Category: AI

TL:DR: Ads are starting to appear in Google’s AI Overviews/AI Mode and Microsoft Copilot, but only if your existing campaigns are optimized. Google requires Search, Performance Max, or Shopping with broad match/AI Max and smart bidding, while Microsoft favors Performance Max, Multimedia, Product, Search, and Vertical ads built from strong existing assets. The key: focus on smart bidding, high-quality visuals, and broad intent coverage so your ads are eligible as AI search grows.

AI is everywhere these days. It’s in the news, it’s powering the tools we use daily, and now it’s showing up right in our search results—whether through Google’s AI Overviews and AI Mode or Microsoft’s Copilot.

Getting your brand to appear organically in these new AI-powered search features is still a hot debate. There are some best practices floating around, but no one has fully cracked the code yet.

But what about ads? That’s where things get interesting. While there’s never a guarantee your ad will show (just like with traditional paid search, factors like bids, budget, targeting goals, and competition come into play), we do know the best practices that set you up for success.

Google AI Overviews and AI Mode

First off, let’s talk about Google.

The AI Overviews ads are definitely elusive. I was seeing them quite a bit, and now when I need one for a screenshot of this blog, I’ve had to rely on pulling from a Google deck, because I can’t get one to show up! And Google says they’re testing ads in AI Mode, but I have yet to see one IRL. Still, here’s what we know:

To show ads in Google AI Overviews or AI Mode, you need to be running one (or more) of these campaign types:

• Search
• Performance Max
• Shopping

But here’s the catch: it’s not enough to just run Search campaigns. To be eligible, you’ll need broad match keywords or AI Max for Search settings.

Why? Because AI Overviews and AI Mode focus on complex, informational searches, not just transactional ones. Broad match and AI Max open you up to intent-based queries, where Google’s AI can better align your ads with searcher needs.

Google puts it this way: “the system surfaces ads when there’s commercial intent detected and relevant ads in inventory.”

So basically, purely informational searches shouldn’t show your ads, but if the searchers show a hint of intent to buy, then you could show.

A key insight: we’ve been testing not excluding blogs in AI Max campaigns, and the results have been surprisingly strong. Blog traffic is converting, even directly to ecommerce purchases. (Look for another blog post in the near future on that!)

Best practices according to Google:

• Use smart bidding instead of manual bidding (you can’t run AI Max for Search without smart bidding).
• Make sure your website is up to date with high-quality images.
• Make sure landing pages have calls to action (especially true for blog pages).
• Exclude extraneous pages (shipping data, privacy policy, etc.).
• Make sure your shopping feeds are up to date and have high-quality images; include videos if you have them.

One last note: you can’t opt in or out of ads in AI Overviews or AI Mode. Reporting is limited, too. Google lumps these into “Top Ads” and doesn’t break them out further.

Microsoft Copilot

Now let’s switch gears to Microsoft.

Copilot is much easier to find ads in real life!

To show in Microsoft Copilot, you need to be using the following ad types:

• Multimedia ads
• Product ads (from Shopping or Performance Max campaigns)
• Search Ads (with logo or business logo automated extensions; that use Dynamic Search Ads, Responsive Search Ads, or PMax campaigns)
• Vertical Ads (Property Promotion or Tours and Activities)

According to Microsoft, Performance Max is the strongest bet since it uses images, headlines, and descriptions; all elements Copilot taps into. Ads with strong visuals, like Product Ads, Multimedia, and Vertical Ads, are also more likely to show.

While Microsoft hasn’t released a detailed best practices list, here’s what we know works:

• Use smart bidding (just like on Google).
• Opt into AI-powered assets for RSAs.
• Broader targeting helps, though Microsoft hasn’t said broad match is required.
• Keep using negative keywords, since they still apply in Copilot.

Unlike Google, Microsoft says ads in Copilot are solely generated from existing assets, not auto-generated copy like Google’s AI Max does. Still, like Google, Microsoft doesn’t give specific reporting for Copilot ads.

Final Thoughts

AI-powered search is only going to grow. As more people turn to AI Overviews, AI Mode, and Copilot, Google and Microsoft will absolutely want to monetize those spaces. Translation: we’ll see more ads there over time.

