Why Google’s Search Generative Experience Matters to Advertisers

Why Google’s Search Generative Experience Matters to Advertisers

by Jessica Skopek Google

Google made its strongest commitment to AI to date at its annual developer conference, Google/IO. The company announced a number of changes to its core products as well as new capabilities powered by AI, especially generative AI. They include:

Bard Available for Everyone

Google’s Bard AI is a powerful tool that can be used for a variety of tasks, including browsing the internet, searching for information from photos, writing code, and working with other apps. Bard is available to everyone, and it does not require a waitlist.

Bard Plugins Are Here

Bard plugins are a new way to extend the capabilities of Bard. There are currently a number of plugins available, including plugins for OpenTable, Kayak, Spotify, Walmart, and Indeed. These plugins allow you to use Bard to do things like make restaurant reservations, book flights, create playlists, and order groceries.

Gmail Is AI-Powered

Google’s new “Help me write” feature in Gmail uses AI to help you write emails. Simply type in a one-line prompt, and AI will automatically generate the rest of the email for you. You can then refine the email as needed.

Google Photos Get a Dose of AI

The new “Magic Editor” feature uses AI to help you edit your photos. You can use Magic Editor to change the lighting, remove objects, and adjust your position in photos. Magic Editor makes it easy to edit your photos like a pro.

Search Gets an Upgrade with the Search Generative Experience

But perhaps the most significant change: the launch of a new search feature, search generative experience (SGE). SGE uses generative AI to share answers to queries in the form of complete “snapshots” of content instead of providing a few rich snippets and links to websites for more information. Search can unfold as a series of questions and follow-up questions that the searcher refines (similar to ChatGPT prompt).

At the event, Google’s vice president of of Search, Liz Reid, demonstrated SGE by searching for “why is sourdough bread still so popular?”. The search results appeared almost immediately, and above them was a rectangular orange section that pulsed and glowed with the phrase “Generative AI is experimental.”

After a few seconds, the glowing section was replaced by an AI-generated summary of the search results. The summary included several paragraphs about the taste of sourdough bread, its prebiotic abilities, and other factors that contribute to its popularity. To the right of the summary were three links to websites that Reid said “corroborated” the information in the summary.

On Google’s blog, Reid provided even more context. She shared the example of a searcher asking, “What’s better for a family with kids under 3 and a dog, bryce canyon or arches.” Normally, a searcher might break this one question down into smaller ones, sort through the information available, and start to piece things together themselves. With generative AI, search can do some of that heavy lifting for you.

When SGE becomes available, searchers will see an AI-powered snapshot of key information to consider, with links to dig deeper.

Google Search

Below this snapshot, you’ll see suggested next steps, including the ability to ask follow-up questions, like “How long to spend at Bryce Canyon with kids?” When you tap on these, it takes you to a new conversational mode, where you can ask Google more about the topic you’re exploring.

Context will be carried over from question to question, to help you more naturally continue your exploration. You’ll also find helpful jumping-off points to web content and a range of perspectives that you can dig into.

How Will Ads Work in SGE?

Google said that SGE will feature search ads from the start. Advertisers will not be able to opt out of showing ads on the new search experience, at least not initially. Google will be closely monitoring the performance of ad placements and experiences during this experimental phase.

SGE ads will be displayed in dedicated ad positions and slots, and will be labeled as “sponsored ads.” Google said it will continue to test and adapt ads so that they provide relevant and useful results for searchers.

Here are some additional details about how SGE ads will work:

  • Ads will be displayed in a variety of formats, including text, images, and videos.
  • Ads will be targeted based on a variety of factors, including the search query, the user’s interests, and the user’s location.
  • Ads will be subject to Google’s advertising policies, which are designed to ensure that ads are relevant, useful, and non-misleading.

SGE ads will be a “native part” of the new search experience. The company believes that ads can be a valuable tool for helping users find the information they need, and that SGE ads will be no exception. Here is a screenshot of ads in the desktop user experience of SGE:

Ads in Google Search

As Google Search evolves with the introduction of the SGE, it will be important to track how your ads perform in this new environment. However, as SGE is still in its experimental phase, you will not be able to immediately track how your ads perform differently in SGE versus the old Google Search.

The generative AI feature is still under development, but it has the potential to change the way people search for information online. By providing users with a concise and informative summary of the search results, the feature can help people find information quickly and easily. Only time will tell how SGE ads will be received by users. However, Google is confident that the new search experience will provide a more relevant and useful search experience for everyone.

Contact True Interactive

At True Interactive, we advocate on behalf of our clients. We are monitoring these developments closely and assessing how to incorporate conversational AI. Contact us to learn how we can help you succeed in all forms of digital advertising.

Photo by Solen Feyissa on Unsplash

How Meta Is Defending Its Advertising Turf

How Meta Is Defending Its Advertising Turf

by Jessica Skopek Meta

Meta, the second-largest online advertising platform in the world, faces numerous challenges ranging from stricter privacy controls to the emergence of new competitors such as Amazon Ads and TikTok. Meta, like the market leader Google, is defending its position the best way it knows how: rolling out new ad products.

On October 3, Meta announced new ways for advertisers to reach the company’s user base, which encompass brands such as Instagram, Facebook, and Messenger. They include:

  • Post-loop ads on Facebook Reels. The skippable video ads, ranging from four to 10 seconds in length, play at the conclusion of a Reel, followed by the original Reel resuming and looping again. (Instagram Reels already have ads.)
  • Image carousel ads for Facebook Reels. These are horizontally scrollable and can include anywhere from two to 10 image ads. They appear at the bottom of Reels content.
  • Ads in creators’ profile feeds. These are aimed at giving creators another monetization option and will allow them to earn extra income from ads within the content they already have in their profile. This ad format is being tested with a small number of creators in the United States. A Meta spokesperson told Adweek that company will make it clear that creators are not affiliated with the ads that appear in their profile feeds.

