Lessons of the Past to Succeed in the Future of PPC with AI & Generative Search

PPC has evolved a lot over the years, with Google having a pivotal role in its shape and trajectory. With the introduction of Bard and several other updates, we explore the potential of generative AI in transforming the PPC and search landscape

Unpacking the implications of Google's transition from search to conversational interfaces, with the potential demise of exact match on the horizon, the growing importance of broad and Performance Max, and the impact on PPC strategies.

This deck touches on how generative AI and search are already impacting practitioners' day-to-day work stack improving productivity with ad generation and testing, and how we might be able to harness the potential of these changes.

Transcript

1. Inderpaul Rai Head of Performance Marketing ufurnish.com Speaker at: 1. OPTMYZER TOWN HALL 2022 2. HEROCONF LONDON 2022 3. MARKETING MEETUP X IMPRESSION 4. SMEC GOOD DAY 2020 5. MIKE RYAN'S GROWING ECOMMERCE PODCAST
2. Lessons of the Past to Succeed in the Future of PPC with AI & Generative Search
3. HOW IT'S GOING HOW IT STARTED
4. Over a decade of game changing releases 2009 Introduction of Sitelinks 2010 Remarketing & Enhanced CPC 2011 Negatives and DSAs 2012 Enhanced Sitelinks Google Shopping no longer free! 2013 Enhanced Campaigns Bid Adjustments Target CPA 2014 Target ROAS Ad Customisers 2015 Customer Match 2016 Right sidebar ads removed Standard Text ads deprecated Expanded Text Ads Smart Bidding 2017 Similar Audiences Exact Match no longer Exact 2021 Performance Max BMM Deprecated 2022 ETAs depre
5. WTF
6. Better but still no year
7. LUCKILY I KNEW 2015 WASN'T RIGHT SO WAS ABLE TO GET BARD TO FACT CHECK IT'S OWN ANSWER
8. I DIDN'T KNOW WHICH KEYWORD WOULD TRIGGER THE RIGHT LINK OR ARTICLE TO ANSWER MY QUESTION... ...THANKS TO GENERATIVE SEARCH I REALISED MUCH MORE QUICKLY
10. YEAR OF VOICE SEARCH IS FINALLY HERE! ...A DECADE LATER ...AND MINUS THE VOICE
12. THIS AI SEARCH DISRUPTION DIDN'T HAPPEN OVERNIGHT
13. Google has been warning us for years With their iterative updates to Google Ads 2017 - EXACT MATCH KILLED Shows for plurals, misspellings, and different word endings. Since 2021 even the order of the words can differ and function words can be added 2020 - SEARCH TERMS RESTRICTED No longer showing search query data when there is not "significant" data 2021 - BROAD MATCH MODIFIED KILLED Phrase match essentially replaced BMM in function
14. Google has been warning us for years With their iterative updates to Google Ads 2018 - RSA'S LAUNCHED RSA's have been around for a long time but became the default text ad to use in 2021 and the only search ad you can use for keywords since 2022 2021 - PERFORMANCE MAX LAUNCH We've reversed the way we build campaigns, going from as granular as possible thanks to match type changes and the launch of PMAX to consolidation 2023 - "KEYWORDLESS" CAMPAIGNS? With the push towards Broad Match and PMAX will we see "Exact" and "Phrase" deprecated?
16. Google Ads' new golden triangle WE ARE ALL BEING NUDGED TOWARDS THIS, LEARNING FROM THE PAST THE NUDGE WILL NOT BE GENTLE FOREVER...
17. Fighting against these changes can only get us so far, let's learn how to win in the new era
20. But even present day search is complicated
22. And if people ignore Google autocomplete?
24. Just doorways to more keyword terms!
25. And this is only going to get more complicated with generative search
26. How do we win? EMBRACE GOOGLE ADS' GOLDEN TRIANGLE Give up the old keyword game and change your account structures and processes to leverage best the tools we have available in Google Ads UTILISE AI TOOLS TO MAKE OUR LIVES EASIER Use the likes of ChatGPT and other tools to do the heavy lifting of ad copy (text and images) creation, modify/create scripts UTILISE AI TOOLS TO GENERATE IDEAS Use the likes of ChatGPT and other tools to help you with keyword research and data analysis BY LEVERAGING AI AND GENERATIVE SEARCH, PPC CAMPAIGNS CAN BE OPTIMISED TO BE MORE EFFECTIVE THAN EVER BEFORE
30. A treasure trove of useful information... AD COPY IDEAS TARGET AS CUSTOM AUDIENCES LANDING PAGE CONTENT (HINT: WORK WITH YOUR SEOS)
31. A treasure trove of useful information... AD COPY IDEAS TARGET AS CUSTOM AUDIENCES LANDING PAGE CONTENT (HINT: WORK WITH YOUR SEOS)
35. A treasure trove of useful information... AD COPY IDEAS TARGET AS CUSTOM AUDIENCES LANDING PAGE CONTENT (HINT: WORK WITH YOUR SEOS)
36. HTTPS://KEYWORDSPEOPLEUSE.COM/
39. A treasure trove of useful information... AD COPY IDEAS TARGET AS CUSTOM AUDIENCES LANDING PAGE CONTENT (HINT: WORK WITH YOUR SEOS)
40. BUT WAIT, HOW CAN I GET MY WEBSITE HERE?
41. AND HERE!?
42. OR ANYWHERE HERE!
43. SHORT ANSWER IS WE DON'T YET KNOW...LONG ANSWERS: 1. Make sure you're bidding on the right keywords + audiences + best RSA copy for this search intent as always relevancy is key 2. Work with your SEOs!
45. TECH ALONE IS NOT ENOUGH!
46. Skilled People Enabled Tech for AI & ML Core PPC & marketing principles + processes AT THE INTERSECTION IS WHERE THE MAGIC WILL HAPPEN
47. AI will not replace us...but we have to learn how to use AI
48. Fred Vallaeys - Unlevel Playing Field PPC DOCTORS Knows and applies the right medicine to fix performance issues identified PPC PILOTS Monitors the automation systems in place and follows strict processes to ensure the accounts are running as normal PPC TEACHERS The key to machine learning is to "learn", PPC teachers teach the machine what is a good conversion vs a bad (or lower priority) conversion by leveraging and feeding the machine as much pertinent information as possible HTTPS://WWW.AMAZON.CO.UK/UNLEVEL-PLAYING-FIELD-BIGGEST-MINDSHIFT/DP/1544523335
49. Google making money Your business making money AT THE INTERSECTION IS WHERE BUSINESSES WILL WIN
50. Remember that there are many other AI tools besides ChatGPT - don't limit yourself to just one!
51. The hardest thing to do when it comes to work is to... START
52. Use AI as your creative companion to help spark creativity and explore curiosity and most importantly...START!
53. THANK YOU DON'T BE THESE GUYS START NOW!