The good news? You don’t need to build brand-new campaigns to show up. The key is making sure your existing campaigns are optimized, with smart bidding, high-quality assets, and strong intent coverage, so you’re ready as these AI-powered experiences evolve.

TL;DR:
Google Ads AI Max is a new upgrade for Search campaigns that should be out to all accounts by the beginning of Q3. It uses AI to expand keyword matching, personalize ad copy, and send users to the best landing pages, while keeping you in control. At Google Marketing Live 2025, Google stated, you can expect up to 14% more conversions at similar CPA/ROAS with broad match keywords, 27% increase with exact and phrase match keywords. Here’s what AI Max is, how it works, and how to prepare.

What Is Google Ads AI Max, and Why Should You Care?

I, for one, am a big fan of AI. If you’ve ever wished for additional smarter signals in your Search campaigns, without losing control, AI Max could be the answer. But what exactly is it?

AI Max isn’t a new campaign type. Instead, it’s a one-click upgrade for your existing Search campaigns, designed to help you reach more high-intent users and boost conversions. Google’s latest AI works behind the scenes, but you still get the transparency and controls you need to protect your brand and budget.

Why Does This Matter?

The search landscape is shifting. As Google introduces more AI-powered experiences, like AI Overviews and AI Mode, advertisers need smarter tools to stay visible and competitive. AI Max is Google’s way of bridging the gap between manual keyword management and full automation.

How Does AI Max Work?

Let’s break down the core features you’ll actually use:

• Smarter Search Term Matching:
  AI Max goes beyond your keyword list by using Google’s AI to analyze multiple signals and expand your reach to more relevant queries. Here’s how:
  • Landing page content: AI Max scans your landing pages to understand your products, services, and site themes, identifying new keyword opportunities that align with what you actually offer.
  • Ad assets: The system reviews your existing headlines, descriptions, and other ad assets to find related terms and messaging that resonate with your audience.
  • Current keywords: AI Max uses your existing keyword list as a foundation, but enhances it with broad match and keywordless technology to capture high-intent searches you might otherwise miss.

This multi-layered approach means your ads can appear for more relevant, long-tail, and conversational queries, driving more qualified traffic, not just more impressions.

• Dynamic Text Customization:
  Your ad copy is automatically tailored using your landing pages, ads, and keywords. AI Max generates headlines and descriptions in real time, ensuring your ads remain relevant and engaging, no more stale, repetitive headlines.
• Final URL Expansion:
  Why send everyone to the same page? AI Max can direct users to the most relevant landing page on your site, boosting your chances of conversion. You can still exclude URLs to keep control over where your traffic lands.

By leveraging all of these signals, especially the content on your landing pages, AI Max helps you reach new, high-intent customers and adapt quickly to changing search trends, all while maintaining control and transparency.

What Controls Do You Keep?

AI Max is designed to give you powerful automation while keeping you in the driver’s seat. Here’s how you can control your campaigns at both the campaign and ad group levels:

Campaign Level Controls

• Enable or Disable AI Max:
  Turn AI Max on or off for your entire Search campaign.
• Asset and URL Controls:
  Decide whether to use AI-generated ad copy and allow Final URL expansion, which automatically sends users to the most relevant landing page. You can also exclude specific URLs to maintain control over where your traffic lands.
• Brand Controls:
  Set up brand inclusions and exclusions to ensure your ads appear with the right partners and avoid unwanted associations.
• Negative Keywords:
  This function has not changed. Exclude irrelevant searches at the campaign level to keep your traffic focused.

Ad Group Level Controls

• Search Term Matching:
  Toggle search term matching on or off for each ad group. When enabled, AI Max expands your keywords using signals from your landing pages, ad assets, and existing keywords, helping you reach more relevant queries.
• Brand Inclusions:
  Refine your brand targeting at the ad group level. These settings override campaign-level brand inclusions for that specific ad group.
• Location of Interest:
  Target users based on their search intent for a specific location, not just where they are physically. (more on this below)
  • For example, if you have apartments in Chicago and add “Chicago” as a location of interest, your ads can show to people searching for apartments in Philadelphia—even if they aren’t physically there—but only if your campaign’s location setting is “Presence or Interest.”
  • If your campaign is set to “Presence” only, your ads will only show to people physically within your targeted area, regardless of location of interest settings.
• URL Inclusions:
  Specify which landing pages you want prioritized for that ad group.

