Search as we know it is changing... possibly forever. And there are three major contributing factors:
1. The nature of search is evolving. Previously you could only target people based on what they were searching for in the moment. Google has now accumulated sufficient user data that it can determine what else someone might be interested in based on hundreds of thousands of data points that we will never be able to see, much less comprehend.
2. The broad range of technology that the world refers to as "AI" has reached a high degree of product integration. Large language models (LLMs) and AI overviews have already embedded themselves in Google's machine learning algorithms so deeply that it's almost inconceivable that they can ever be separated.
3. In modern advertising landscape, brands are competing for attention like never before. Many of them are not offering anything novel or doing anything to distinguish themselves from competitors. And the people looking for products and services are using these new AI-based technologies to search for information in newer, faster ways including by moving off just search engines.
This means that search marketers (both paid and organic) will have to think up new ways to reduce friction in the discovery and buying journeys, reach audiences who might have a need for what they're selling, and make PPC advertising campaigns more effective by delivering what people want, and not necessarily in the exact moment that they're searching for it.
Watch Optmyzr CEO Frederick Vallaeys walk through the announcements from Google Marketing Live and share his take on what was fluff and what was meaningful, why those real announcements are going to shape how people search and advertise on Google, and how Optmyzr customers can expect our team to support them through this journey.
0:00 The best part of GML 2024 and where Google fell short
1:43 How Google will give advertisers new levels of control
2:58 The new post-click experience using augmented reality and generative AI
4:21 Added transparency for Performance Max and how Optmyzr will build on this
5:23 How to make Smart Bidding + Broad Match + Performance Max work with data
7:35 Why we'll believe some of this when we see it
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