In an era where AI technology is playing an increasingly important role in every industry, the digital marketing sector is no exception. This is especially true as Google has launched Search Generative Experience (SGE), which has the potential to revolutionize (PPC) Pay-Per-Click marketing like never before. This article will introduce you to SGE and the potential impact it may have on PPC marketing in the future.
What is SGE and why is it important?
SGE, or Search Generative Experience, is Google’s technology that uses AI to generate answers directly on the Search Result page. By using Large Language Model: LLM or large language models that Google calls PaLM2 along with MUM, instead of displaying only the top 10 links like traditional search results, it means that users may get the answers they need immediately, whether it be text, images, or videos, without having to click on any websites at all. This is considered one of the forms of AI Marketing and may have a significant impact on traffic and website visits.
The impact of SGE on PPC
- Ad display: Ads will appear both above and below the SGE results, but the position may change when it is officially launched. Therefore, it is necessary to monitor and adjust ad placement to ensure that our target audience can still see our ads.
- Click-through rate (CTR): It is expected that SGE will have a significant impact on CTR (Click-Through-Rate), which is the number of users who click on websites. The number of users who click on websites may decrease significantly because if SGE is fully implemented, Google may start to prioritize other metrics such as CPA (Cost-Per-Action) and ROAS (Return On Ad Spend) instead. Marketers may need to change some metrics in measuring the performance of Ad Campaigns.
- Changes in Keyword Research: In the future, there may be changes in how Keyword Research is done, focusing on using keywords to create content that meets the needs of users rather than choosing specific keywords.
- Ad copywriting: Marketers need to change the way they write Ad Copy to fit the conversational format of SGE. Ad copy may need to be more natural and able to answer questions or provide information related to the context of the conversation between the user and SGE.
What is AI Marketing and how will PPC AI play a role?
Those in the digital marketing sector should know that AI Marketing is the use of AI technology in marketing, including data analysis, content creation, and campaign optimization. In terms of PPC AI, we may see the use of AI to automatically optimize PPC campaigns, such as editing ad copy, bidding, and selecting campaign target audiences.
SEO vs SEM vs PPC in the era of SGE
It is undeniable that the arrival of AI like SGE may affect the digital marketing landscape broadly, including Search Engine Optimization, Search Engine Marketing, and Pay-Per-Click Marketing. It may require marketers to adapt greatly, such as:
Marketers may need to develop skills covering all three areas or have a well-equipped team to create a digital marketing strategy that is most effective when Search Generative Experience becomes the primary choice for information searching.
SGE Ads: New Opportunities and Challenges
SGE Ads, or ads displayed in the SGE system, may have a different format from traditional PPC ads, such as:
- SGE Ads may focus on providing information rather than selling products or services directly. Ads may need to resemble informative content or answer the questions of users who are searching for information.
- Ad content needs to be more relevant to the context of the conversation. It may need to change the content according to the direction of the conversation between the user and SGE on that topic.
- There may be a combination of text and images or videos to provide complete and interesting information to users.
- There may need to be adjustments to the advertising cost calculation method because the previous measurement methods may not be consistent with the behavior of SGE users.
How should marketers and brands prepare for SGE?
1. Develop new skills
PPC marketers should start developing other skills such as video creation, copywriting, and integrated marketing strategy. In addition, they should study AI and Machine Learning to understand how SGE works and be able to use AI effectively in advertising.
2. Focus on creating high-quality content
Content that meets the needs of users will become more important in the SGE era. Marketers should focus on creating valuable content, providing complete information, and answering user questions directly.
3. Monitor changes closely
Currently, Google SGE is still in the experimental and development phase. Therefore, monitoring changes and adapting will be key to success. Marketers should closely follow news and updates from Google and adjust their strategies when necessary.
4. Prepare for collaboration between SEO and PPC
Collaboration between SEO and PPC teams will become more important in creating a seamless search experience for users. Brands should encourage the exchange of information and knowledge between the two teams to create a comprehensive and effective strategy.
5. Experiment and measure
When SGE is officially launched, experimenting with various strategies and continuously measuring results will help brands adapt effectively. Marketers should be prepared to test A/B Testing and analyze results in detail to find the best way to do PPC in the SGE era.
6. Focus on brand building
Brand building may become more important because users who search through SGE may not see the brand’s website directly. Building brand awareness and credibility through quality ads and content will be key to attracting customers.
7. Develop a deep understanding of consumer behavior
With SGE potentially changing the way users search for information, marketers need to deeply understand consumer behavior. Market research and user data analysis will be more important in designing effective PPC strategies.
Conclusion
The arrival of Google SGE may be a turning point in the PPC Marketing industry. Although the changes may not happen immediately, marketers should start preparing for them today. Developing new skills, adjusting content creation strategies, and closely monitoring changes will be key to success in the era of SGE, a major player in the search engine world.
Ultimately, SGE is not the end of PPC Marketing. It may bring new challenges and open up opportunities to improve and refine digital marketing methods. Marketers who can adapt and leverage this AI technology skillfully will be at a competitive advantage and be able to create good results for businesses in the long run.
About Relevant Audience
We are Relevant Audience, a Digital Performance Marketing Agency specializing in SEO and one of the Digital Agency offering comprehensive digital marketing services to support businesses in reaching their target audience at the right time, place, and device (Right Time, Right Place, Right Device).
Our services cover everything from SEO services, Search Marketing, Social Media Ads, Search Ads to Influencer Marketing, and we are also a SEO Company that is a Google Partner. Our team consists of experts in each field, ready to provide advice and find solutions that meet business needs.
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