October was a busy month for Google. From finalizing the August 2024 Core Update rollout to launching multiple new AI-driven features across Google products, businesses of all industries and sizes need to catch up on all the new digital marketing opportunities they can try on Google platforms soon.
1. AI-Organized Search Result Pages
In an effort to provide users with more personalized and diverse results, Google is rolling out AI-organized search result pages in the US. These pages will be compiled with a combination of various paid and organic content types, such as articles, FAQs, videos, shopping products, recipes, Google Map listings and more. According to the official announcement, this update will start with recipes and meal inspiration on the mobile experience. Subsequent announcements will be made about which additional layout changes are coming next.
It’s currently unclear how the new AI-organized search pages will affect search engine optimization (SEO) and ad visibility. Leading digital marketing experts believe new content formats on the Google search results pages will likely lead to the need for an all new content strategy for better visibility on search results. It’s important to remain agile in the coming months as these features continue to roll-out. Your approach to SEO and how you present your content may change but the need for well-crafted content will stay the same. The goal of your content strategy should remain to provide keyword-rich relevant, informative content that your target audience is searching for.
2. AI Overview Ad Placement
The AI Overview section in Google search results launched in May 2024. It’s placed at the very top of the search results page on both desktop and mobile devices. Many digital marketers expressed concern as paid search ads — and subsequently organic search results — got pushed further down the page. Google has finally addressed this concern by adding additional paid search ad placements inside the AI Overview section. Once again, Google is prioritizing the mobile experience, as this new feature is rolling out on mobile devices first. Desktop AI Overview ads will likely follow soon. Google search advertisers who are using Shopping, Performance Max or AI-powered Search campaigns are eligible to start showing ads in AI Overviews. Utilizing these campaign types will provide advertisers with opportunities to appear above the traditional campaign types.
3. AI Shopping Ads in Google Lens
Just in time for the busy ecommerce holiday season, Google announced a new shopping ads placement in Google Lens results. Launched in 2017, Google Lens is an advanced image recognition technology designed to enhance how users use photo and video to discover information online. It utilizes machine learning and artificial intelligence to analyze images captured by a device’s camera and provide relevant information or actions based on what it identifies. Google Lens is available through Google devices, Google Assistant or the Google Photos app. Now users will see paid shopping ads that will show detailed information such as product name, price comparisons, product reviews, where to buy, and more in real-time. This new shopping ad placement provides advertisers with more opportunities to gain visibility in a non-traditional search environment.
What This Means for Your Business
As the world’s largest technology companies push for more AI-driven tools and features, the user experience and expectations will rapidly evolve. It’s too early to tell how all these new features will change the standard approach to SEO or paid search ad strategy. Now is the perfect time to take a deep-dive into your marketing performance analytics to identify long-term trends that you can monitor as these new features continue to rollout. If you’re not currently utilizing A/B testing already, you should start testing and comparing different paid ad methods such as ad placements, and targets. No matter how many new AI updates are announced, you still need to focus on a high-quality content strategy that will deliver relevant and informational answers to questions your audience is searching for.
Katava Marketing is a full-service marketing agency that provides expert marketing strategy and support to businesses of all sizes. We are devoted to helping you deliver high-quality digital marketing to your customers that will drive results. We pay attention to the latest Google updates so you don’t have to. If you need help navigating Google’s latest updates, contact us today at (973) 998-8008 or fill out this form to get started.
