Google reveals its plans for advertising at the AI Mode: this will be the future of search engine advertisements
Google continues to work on the evolution of its search engine from Ai mode (AI mode)which is already available in some key markets such as United States, United Kingdom and India. This new modality is a before and after in the way that users interact with information and, of course, how brands advertise.
Now, thanks to Google herself, we know a little more about how she poses that future of advertising in search engines.
Google's vision on AI Mode advertising
In some documents filtered by the adage, Google reminds the agencies that the AI Mode is not just a Chat of AI; It is a conversational search experience to generate complete, easy to understand and rich responses in context. Unlike traditional searches, where the results are a list of links, the AI Mode offers detailed responses that respond to longer and more complex consultations.
Google's first data indicate that users They are asking questions 2 to 3 times longer that conventional searches, demonstrating an intention to explore and deepen issues.
And of course, the big question for brands is how the ads will fit in this new dynamic. Google has been clear: The ads will continue to be a fundamental part of the experience, but its nature and function will change. Instead of being just a link, The announcement will be integrated as a relevant solution within the response generated by AI.
The announcement formats that Google has identified as a key to this transition are:
Text ads: They will be shown when the user's consultation has a clear purchase intention.
Shopping ads: Essential for consultations on products, integrating visually and directly into the response.
Max Performance Campaigns (PMAX): They will be the main tool, since its automated nature and its focus on conversion adapt perfectly to this search environment driven by AI.
In addition, Google identifies three key moments for brands in this new ecosystem:
Be part of the user exploration: Brands have the opportunity to appear in the initial stages of the purchase funnel, When the user is still investigating and exploring possibilities. AI can better predict intention, allowing advertisers to be part of that conversation.
Become the next logical step: Once the user's purchase intention becomes clear, the announcement must be the natural “next step.” For example, if a user asks about “the best running shoes”, the announcement of a sports footwear brand will be integrated as a relevant option for the purchase.
Connect with new unbelievable intentions: Google's AI is able to detect and predict intentions that were previously imperceptible in traditional searches. This opens the door to new opportunities for brands to connect with consumers in moments of unexpected truth.
Google's advice to make (good) advertising in AI Mode
Google vision about AI Mode advertising
Although the AI Mode is not yet active in Spain, it is clear that it will arrive, sooner rather than later. That is why it is key that the entire ecosystem begin to prepare for the paradigm shift that it will mean.
In this context, Google recommendations focus on the automation and data quality. Thus, for the company, the use of broad concordance in search campaigns and the adoption of Max Performance are fundamental. These tools allow Google algorithms find the right audience without depending on exact keywords, an approach that will be even more relevant in a search environment conversational.
In addition, Google emphasizes the importance of Optimize Product Feed And he explains that for retailers, the “feed hygiene” is critical. A complete, updated and high quality products feed is essential for shopping ads to be effectively displayed in AI responses.
Image: Google
