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The Impact of AI on Google Ads: A Look Into AI Generative Search
17th July 2023 โ€ข The Google Ads Podcast โ€ข Solutions 8
00:00:00 00:06:21

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Google just announced its new ๐—š๐—ฒ๐—ป๐—ฒ๐—ฟ๐—ฎ๐˜๐—ถ๐˜ƒ๐—ฒ ๐—”๐—œ ๐—ฆ๐—ฒ๐—ฎ๐—ฟ๐—ฐ๐—ต. Is it similar to ChatGPT? Will it affect organic results or Google Ads campaigns? Kasim breaks down what it is and how itโ€™s going to change search forever. He also shares his predictions on what AI means for the future of Google Ads. Listen to this episode now to learn more!

Mentioned links:

Search ads today and in the future: https://blog.google/products/ads-comm...

Supercharging Search with generative AI: https://blog.google/products/search/g...

Try Google's latest experiments in Labs: https://labs.withgoogle.com/

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0:00 The Impact of AI on Google Ads: A Look into AI Generative Search

1:58 Google wins the AI war

3:31 How AI Generative Search will affect organic ranking

6:26 Google stocksโ€™ unbelievable spike



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Transcripts

Kasim:

How is AI gonna change search and search ads?

Kasim:

I have no idea.

Kasim:

Anybody who says they know is either lying or a major shareholder in

Kasim:

Google that said, we can guess at it and we can also use the information

Kasim:

that Google's telling us in order to interpret some of what might be coming.

Kasim:

So Interesting experiment coming from Google called Search generative

Kasim:

experience, s g e, where Google is going to start delivering chat G P Ts

Kasim:

results at the top of search results while keeping sponsored listings.

Kasim:

Both intact and very separate.

Kasim:

And you can kind of see here.

Kasim:

So here's SGEs response, talking about bicycles.

Kasim:

All of these ostensibly are organic.

Kasim:

So what you're seeing here on the screen are organic results

Kasim:

followed by paid listings.

Kasim:

One of the things that Google's done that I always thought it was

Kasim:

very high integrity is they've kept a strong delineation between

Kasim:

organic and sponsored listings.

Kasim:

And I say high integrity because not every content network has done that.

Kasim:

Some of them embed sponsored listings in a way that's almost impossible to

Kasim:

separate maybe it's not integrity, let's say that it's self-preservation, right?

Kasim:

Because they don't wanna get sued.

Kasim:

But regardless the delineation between.

Kasim:

Organic results and sponsored results is really strong.

Kasim:

And you can see Google has this really, really well done video here.

Kasim:

I'm gonna include links in the description of this that shows

Kasim:

you what SG is and how it works.

Kasim:

you can see as we're paging through,

Kasim:

. They're just giving you the answer again, very chat, G p t esque.

Kasim:

But, I've made this, case once before.

Kasim:

Google's knowledge graph is exponentially bigger than anybody's knowledge graph.

Kasim:

Save God, right?

Kasim:

Like there is not an entity on the planet.

Kasim:

That we know about governments included, that has as much

Kasim:

information as Google has.

Kasim:

And so I think Google wins the AI war.

Kasim:

I've got another video on why I think Google wins the AI war.

Kasim:

You can watch that video if you want to include that in the description as well.

Kasim:

But what's cool is by chat.

Kasim:

GPTs own admission isn't really meant for web browsing per se.

Kasim:

And so you're getting something that potentially has the same benefits.

Kasim:

the open AI chat GT just in terms of, its ability to, ideate with you, but you're

Kasim:

getting it with based off of goo Google's knowledge graph, which is really cool.

Kasim:

I'd be interested in seeing how well this iterates, cuz that's one of the things

Kasim:

that's really cool about chat GT is.

Kasim:

you can stack, it has a memory., while Google, we know Google search has a memory

Kasim:

because your search results are impacted by previous searches it's always been

Kasim:

kind of hidden in a very sneaky way.

Kasim:

Is there more I wanna show you here?

Kasim:

the other thing that I think is gonna be really interesting that

Kasim:

needs to be discussed is organic.

Kasim:

you can see in these results that Google is including organic product listings.

Kasim:

then the question becomes, does the organic ranking change

Kasim:

because it's AI delivered?

Kasim:

And I don't think it does.

Kasim:

The AI interprets the query organic ranking in terms of how you would

Kasim:

determine what's relevant stays the same.

Kasim:

Which really ends up just being link building and content quality, right?

Kasim:

User engagement.

Kasim:

But it's the query what you ask for, what the AI thinks you're asking for.

Kasim:

There's that filter.

Kasim:

So it used to be you search for a phrase and your delivered results.

Kasim:

Now you search for phrase, AI interprets the phrase and the

Kasim:

interpretation delivers the results.

Kasim:

this becomes an exercise in preemptive interpretation from an SEO perspective,

Kasim:

which I think is going to.

Kasim:

I think it's gonna hurt

Kasim:

content quality in the beginning, cuz I think we're gonna get a lot

Kasim:

in the way of like keyword stuffing.

Kasim:

Basically people are gonna be able to trick.

Kasim:

The dumb AI until the dumb AI becomes the smart ai.

Kasim:

And the AI is right now, the dumb AI is pretty fricking smart as it is,

Kasim:

but you're gonna find those pockets.

Kasim:

it reminds me of Google's predictive search where when you start

Kasim:

typing, it gives you options.

Kasim:

I had a friend who found a way to game that and he would

Kasim:

charge people a ton of money.

Kasim:

It'd be like 50 grand, but for 50 grand when somebody started start searching.

Kasim:

he could have your business.

Kasim:

Like, where do I go to you know, file for a patent or whatever.

Kasim:

You could have your business name in those predictive searches.

Kasim:

As far as the ads are concerned, I'd be really interested to see if and when

Kasim:

Google starts to include paid placements inside of the AI generated content, the

Kasim:

delineation, of course would still exist.

Kasim:

It would just be more embedded, and I think I think that's when

Kasim:

ad placement starts to improve drastically and dramatically.

Kasim:

Couple of really interesting notes.

Kasim:

Where do you go to play with Sge?

Kasim:

The answer is you don't.

Kasim:

Google had a link that you could follow in order to opt in the link doesn't work.

Kasim:

and maybe I have the wrong link, I wanna play with Sge and I don't

Kasim:

know how to So if somebody knows how to do this, and maybe it's cuz

Kasim:

I'm in a paid Google Apps account.

Kasim:

I don't know if you played with sg or know how to what I'm doing wrong.

Kasim:

Let me know.

Kasim:

Number one, number two, check this out.

Kasim:

Google IO is May 10th.

Kasim:

Look at the stock.

Kasim:

that's an unbelievable spike.

Kasim:

It pisses me off a little bit actually, cuz you can tell it happened right

Kasim:

before Google made the announcement.

Kasim:

There was a little bit of insider trading there.

Kasim:

Obviously always.

Kasim:

this is really interesting.

Kasim:

I'm gonna include links to all of this in the description of the videos.

Kasim:

This is the death of so many things.

Kasim:

It's the death of search terms because it's, you know, AI

Kasim:

interpreted manual bidding.

Kasim:

Page rank at some point.

Kasim:

It's only a matter of time until the AI results are the only results, and I I

Kasim:

read an article earlier today that said Google wants you to forget about those

Kasim:

10 blue links, and I think that's true.

Kasim:

this will be really interesting.

Kasim:

I'd love to hear your thoughts too.

Kasim:

We can turn this into a discussion.

Kasim:

If you'll point me in the comments, like come and subscribe, I'll see you manana.

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