Location of Interest Explained: Again, this is only an ad group-level setting when using AI Max. Your campaign’s location targeting always sets the boundaries for where your ads can show. “Location of interest” at the ad group level lets you reach users interested in your area, but only if your campaign is set to allow it. For local-only reach, use “Presence.” For broader reach—including people searching from outside your area—use “Presence or Interest.”

AI Max is about smarter automation, not a black box. You stay in the driver’s seat.

What Kind of Results Can You Expect?

Google’s early data shows promising gains:

• 14% more conversions or conversion value at similar CPA/ROAS for campaigns opted into broad match.
• Up to 27% improvement for campaigns that relied only on exact and/or phrase match keywords.

Of course, your mileage may vary. Results depend on your industry, audience, and current setup. But the direction is clear: AI Max is built to drive better outcomes.

How Should You Prepare Before Turning on AI Max?

Getting ready is simple, but important:

• Review your campaign structure. Are your ad groups and keywords organized?
• Optimize your landing pages. Make sure they’re relevant and conversion-focused.
• Set up exclusions. Add brand and URL exclusions to guide traffic.
• Monitor search term reports. Look for new opportunities and filter out noise.

Proactive prep now means a smoother transition and faster results when AI Max rolls out.

FAQs: What Advertisers Are Asking

Is AI Max a new campaign type?
No. It’s an upgrade for existing Search campaigns, not a separate type.

Can I control which URLs users land on?
Yes. You can exclude URLs and direct traffic as needed.

Will I lose control over my keywords?
No. Negative keywords and search term reports are still available.

When will AI Max be available?
The global rollout is expected to be complete in early Q3 2025. Some advertisers can enable it now.

Key Takeaway

AI Max is Google’s answer to the evolving search landscape, giving you the automation you want, with the control you need. By preparing now, you’ll be ready to capture more conversions, reach new audiences, and keep your campaigns competitive as search continues to evolve. With features like smarter keyword matching, dynamic ad copy, and enhanced landing page selection, AI Max bridges the gap between manual management and full automation. Take the time to review your campaign structure, optimize your landing pages, and set up exclusions so you can make the most of this new upgrade from day one. Embracing these changes now puts you in the best position to succeed as Google’s AI-driven future takes shape.

Stay tuned for a post in the not-too-distant future, where we’ll share real-world results from our own AI Max tests.

AI and automation have become deeply integrated into Google Merchant Center Next. Features like automatic data extraction, auto-updated pricing, and image enhancements through Product Studio are making it easier than ever to manage listings. But that doesn’t mean manual feed optimization is obsolete – far from it.

This is the third and final post in a three-part series on maximizing your Google Shopping performance. In Part 1: Optimizing Google Shopping Listings with Supplemental Sources, we explored how supplemental sources can enhance product visibility. In Part 2: Setting Up Supplemental Feeds in Google Merchant Center Next, we walked through how to properly structure and implement those feeds. Now, in Part 3, we turn our focus to AI-driven feed optimizations – and why staying proactive still matters.

Here are some reasons why spending the time to optimize your feed properly and not relying on AI to improve your feeds is still important;

• Automation levels the playing field: Google’s tools now help most merchants maintain “good enough” listings. Features like automatic price syncing and image improvements reduce errors, but they also make it harder to stand out since everyone has access to them.
• AI handles the basics, not the strategy: Automated updates fix generic issues. They won’t write compelling descriptions, emphasize key differentiators, or target specific long-tail queries. You still need to tailor your content.
• No competitive advantage in “default” feeds: If everyone relies on AI alone, no one gets ahead. Custom titles, unique product highlights, and niche attributes are what give you an edge.
• Feed data fuels automation performance: Campaigns like Shopping and  Performance Max rely heavily on the data in your feed to match queries and generate ad creative. A richer, more complete feed gives those systems more to work with.
• Customer expectations are rising: As AI improves average feed quality, the bar is higher. Shoppers now expect high-resolution images, detailed specs, and complete product info by default.
• Manual optimization adds your human touch: A supplemental feed can include unique signals AI can’t infer –like compatibility notes or seasonal custom labels – that can trigger higher-quality clicks.
  

