged marketers to think more strategically and holistically in their analysis rather than getting stuck in granular metrics.<\/p>\n<\/div>\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:\/\/buradabiliyorum.com\/en\/category\/technology\/\" target=\"_blank\" >Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/ppc-future-google-microsoft-smx-next-466133\" target=\"_blank\" >Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Google and Microsoft liaisons explain why dynamic ad surfaces, distinct assets and smarter AI inputs will define the next era of paid media. PPC is evolving beyond traditional search. Those who adopt new ad formats, smarter creative strategies, and the right use of AI will gain a competitive edge. Ginny Marvin, Google\u2019s Ads Product Liaison,&#8230;<\/p>\n","protected":false},"author":1,"featured_media":712831,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/future-of-PPC-anu-navah-ginny-scaled.jpg","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[],"class_list":["post-712830","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/712830","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=712830"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/712830\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/712831"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=712830"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=712830"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=712830"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}