Google is experimenting with a new ad experience on Search that aims to guide consumers through complicated buying decisions using AI assistance.
The big picture. The test explores how Google’s AI capabilities could enhance ads to provide more tailored advice and recommendations based on a user’s specific needs and context.
Why we care. With this update advertisers will be getting a higher converting clicka to their site. Although brands should look out for traffic volumes most likely decreasing as experience on the SERP increases.
How it works. If a user searches for something like “short-term storage” and clicks on an ad from a storage facility, they may be shown an AI-guided experience to determine their storage requirements.
- Users could share details like photos of items they need to store and their budget.
- Google’s AI would then analyze that information to recommend an appropriately sized storage unit and suggest packing materials.
- The experience would link back to the advertiser’s website to complete the purchase.
What’s next. The storage unit ads are currently just an initial test case. Broader rollouts to other verticals like travel, financial services and health care could follow if the AI proves helpful for guiding high-consideration purchases.
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About the author
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career started with
delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.
Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live, host of weekly podcast PPCChat Roundup, and brand evangelist at ClickTech.
She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.
Source link : Searchengineland.com