Bottom line: Let AI handle the maintenance, but use supplemental feeds and feed rules to go beyond the baseline. The merchants who take control of their data will continue to outperform those who let automation run on autopilot.

Pro tip: Check the “Opportunities” or “Needs Attention” sections in GMC Next regularly. These are AI-driven suggestions that highlight quick wins like adding missing GTINs or improving titles. Treat them as a to-do list for ongoing feed improvements.

Hidden Gem: Underutilized Feed Attributes That Can Boost Performance

Many optional product feed fields go unused, but they can have a major impact on visibility and conversions. Supplemental feeds make it easy to fill in these gaps without touching your primary feed. Here are the ones worth prioritizing:

• Additional Image Links (additional_image_link)
  • Add up to 10 extra images showing alternate angles, close-ups, or lifestyle shots. More visuals = more shopper confidence. Separate them with commas.
• Product Highlights (product_highlight)
  • Short, bulleted features that show under “About this item” (e.g., “2-year warranty”). Great for quick info and better engagement.
• Product Details (product_detail)
  • Structured specs like battery life or dimensions are especially useful for electronics or technical items.
• Lifestyle Images (lifestyle_image_link)
  • Show products in context (e.g., clothing on models, furniture in a room). These are newer fields often overlooked, but great for free listings.
• Size Attributes (size_type, size_system)
  • Crucial for apparel. Help Google match your listings to size-based filters like “plus size” or “UK sizing.
• Material & Pattern (material, pattern)
  • Improves matching for searches like “leather bag” or “striped sweater.” Also adds trust and clarity for users.
• Custom Labels (custom_label_0–4)
  • Tag products with campaign-specific values like “Seasonal” or “HighMargin.” Useful for segmenting in Shopping or Performance Max campaigns.
• Promotion ID (promotion_id)
  • Attach products to active promos for callouts like “Special Offer.” Boosts CTR but is often underused.
• Shipping Details (shipping_weight, shipping_length, etc.)
  • Helps Google calculate shipping accurately, especially important if using carrier rates or selling oversized items.
• Availability Date (availability_date)
  • Use for pre-orders or restocks to inform customers when an item will be available.
• Unit Pricing (unit_pricing_measure)
  • For groceries or bulk items, show the cost per unit (e.g., “$0.50 per 100g”). Required in some countries, and useful in many.
• Product Categorization
  • Provide a detailed google_product_category to help with targeting and filtering. Google can auto-categorize the google_product_category, but your input may improve performance. Here are all of the acceptable Google product categories. 
  • Segment your site hierarchy using product_type. Product type has become more important to Google than google_product_category to help give Google signals about what your products are. Google’s best practices are five levels of product types but at least three is the minimum you should have.

Best Practice: Don’t try to use every attribute – just the ones relevant to your catalog. Use supplemental feeds to fill in what’s missing without altering your main data source.

Pro Tip: Check Merchant Center’s “Diagnostics” for suggested improvements (e.g., “Missing GTIN”). These aren’t errors, but optimizing them can boost visibility.

What a Fully Optimized Google Shopping Listing Looks Like

A fully optimized Shopping listing – whether paid or organic – includes rich, complete data that helps Google match your products with the right searches and helps shoppers convert. Here’s what a high-performing listing should contain:

The Core (*Required*) Information

• ID: A unique identifier specific to each product variant.
• Title: Clear, keyword-rich, includes brand, product type, model, color, and variant.
• Description: Relevant, informative, and keyword-supported.
• Image: High-quality (800×800+), no watermarks, with a clean or transparent background.
• Price & Availability: Accurate and synced with your site.
• Brand & Identifiers: GTIN, MPN, and brand filled out correctly.

