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And What You Should Do
We’ve talked a lot about how AI-powered search is reshaping organic traffic... reducing click-through rates, prioritizing AI-generated summaries, and shifting how users interact with search results. But now, it’s time to talk about something equally important: how AI search is changing PPC advertising and what businesses need to do to keep up.
If your pay-per-click (PPC) strategy hasn’t been updated to account for AI-driven search, you’re already behind. It’s like trying to win a race in a Yugo while your competitors are speeding by in Mustangs. Let’s break down how AI is shaking up the PPC model and what you need to do to adapt.
PPC used to be simple: bid on the right keywords, optimize ad copy, and drive traffic to your site. But with AI search assistants like Google’s Search Generative Experience (SGE), ChatGPT, and Alexa+, the game has changed. AI now processes and summarizes information before serving it to users - reducing the number of searches that actually lead to clicks.
Here’s how AI search is impacting PPC campaigns:
If you’re running PPC ads like it’s still 2018, it’s time for a major refresh.
AI search isn’t just about answering questions. It’s about understanding intent. Traditional PPC was keyword-based, meaning advertisers bid on specific words and phrases. But AI-powered search engines are now shifting towards intent-based targeting, which means:
For advertisers, this means you can’t just rely on traditional keyword-bidding strategies. You need to think about the actual questions and problems your target audience is trying to solve.
If you want to stay ahead of AI-powered search and make PPC work in this new era, here’s what to do next:
AI-powered search is transforming digital marketing, and PPC is no exception. Businesses that fail to adjust their ad strategies will find themselves paying more for less visibility while those who embrace AI-driven changes will see better placements, lower costs, and higher conversions.
Think of it this way: AI search is like the self-checkout lane of the internet: fast, efficient, and skipping past anything that slows it down. If your PPC strategy isn’t optimized for this new world, your ads could be the equivalent of that lonely, unscanned grocery item waiting for assistance.
Next Up: In Part 2, we’ll dive into why traditional PPC strategies aren’t enough anymore and what new tactics you should be using to stay competitive. Stay tuned!
Our team can help you optimize your strategy to stay ahead.
AI search has left many marketers wondering how to adjust their PPC strategies. Here are some of the most common questions businesses have about PPC in an AI-driven world - and the answers you need to stay ahead.
AI-generated search results provide direct answers, reducing the number of searches that lead to ad clicks. This means businesses need to optimize for AI-driven ad placements and conversational search queries.
Yes, but keyword strategy is evolving. AI favors intent-driven and question-based searches, so focusing on long-tail keywords and structured data is now more important than ever.
AI-powered bidding strategies like Smart Bidding and Target ROAS are already outperforming manual bidding in many cases. However, human oversight is still essential to refine strategy and adjust for business goals.
Use structured data, conversational ad copy, and AI-driven bidding strategies to improve ad visibility. Also, ensure landing pages provide direct, valuable answers to user queries.
Absolutely! PPC isn’t going anywhere - it’s just evolving. The key is to adapt your strategy to align with AI-driven search trends to maintain visibility and conversions.
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