Generative search has officially arrived: 1. What is generative search? Generative search uses AI to enhance search results directly within search engines like Google and Bing. It’s different from chatbots like ChatGPT and Gemini, which operate on separate websites. 2. Google's Market Share Google's search ad revenue will hit $62.87 billion in 2024. That's $1 in every $2 US marketers spend on search ads. Without retail media, Google grabs about 70% of the market. 3. Google’s AI Overviews: In May 2024, Google introduced AI-generated summaries in its search results. This means users have started using generative search without even realizing it. 4. Google’s adjustments: AI Overviews had issues with inaccurate and satirical content. Google has since made changes to reduce errors, but it’s still refining the system. 5. Consumer behavior: Google is constantly tweaking AI Overviews. Users can’t opt out, so they will likely adapt to these changes over time. 6. Meta and generative search: Meta is integrating AI into its platforms like Facebook and Instagram. This could help users get used to generative search. 7. Retailers and AI: Retailers like Amazon and Walmart are using AI to personalize shopping experiences. This means consumers will expect AI in all search interfaces. 8. Apple’s move: Apple is integrating ChatGPT into Siri, which could reduce the number of searches on Google. 9. Google’s dominance: Despite new challengers, Google remains the top search engine, processing nearly 90% of US queries. 10. Search ad spending: Google will continue to dominate search ad spending, with a significant lead over Microsoft. 11. Answer engines: Answer engines like Perplexity offer direct answers with citations but aren’t ready to replace Google. 12. Ideal for complex queries: Generative search is great for complex questions but can be a nuisance for simple navigational queries. 13. Holistic strategy: Marketers need a balanced approach to paid and organic search tactics due to changes in Google’s SERP layout. 14. Ads in AI Overviews: Google is testing ads within AI Overviews, but there’s little visibility into their performance. 15. Volatility in paid search: Expect fluctuations in how ads appear in AI Overviews, making it a gamble for advertisers. 16. Industry impact: Generative search will disrupt some industries more than others, like healthcare and B2B tech. 17. SEO importance: SEO remains crucial for getting cited in AI Overviews, and AI tools can help optimize content. Generative search is here to stay. Adapt your strategies to stay ahead. #search #ppc #sem
It's a whole new ball game with generative search! Businesses need to be proactive in understanding how these changes impact their audience and adapt their strategies accordingly. This is where real opportunity lies
Generative search is changing the rules of the game. It's more important than ever for businesses to have a solid digital strategy that incorporates these advancements to stay ahead of the curve