Enhanced Attributes & Media

• Variant Data: Include all relevant fields like gender, age_group, size, size_type, color, material, pattern, etc.
• Multiple Images: Showcase angles, details, and lifestyle shots using additional_image_link and lifestyle_image_link.
• Product Highlights: Use concise bullet points to highlight top features or benefits.
• Product Details: Include structured specs for categories like electronics, appliances, or tech.
• Category Info: google_product_category and product_type.

Promotional Elements

• Sale Pricing: Include both price and sale_price when applicable.
• Promotion ID: Connect with Merchant Promotions for special offer badges.
• Custom Labels: Useful for campaign structuring (e.g., “BestSeller”, “Clearance”).

An Example of a Fully-Fleshed Out Product Listing

Let’s say you’re selling a popular running shoe. A fully optimized listing might look like this:

Feed Attributes

• id: D2722-007-10
• title: Nike Air Zoom Pegasus 41 | Men’s Road Running Shoes – Blue/White – Men’s Size 10
• description: The Nike Air Zoom Pegasus 39 offers a perfect blend of lightweight comfort and responsive cushioning, designed for everyday runners. Featuring a mesh upper for breathability and ZoomX foam for energy return, this versatile shoe helps you log miles in style.
• brand: Nike
• product_type: Apparel > Footwear > Men’s Footwear > Running Shoes > Road Running Shoes 
• google_product_category: 187 or Apparel & Accessories > Shoes
• gender: Male
• age_group: Adult
• color: Black/White/Dusty Cactus
• size: 10
• size_system: US
• size_type: regular
• material: Mesh upper
• pattern: solid
• GTIN: 0019315012297
• MPN: FD2722-007
• availability: in stock
• condition: new
• price: $140.00
• sale_price: $112.97
• promotion_id: nike19off
• shipping_label: Member Free Shipping Over $50
• custom_label_0: Spring Collection
• custom_label_1: Style:FD2722-007
• custom_label_2: Men’s Running Shoes
• custom_label_3: Over $100
• custom_label_4: Pegasus Collection
• shipping_weight: 2.1 lb
• shipping_length: 13 in
• shipping_width: 8 in
• shipping_height: 5 in
• unit_pricing_measure: 1 pair
• unit_pricing_base_measure: 1 pair
• link: https://www.nike.com/t/pegasus-41-mens-road-running-shoes-R6tpoXaD/FD2722-007
• image_link: https://static.nike.com/a/images/t_PDP_1280_v1/f_auto,q_auto:eco/pegasus-41-mens-road-running-shoes-FD2722-007.jpg
• additional_image_link: https://static.nike.com/a/images/t_PDP_1280_v1/f_auto,q_auto:eco/pegasus-41-side-view.jpg, https://static.nike.com/a/images/t_PDP_1280_v1/f_auto,q_auto:eco/pegasus-41-sole.jpg, https://static.nike.com/a/images/t_PDP_1280_v1/f_auto,q_auto:eco/pegasus-41-in-use.jpg
• product_highlights: Lightweight breathable mesh upper, Responsive ZoomX foam cushioning, Ideal for road and treadmill running, Plush collar and tongue for a secure fit
• product_detail: Heel-to-Toe Drop: 10 mm, Weight: Approximately 297 g (Men’s US 10), Fit: MR-10 Last – consistent fit as Pegasus 40, Sustainability: ReactX foam engineered to reduce carbon footprint by at least 43% compared to prior React foam

Key Takeaway:
The more relevant, accurate, and enriched your product data is, the more likely it is that your listing will appear in competitive searches and drive conversions. Use supplemental feeds to fill in gaps and maintain control over every detail. In a marketplace where automation is leveling the playing field, fully optimized data is your differentiator.

Embrace Supplemental Feeds for Success in 2025

In the rapidly evolving world of e-commerce, one thing remains constant: data quality is king. Google Merchant Center Next may have a new look and fancy AI enhancements, but it’s the merchants who take control of their product data that truly excel. Supplemental feeds are your secret weapon to do just that – to refine, enrich, and perfect your Google Shopping listings in ways that set you apart from the competition.

