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13 min read

How AI is changing the face of paid search


Recent advancements in artificial intelligence (AI) have demonstrated the immense potential of AI-driven strategies to optimize paid search campaigns. A compelling case study from UK-based company tails.com exemplifies these extraordinary results.

By implementing AI tools including broad match, Smart Bidding, and responsive search ads for their generic Search campaigns in Germany, tails.com achieved a 182% increase in sign-ups and a remarkable 258% rise in clicks. Clearly, their strategic use of AI yielded transformative outcomes.

Success stories such as this highlight the tangible benefits AI can offer to elevate paid search results.

In this article, I want to cover our own continued success story - how we, at The Alliance, use generative AI in paid search to enhance the user experience.

But first, I want to cover:

So, let’s get into it.

Harnessing the power of AI in paid search: Unveiling common bidding strategies

AI has been a game changer for paid search. It's brought on a new wave of efficiency and results. Over time, we've seen different AI bidding strategies roll out - each meant to optimize campaigns for different business goals. These have made managing campaigns way smoother and helped max out conversions and return on ad spend.

Here’s a list of several well-known bidding strategies:

  • Enhanced Cost Per Click (ECPC)
  • Maximize clicks
  • Maximize conversions
  • Maximize conversion value
  • Target Cost Per Action (tCPA)
  • Target Return on Ad Spend (tROAS)
  • Viewable CPM (vCPM)
  • Cost Per View (CPV)

While AI bidding strategies have become standard practice in paid search, more advanced AI integration represents the next major innovation on the horizon.

Rather than just optimizing bids, truly integrated AI would enable search engines to generate highly personalized results and interactions for each user. This could include customizing landing pages in real-time based on user data and behavior.

For marketers, this shift could require rethinking traditional approaches as AI takes on more responsibilities once handled manually. Campaigns may become more adaptive, responding dynamically to users rather than relying on pre-planned strategies.

Let’s take a closer look at how the Search landscape is going to evolve due to this advanced implementation of generative AI practices.

What is AI in marketing? - A guide
Many have said AI is going to change the face of B2B marketing forever and transform digital marketing. So let’s find out why!

AI is already shaking up paid search with its advanced bidding strategies. But looking ahead, it's going to disrupt search in an even bigger way. We'll start seeing AI-created content popping up in search results, making the whole experience more conversational and interactive.

As chatbots like ChatGPT and Bard grab the spotlight, marketers must tweak their strategies to match how people search and what the search engines can do.

Ironically, the future of search is about to get much more human-like thanks to AI. Marketers who embrace this shift will stay ahead of the curve. But those who ignore it will get left behind. The time to start prepping is now.

Conversational search: The rise of AI chatbots

Chatbots have been total game changers for natural language processing and how people interact with search engines.

These smart bots can pull together info from all over and give thorough, accurate answers to search questions - not just the brief stuff you see in regular search results. So now users are getting way more in-depth responses from AI, which makes searching much more interesting.

The days of skimming short snippets on SERPs are fading out. AI chatbots are taking over and having actual conversations with searchers. It's a whole new ballgame that makes searching feel more human than ever before. Users are loving it, and marketers must adapt to keep up.

User behavior and AI-generated SERPs: A paradigm shift

With AI-created content hogging the spotlight in search results these days, we can expect user behavior to change fast. Now that people are getting detailed, relevant info right in their results, they'll probably start interacting with search engines more like chatbots - in a conversational way.

This means marketers need to tweak their keyword and content plays to match how searchers are really asking questions. The days of just targeting specific keywords are fading out. This shift will challenge marketers to refine their keyword targeting and content strategies to align with the nuances of user queries.

So, as AI transforms search into a chatbot-style back-and-forth, marketers need to rethink old strategies. Making content that answers users' full questions will be key.

From ads to value: A new perspective on marketing approach

As AI-generated results elevate the user experience, the emphasis on value-driven content will grow stronger. It's not enough to just make ads that seem relevant these days.

Now marketers need to zero in on content that truly answers searchers' questions in a meaningful way. The focus has to be on giving people the insights and solutions they're really after. That's what will grab their attention and drive them into our sales funnel.

Simply playing the SEO game won't cut it anymore in this AI-powered search environment. We need to step up and provide content that brings real value to the table. That's what it'll take to connect with searchers and stay competitive as AI results get smarter. Time to ensure our content gives people something genuinely helpful and makes their lives easier.

The multilingual challenge: A global content strategy

With AI models like MUM operating in multiple languages, businesses looking to gain authority in the search ecosystem will need to consider a global content strategy. Translating content into relevant languages based on target markets will play a crucial role in expanding reach and relevance.

