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Google is actively promoting the adoption of ads in AI Mode to advertisers. According to a recent presentation, Google plans to extensively roll out AI Mode ads, providing advertising agencies and brands with detailed information on how this new channel differs from traditional search options and how paid AI search functions. The presentation highlights that AI Mode ads are designed to offer a more dynamic search experience, helping users explore their biggest questions with the support of AI.
The slide titled “Ads in AI Mode” emphasizes that businesses can participate in this innovative search experience, where consumers navigate their inquiries with the assistance of AI. These ads are available in both text and shopping formats within Google Search, Google Shopping, and Performance Max campaigns. Currently, the feature is labeled as an “experiment,” accessible in the United States on mobile and desktop devices.
To display ads within AI-powered search experiences, advertisers must utilize AI-driven targeting solutions. These include broad match targeting in Search Campaigns, AI Max for Search (beta), Performance Max campaigns, and Google Shopping ads.
Insights from industry observers indicate that Google intends to deploy AI Mode ads before the fourth quarter. The ads will be similar to standard search ads and shopping ads, featuring product details. Maintaining current and accurate product feeds—a process Google refers to as “feed hygiene”—is crucial for optimizing ad performance in this environment.
An additional slide from the presentation offers SEO guidance relevant to AI Mode. It advises marketers to:
– Develop unique, valuable content tailored to user preferences, incorporating high-quality images and videos to support multi-modal search.
– Ensure websites meet technical requirements so Google can effectively crawl, index, and serve content.
– Focus on the full value of user visits, emphasizing how well users can find information or complete tasks rather than just counting clicks.
AdAge reports that Google has circulated a document providing further tips for AI search advertising. This document suggests that ad targeting will be based on user queries and the content within AI Mode responses, underscoring the importance of maintaining current product catalogs. The shared materials originated from internal communications, emphasizing the strategic focus on this emerging advertising format.
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