This wraps up our three-part series on mastering product data in Google Merchant Center Next. In Part 1, we explored how supplemental sources can boost your listing quality. In Part 2, we broke down how to set up and manage supplemental feeds effectively within the updated interface. And now in Part 3, we’ve looked at how AI-driven enhancements fit into the picture – and why your hands-on attention still plays a critical role.

Together, these strategies give you a roadmap for maximizing visibility, accuracy, and performance across your Shopping campaigns. As Google continues to evolve its Merchant Center platform, staying informed and proactive will keep your listings ahead of the competition.

Action items moving forward: Audit your current product feed and identify gaps or opportunities.

• Are there missing attributes you could add via a supplemental feed?
• Could your titles or descriptions be improved?
• Is there a promotion or seasonal campaign coming up that a supplemental feed could help execute?

Enable the advanced feed features in Merchant Center Next and start experimenting. Even a small test, like adding a supplemental feed with product highlights for a subset of products, can yield measurable improvements in click-through or conversion rates.

By embracing supplemental feeds and comprehensive feed management, you’re investing in the foundation of your Shopping campaigns. In 2025 and beyond, as competition intensifies and automation becomes ubiquitous, the quality of your product data is one of the few levers you fully control. Make it count. Your diligence in feed optimization will pay off with more impressions, more clicks, and ultimately more sales. Happy feed optimizing!

If you’ve been in the paid search game since Ask Jeeves, or when people would ask, “what is PPC?”, you know that Google loves to keep digital marketers on our toes. Just when we think we’ve discovered the Holy Grail of strategies, they change the rules again—and again. This time, it’s AI overviews (AIOs), Google’s latest curveball that’s shifting search behavior faster than Extensions became Assets!

AIOs are giving users instant answers while pushing both organic listings and paid ads further down the search engine results page (SERP). What does this mean for advertisers? The short answer is: headaches. The long answer is to keep reading because it depends on many variables.

What the Heck Are Google AI Overviews?

Google’s AI Overviews are AI-generated summaries that pop up at the top of search results, grabbing info from multiple sources across the internet and compiling them into a neat “overview” at the top of the SERP so users don’t have to click through to actual websites. Think CliffsNotes for the internet. They include some great information, but be careful, they may not always tell the whole, factual story.

This “simplification” of search via AIOs is great for users looking to find answers to their questions quickly—but for advertisers, it’s less than stellar. These AI-driven responses are already showing up in 20%+ of searches, slashing click-through rates (CTR) and making paid search life very “meh.” Imagine showing up to a game only to realize the rules changed overnight, and this time, Google won’t even let you play—yeah, it’s kind of like that.

Who’s Getting Hit the Hardest?

Not all industries are feeling the same level of disruption. According to research from Rich Sanger and Authoritas, as well as seoClarity, these industries are taking the biggest hits:

Publishers & Blogs

AIOs love answering questions, which means blogs, travel sites, and recipe sites are hemorrhaging traffic. I recently asked Google to give me ideas for a Peanuts-themed birthday party, and instead of showing me a few blogs and sites with fun printables, AIOs gave me a complete itinerary for the party. I was shown a full outline with decoration ideas, fun activities, a Peanuts-themed menu that included snacks and drinks, and where to find supplies for each. AIOs even suggested locations to throw the party that were specific to the area where I live. Sorry, popular craft bloggers with independent sites that depend on ad clicks for revenue, I’ve got everything I need.

Healthcare & Medical (Paging Dr. AI…Emergency, Emergency)

Have you been Googling your symptoms? Of course you have, we all do. AIOs now give you instant answers, so there go the clicks to WebMD and the advertisers who rely on them. Your doom-scrolling into the depths of a health-crisis rabbit hole just got a little less intense.

Finance & Legal (Good Luck Standing Out)

AIOs quickly answer tax, loan, and legal questions, making the paid ads below easy to skip. Users get what they need without clicking, which is bad news if you rely on search ads to gain clients.

eCommerce & Retail (Not Doomed…Yet)

Product searches like “buy a dog leash” are still relatively safe, but Google is currently testing AI-powered shopping results. Basically, enjoy the calm before the storm.