Preparing for the future: Embrace broad match and experimentation

To navigate the evolving search landscape, marketers should embrace AI-supported strategies like broad match keywords. As user queries become more conversational, broad match allows campaigns to capture lengthy, detailed searches that might otherwise be missed.

Plus, staying at the forefront of innovation calls for constant experimentation with AI tools like ChatGPT and Bard, empowering marketers to unlock fresh ideas and fine-tune their search campaigns.

The future of paid search is undeniably intertwined with AI, and businesses that adapt to this transformative shift will gain a competitive edge.

By embracing the potential of AI-generated results and aligning marketing strategies with the evolving search function, you can forge a path to success in the ever-evolving digital landscape.

How we use generate AI within paid search at The Alliance

Did you know that a simple search for "A ball that's not yellow" might lead you to a surprising discovery? If you click on images or shopping adverts, you'll likely find yourself face-to-face with… a yellow ball. 😳

Understanding the complexities of user queries is not just a glimpse into the future - it's a necessity. That's where AI comes to the rescue, transforming the way we approach paid search to deliver superior user experiences.

At The Alliance, we’re committed to helping people progress in their roles, advance their careers, and connect with like-minded individuals. Throughout their journey, our members engage in extensive research, exploring websites, and embarking on a journey of self-discovery.

To ensure they have the best possible experience, our Paid Media team has a secret weapon. What we like to call “ChatgPPCt”*, the AI-powered virtual assistant that revolutionizes our approach to paid search.

*ChatgPPCt is not a real platform. I use this reference throughout to help you understand that embracing generative AI as a fully-fledged member of your team can be beneficial.

Tailoring content with AI

At the heart of our AI-powered success is personalized content. ChatgPPCt utilizes cutting-edge AI technologies to craft tailored ad copy and landing page content.

By analyzing customer data, search trends, and behavior patterns, our virtual assistant ensures that each user receives content that perfectly aligns with their unique preferences and needs, fostering greater engagement and increased conversion rates.

Harnessing generative AI for content creation and planning
How can you leverage generative AI for content creation and planning? Read more to find out.

Accelerating content delivery

Efficiency and agility are paramount in the dynamic world of paid search. With ChatgPPCt's support, our Paid Media team experiences a dramatic boost in content creation efficiency.

By swiftly processing vast amounts of data, including keyword research and performance metrics, our AI-powered ally empowers us to meet our client’s needs with rapid turnaround times.

Data analysis for informed decisions

In the fast-paced realm of paid search, data is our guiding light. ChatgPPCt's data analysis capabilities enable us to streamline processes and make well-informed decisions.

By crunching numbers and extracting valuable insights, our AI assistant helps us identify trends, opportunities, and areas for improvement, ensuring that our strategies are always data-driven and focused on achieving the best outcomes for our clients.

The Human-AI connection

While ChatgPPCt's AI prowess is formidable, it complements rather than replaces human expertise. Our team's creative vision and understanding of The Alliance's core values add a human touch to the AI-driven campaigns, creating authentic connections with our users and community.

Anticipating market changes

Staying ahead of market changes is crucial for success. ChatgPPCt continuously analyzes market trends and user behaviors, helping our team adapt strategies in real time. With AI-driven insights, we remain agile, seizing emerging opportunities and overcoming challenges with ease.

Preparing for a transformed landscape

As the search engine landscape evolves, our commitment to leveraging AI becomes even more resolute. By embracing ChatgPPCt's potential while nurturing our human creativity, we create an unparalleled synergy that elevates our paid search endeavors.

Though I’ve previously mentioned it as such, at The Alliance, AI is not just an ally; it's an indispensable member of our team, empowering us to provide exceptional user experiences, foster meaningful connections, and drive our mission forward.

As AI continues to revolutionize the paid search landscape, The Alliance stands at the forefront, always prepared to embrace the transformative power of AI.

Final thoughts

As search evolves with advancing AI like Google's Search Grid Engine (SGE), staying competitive means strategically integrating human expertise with AI capabilities. By combining our team's creative thinking and strategic vision with data-driven AI insights, we can develop innovative paid search strategies that fully leverage this technology.

This mix of human talent and AI enables us to craft campaigns that connect with users meaningfully, unlocking paid search's full potential. Balancing cutting-edge AI with human creativity will keep our approach fresh, relevant, and results-driven in this shifting landscape.

It’s important to find that balance, though. While machines can churn out articles, for now, the creative spark behind these words remains fundamentally human.

… Or does it? 👀😉

Written by:

Jack Bennett

Jack Bennett

Jack is the Head of Performance Marketing at The Alliance!

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How AI is changing the face of paid search