The Impact of Google Search Generative Experience on Ads
A recent study conducted by SEO platform SE Ranking has shed light on the impact of Google’s Search Generative Experience (SGE) on ads within Google’s Search Engine Results Pages (SERPs). The findings of this study provide valuable insights for businesses and marketers in making data-led decisions for more effective marketing strategies.
SE Ranking examined 100,000 keywords across 20 different niches, each with varying search intents and volumes. The analysis provided insights into the frequency of AI-generated responses from Google, the length of content in the SGE, linking patterns, variations across niches, and ad placement.
One key finding from the study is that regardless of the presence of SGE snippets, ads tend to appear more frequently at the bottom of search results. However, when SGE snippets with text were present, ads appeared at the top of the SERP more often than shopping ads. Shopping ads, on the other hand, usually appeared above the SGE snippet. This suggests that certain niches, such as Fashion and Beauty, and Ecommerce and Retail, are more likely to feature shopping ads.
In terms of ad types combined with text-based SGE snippets, the study found that both shopping ads and ads at the top of the SERP accompanied SGE responses in some cases. Shopping ads appeared alongside text-based SGE snippets more frequently than other ad types. Additionally, the study revealed that carousel shopping ads can be positioned above, below, or in the sidebar of the SGE snippet.
When it comes to ad placement within the SGE SERP, there is a clear preference for having shopping ads above the SGE snippet. In fact, shopping ads appeared above the SGE snippet in the majority of cases. On the other hand, placing shopping ads below the SGE snippet or in the sidebar was less common.
The study also highlighted the evolving nature of Google’s AI-powered responses. A spokesperson from SE Ranking emphasized the need for businesses and marketers to stay on top of these changes as they seem to be happening practically every day. Comparing the results of this study to a previous one conducted by SE Ranking, it is evident that the percentage of keywords triggering an SGE response has increased significantly over time.
Philipp Schindler, SVP and CBO of Google, has also acknowledged the importance of ads in the new Search experience powered by SGE. He mentioned that relevant ads alongside search results can improve commercial journeys for users and provide useful options for them to take action and connect with businesses.
While this study provides valuable insights into the impact of SGE on ads within Google’s SERPs, there is still much to learn about Google’s AI-powered responses. SE Ranking plans to continue monitoring the latest developments of SGE and conduct further research to stay up-to-date.
In conclusion, understanding the impact of Google’s Search Generative Experience on ads is crucial for businesses and marketers to make informed decisions for effective marketing strategies. The findings of this study provide valuable insights into ad placement, ad types, and the evolving nature of Google’s AI-powered responses. By staying informed and adapting to these changes, businesses can optimize their marketing efforts and connect with their target audience more effectively.
