The Future of Paid Search: AI, Microsoft Ads, and Full-Brain PPC

Thank you to everyone who came to my talk at semKRK in Kraków. For those who couldn’t make it, here’s a quick summary of what we covered.

AI is bringing the biggest shake-up to Google Search in the last 20 years. With the new Search Generative Experience (SGE), the clear divide between paid and organic results is fading. Advertisers are now competing in an increasingly crowded "red ocean."

My presentation, Smarter Search Strategies, made the case for diversification. Too often, we build our search strategies around just one platform, Google Ads: using only the data-driven, analytical "left side" of our PPC brain. This talk was about switching on the other side too: Microsoft Ads. And then have a fully PPC brain with both hemispheres engaged.

Here are some key takeaways from the session:

The Problem with a One-Track Mind
Relying only on Google is becoming more and more risky. We looked at why this mindset no longer holds up in the AI era.

The "Right Side" Opportunity
Microsoft Ads isn’t just a smaller version of Google. It’s a different platform with different user intent. A strategic "blue ocean" that offers less competition and new discovery moments.

Reaching the Unreachable (True Incrementality)
Microsoft provides real incrementality. It reaches a unique audience that can’t be found on Google, including 33% of daily AI users who are brand new to Bing.

Building a Full-Brain Strategy
We walked through practical steps to bring Microsoft Ads into your marketing mix and build a more balanced, effective, and future-proof PPC strategy.

Big thanks to the entire #semKRK team for hosting such a brilliant event.

Serge,
Your PPC Doctor - www.yourppcdoctor.com
#PPC #DigitalMarketing #MicrosoftAds #AI #SearchMarketing #semKRK2025 #Diversification #SmarterSearchStrategies #YourPPCDoctor

Transcript

1. semKRK#23 BIG Serge Nguele YOUR PPC DOCTOR Smarter search strategies: diversifying ad platforms in the age of AI
7. ’’A comfort zone is a beautiful place, but nothing ever grows there.” Don’t let fear cloud your judgment... Everything you want is on the other side of it.
13. Google Search big shift coming...
14. Microsoft AI & Copilot Bing had surpassed 145 million daily active users 38% of users report discovering new brands through AI-powered search 33% of daily users of the AI-powered Bing were new to the search engine
15. With AI-powered search reshaping user behaviour, we need diversification to stay competitive.
23. Google Ads – Avg. CPC $19.24 Microsoft Ads – Avg. CPC $1.19
24. A B2B Software Company. Rising competition & higher costs on Google Ads. LinkedIn Targeting Challenge Microsoft Ads 15% Increase In Conversions CPC Lowered by 12% Better results at a lower cost
33. MICROSOFT ROI GOOGLE ROI
37. “Advertisers using Microsoft Ads can still target users effectively, but with data that’s more reliable & legally compliant than third-party tracking.” - Veronika Höller
40. A PPC Neurologist’s Prescription – The 3-Step Plan Are you too dependant on Google? Diagnosis: The single channel syndrome Start small. Test Microsoft Ads against Google Treatment – Activate the right hemisphere Combine Google & Microsoft Ads for a smarter search strategy. Scale & refine cross-channel synergy 1 2 3
41. Microsoft AI & OpenAI partnership = Copilot is an advanced AI assistant which seamlessly intergrates with the whole Microsoft ecosystem
42. Direct access to premium publishers 1600 + direct publishers 870 + direct CTVpublishers
43. Large ecosystem to multiply user touchpoints
44. The Microsoft Advertising Advantage
45. Unlock premium reach
48. Dziękuję za uwagę! https://www.linkedin.com/in/serge-nguele/ www.devagroup.pl/ Serge Nguele YOUR PPC DOCTOR