What is the future of Google Ads with AI?

By: Jyll Saskin Gales, Google Ads Coach

Are you worried about all the changes happening with Google Ads and AI? Between the rise of chatbots, Performance Max campaigns, and constantly shifting "best practices," it's easy to feel like you're caught in a whirlwind.

Don't worry, you're not alone. Many marketers are asking the same questions. In this post, I'll share my perspective as a Google Ads Expert on how you can stay ahead of the curve to achieve incredible results in Google Ads.

Here's what we'll cover:

• The Blurring Lines Between SEO and PPC: Discover why your website is more critical than ever and how AI optimization (AIO) plays a crucial role.
• The Shift from Targeting to Signals: Learn why embracing automation and first-party data is essential for success in the age of AI.
• Moving from Intent to Audience: Understand the changing landscape of search and how audience-based marketing is becoming increasingly important.
• The Reign of Creative: See why compelling creative is your top priority in a world of automated bidding and targeting.

1. SEO and PPC: More interconnected than ever

Remember when SEO and PPC were two distinct disciplines? Those days are fading fast. With the rise of generative AI tools like Gemini, Claude, Perplexity, and ChatGPT, the lines are blurring. These tools are incorporating advertising into their responses, and Google's AI overviews already feature shopping ads.  This means that your website needs to be optimized for both search engines and these large language models.

Think of it this way: your website is like a storefront. You want it to be attractive and inviting to both human visitors and AI "crawlers."

But here's the kicker: always optimize for your target customer first. Real people with real problems are still your bread and butter. After all, AI learns from humans.

2. Embrace Automation and First-Party Data

While exact match keywords still have their place, especially for businesses with limited budgets, the reality is that we have less control over our ads than ever before. Google Ads is moving away from specific targeting and relying more on signals.

To thrive in this environment, you need to embrace automation. Broad match keywords, optimized targeting, and Performance Max campaigns are going to be your keys to long-term success, even if they don't (yet) drive the best results for you. These tools allow you to tap into the power of AI and reach your audience in new and innovative ways.

And don't forget about first-party data! This is the goldmine of information you collect about your customers. It's the most important signal you have to guide the AI and find new customers.

3. From Intent to Audience: The Changing Face of Search

For years, Google search has been a marketer's dream. People type in exactly what they want, and you show them a relevant ad. But with the rise of AI and longer, more complex search queries, this is changing.

We need to shift our focus from intent-based marketing to audience-based marketing. This means understanding our customers deeply and anticipating their needs before they even know what they want. It's about proactively showing ads to people who are most likely to benefit from our products or services, regardless of their specific search terms.

4. Creative Takes Center Stage

In a world of automated bidding and targeting, your ad creative becomes your most powerful differentiator. Google Ads is starting to resemble platforms like Meta, where compelling content and strong branding are crucial.

Think of it like this: if everyone is using the same automated tools, your creative is what will make you stand out from the crowd. While AI can assist in the creative process, it can't replace human ingenuity and the ability to connect with your audience on an emotional level.   

The Bottom Line:

Google Ads is evolving rapidly, but the fundamentals of marketing remain the same. Understand your customer, craft a valuable offer, and convey your message clearly. By embracing these principles and adapting to the changing landscape, you can achieve remarkable results with Google Ads this year and beyond.