Home Improvement & DIY (Step-By-Step with AI)

Search “fix a leaky faucet,” and Google might show you a step-by-step guide instead of an ad for a professional plumber. The next thing you know, you’re flooding your kitchen, but you’re still convinced you’re on your way to unlocking a new life skill.

How AI Overviews Impact Paid Search

• Lower CTRs: Users get answers without clicking (called zero-click searches). While there is value to zero-click searches in search engine optimization (SEO), not so much for PPC.
• Higher costs-per-click (CPCs): More competition for the few remaining clicks turns search auctions into an old school eBay bidding war.
• Keyword Strategy Shift: AI Overviews favor context over keywords, making long-tail queries and human-written content more valuable than ever.
• Branded & Awareness Campaigns: AI pulls from “authoritative sources,” so brand recognition is now your VIP pass.
• New Ad Formats: Google is already testing sponsored results inside AI Overviews— because, let’s be honest, where there’s a will, there’s a way. Want to have a piece of that cake? If you are in the US and have Shopping or Performance Max campaigns, you’re automatically opted in on mobile devices. If you want to opt out or review data on your ads’ performance, the jury is still out on that. 

Five Ways to Survive & Possibly Even Thrive

1. Find the Gaps AI Can’t Fill

Long-tail, intent-driven queries still bring in clicks. I often find great long-tail keyword variations of my keywords when I review search terms. I’d suggest starting there, since you will also have some data to analyze.

2. Lean Into Google’s Own AI Tools

Embrace the chaos and let Google’s AI work for you. Being able to adapt in these fast-changing times is key in this industry. Try your hand at Performance Max campaigns, Smart Bidding, or AI ad creation tools. 

3. Build a Stronger Brand Presence

Since AIOs favor authority, become the authority. Focus on branding, thought leadership, and content that establishes you as the go-to expert in your field. Google has always favored experience, expertise, authoritativeness, and trustworthiness (E-E-A-T) in SEO, and that methodology has now crossed over to PPC.

4. Go Beyond Search Ads

With organic and paid search shifting, it’s advisable to allocate some of your digital marketing budget to Display, Video, Demand Gen, or Shopping campaigns. Diversifying your marketing portfolio during this uncertain time is crucial to long-term success. Multiple eggs in many different baskets, just in case one basket falls.

5. Test, Adapt, Repeat

Google is still fine-tuning AIOs, so keep an eye on performance metrics and adjust as needed. Think of it like having a spare tire in your trunk. It’s always good to be prepared just in case.

The Bottom Line

AI overviews are flipping search marketing on its head, but it’s not the first time Google has made life harder for advertisers—looking at you, exact match “close variants.” Stay sharp, test often, and remember that survival in paid search is about adaptation and evolution.

And hey, at least we’re not explaining what PPC stands for anymore, right?

We previously shared part one of this series about AI agents and online advertising, The AI Shopping Agents Are Coming. Let’s now look more closely at what kind of ads might draw more agentic AI interest than human interest. Here are three examples below:

1. Highly Detailed Technical Specification Ad for Running Shoes:

Content: This ad would focus on providing comprehensive technical specifications, materials, and quantifiable performance metrics of a running shoe, with minimal focus on emotional appeals or creative visuals.

Example: Imagine an ad for a running shoe that includes information like: “Midsole Material: EVA Foam, Outsole Material: Carbon Rubber, Heel-to-Toe Drop: 10mm, Weight: 9.8 oz, Cushioning: High, Price: $160, Best for: Road Running.”

Why it attracts AI agents: As we discussed, agentic AI prioritizes efficiency and user-specific preferences over emotional appeal. AI agents are designed to quickly analyze and parse detailed data. An ad that is heavy on the kind of precise information that an AI agent can easily evaluate is more likely to be noticed by that agent than an ad with more generalized information. A human might find this ad overwhelming, while an AI agent would see the technical details as essential data for decision-making. AI agents are also goal-oriented and can quickly determine if the specifications meet the needs of a user who has specified road running shoes.

2.  Real-Time Price Comparison and Inventory Ad for Running Shoes:

Content: This ad would continuously update pricing and availability, displaying real-time inventory levels and price fluctuations for a specific running shoe.

Example: An ad for a particular brand of running shoes that includes “Price: $129.99, Inventory: 23 in stock (size 9), Price last updated: 11:15 AM PST, Price decreased 1% in last hour, Free Shipping.”

Why it attracts AI agents: AI agents are programmed to seek the best deals and make decisions based on real-time data. They are constantly looking for opportunities to optimize their choices, which they can do with this kind of ad. The real-time aspect of the ad would appeal to an agent looking for the best available deal at the moment it’s searching. This type of ad might also attract a human’s attention, but an agent would be more likely to continuously monitor and use this kind of information to make its decision.

3. Metadata-Rich Product Feed Ad for Running Shoes:

Content: This ad would emphasize metadata and structured data about a running shoe, designed to be easily parsed by AI agents. The ad would include tags, categories, and structured data related to product features, user profiles, and specifications.

Example: An ad for a running shoe might say, “Category: Running Shoes, Activity: Road Running, Cushioning: High, Arch Support: Neutral, Shoe Width: Standard, Brand: {Example Brand}, Material: Mesh Upper, Best for: Daily Training, Price $135.99“

Why it attracts AI agents: Agentic AI needs to be able to parse and analyze data to understand product features and specifications effectively. An ad that provides structured data in a machine-readable format would be ideal for an AI agent. This type of ad would be less likely to appeal to humans, who tend to prefer more engaging and visual ads. However, an AI agent would see the value in the structured data for efficient decision-making and could analyze that data in a way that a human would not. The agent also prioritizes functionality over emotional appeal, so an ad that gets straight to the specifications will be more likely to interest an AI agent.

AI’s Impact on Online Advertising

So, what does this all mean for online advertisers? Will businesses need to evolve their SEM ad strategies to effectively engage both AI agents and human users? Here are some points to consider for each:

For AI Agents:

• Prioritize Data-Rich Content: Ensure your product feeds are detailed, accurate, and easily readable by AI. This includes comprehensive metadata, pricing, and product specifications.
• Focus on Functionality: Highlight practical aspects such as competitive pricing, product reviews, and technical specifications.
• Ensure Competitive Pricing: AI agents prioritize cost-effectiveness, so make sure your pricing is competitive.
• Strong Product Visibility: Optimize product listings for easy discovery by AI agents, and be sure to use clear, straightforward keywords and categories.

For Human Users:

• Maintain Emotional Appeal: While AI agents prioritize data, humans still respond to emotional and brand-related content. Design creative and engaging ads for the human element.
• Focus on User Experience: Ensure that landing pages are user-friendly and provide a seamless experience.
• Leverage Retargeting: Consider how to engage users across different platforms, as AI agents may not be able to cover all touchpoints.
• Transparency and Authenticity: Communicate clearly about your product or service, ensuring that there are no misleading claims or information.

General Strategies to Consider:

• Implement Robust Systems for Bot Detection: Invest in tools that can differentiate between genuine consumer engagement and bot traffic, allowing for more accurate campaign assessment.
• Prepare for Multimodal Advertising: As AI agents gain the ability to interpret visuals, update your website images and Ads with high-quality images and videos.
• Adapt to Metadata-Driven Advertising: Focus on providing detailed product and service metadata, which may be more important than traditional advertising copy.
• Stay Updated: Keep a close eye on new developments in agentic AI and adjust strategies accordingly.

The Road Ahead

The transition to agentic AI is going to be a continuous process. Businesses must embrace a culture of learning and experimentation, piloting new strategies and iterating quickly. The future of online ads is being redefined by AI. Brands that prioritize both the algorithmic demands of AI agents and the emotional needs of human consumers may be best positioned for success in this new era of advertising. This requires a strategic shift that focuses on data-rich content, user-specific preferences, and a willingness to embrace change, which is key for navigating this new terrain.

Yes, this is a bit speculative, but all I’m saying is keep your eyes wide open and your ears perked up. To paraphrase the AI Marketing School about the growth of agentic AI, “This is going to be massive.”