Meta also announced new spaces available for advertisers on both the Explore page of Instagram, within Facebook Reels and on creators pages.

But wait – there’s more! Instagram also launched a series of ad formats. For instance, Instagram  is developing an open beta of augmented reality ads in feed and Stories. This makes it possible for brands to provide an immersive AR ad experience and encourage people to interact via their surroundings.

Instagram is also offering new multiadvertiser ads that use machine learning to serve ads from other businesses under an ad that may be of interest to the user. In theory these will help advertisers be discovered by Instagram users who are already in a shopping mindset. The new option is only enabled for direct-response objectives. Advertisers will have to opt in, with the opportunity to opt out whenever they choose.

The most interesting take-away from Meta’s new ad formats is the way Meta is trying to monetize the value of Reels for creators and Meta. For in-Reel Facebook ads, creators would get 55 percent of the revenue, while Meta would get 45 percent. The more consumers see Reels, the less time they spend in the legacy parts of the platform like the main feed.

In a July earnings call, CEO Mark Zuckerberg said, “We saw a more than 30% increase in the time that people spent engaging with Reels across Facebook and Instagram.” If creators of Reels can make money from their participation on these platforms, they could start to win back some of the audience Meta has been losing to TikTok.

Will Meta succeed? One concern advertisers shared with Adweek is that too many ad formats could create saturation. If users feel like their experience is cluttered with too many ads, their engagement with Meta platforms will decline.

But if monetizing Reels makes Meta a more attractive destination for creators, the format could provide a credible alternative to TikTok. For now, businesses should work with their agency partners to evaluate these ad products against where their audiences are most likely engaging with their brands. If you are already achieving strong results by advertising on TikTok, for instance, Meta’s new formats might not be necessary unless you aim to court Meta’s relatively older audience (compared to TikTok). But if you’re already looking for ways to reach Meta’s audience, and you’ve been using Meta as an ad platform, these formats may hold more appeal.

Contact True Interactive

To succeed with social media advertising, contact True Interactive. We have extensive experience helping businesses succeed on social media.

Amazon’s Next Frontier: Local Advertising

Amazon’s Next Frontier: Local Advertising

by Jessica Skopek Amazon

Amazon recently announced for the first time just how big Amazon Ads has become. And the number is very big. As in $31.2 billion. Amazon said in its in 2021 earnings announcement that Amazon Ads had achieved 32 percent year-over-year growth, which includes sales of advertising services to sellers, vendors, publishers, authors, and others, through programs such as sponsored ads, display, and video advertising.

$31.2 billion is not quite the size of Meta’s and Google’s ad businesses. By comparison, Google achieved $209.5 billion in ad revenue for its most recent fiscal year, and Meta achieved roughly $115 billion for the same time period. But Amazon Ads eclipses Microsoft, Pinterest, and Snap, and the company has earned a place alongside Google and Meta as one of the big three online advertising platforms.

And now, it looks like Amazon plans to get bigger in an untapped market: location-based advertising. Business Insider reported recently that Amazon is building a local ad business by advertising positions for a Local Ads team in major cities such as Chicago and New York. Apparently Amazon Ads will offer a slate of ad units, including streaming TV ads and a demand-side platform that sells ads off Amazon’s website. (Note that Amazon generates the lion’s share of its ad revenue from search ads that appear on the Amazon website; but Amazon has invested more in ad tech to get bigger ad budgets from advertisers.)

This is an intriguing development, to say the least. Location-based advertising capitalizes on the fact that local searches by consumers are wildly popular. This is a big reason why hyper local sites such as Nextdoor have achieved strong growth: people typically look for things to buy at stores close to their homes. So, businesses have a strong motivation to rank well in those “near me” searches, and of course advertising can amplify their presence. Meta and Google both offer strong location-based ad services, but lately Meta has taken a financial hit because of the impact of Apple’s Application Tracking Transparency privacy controls, which limit the effectiveness of ad targeting, including location-based ad targeting.

According to a Deutsche Bank report from 2021, 75-percent of Meta’s advertising revenue came from small businesses. Meta could be vulnerable if Amazon’s plans are rolled out. And Amazon doesn’t have to worry about Apple’s privacy controls. The company can sell ads based on first-party data, or data that people on Amazon share when they search and purchase (Apple’s privacy controls do not affect first-party data). Now, consider the fact that Amazon operates brick-and-mortar businesses such as Whole Foods and Amazon Fresh, which rely on location-based advertising. An Amazon location-based ad service could benefit the company’s own stores.

But that’s not all. Just as Amazon sells online ads to merchants, the company is apparently banking on the ability to do that for retailers, automotive dealers, restaurants, and other merchants that need to be present in local search results.

For now, Amazon will continue to grow its ad business mostly through Amazon.com, where companies pay to be listed as a “sponsored product” high up in the search results. Amazon also offers video commercials and ads on Amazon’s FireTV device. Amazon Ads also helps brands with online advertising on sites that it does not own. And Amazon has developed advertising in devices and platforms such as Twitch.

It will be interesting to see how this development plays out especially with Walmart leveraging its own small but growing ad business that capitalizes on the company’s online/offline presence. Walmart could be a strong alternative to Amazon.

We recommend that advertisers manage the online ad solutions that are most relevant to their own customers’ journeys from awareness to purchase. Keep an eye on Amazon. The company has built incredible momentum, and an increasingly privacy-centric landscape favors the growth of its ad business.

Contact True Interactive

At True Interactive, we monitor new ad products all the time and help our clients prosper amid the evolving landscape. Contact us to learn how we can help you. Learn more about our Amazon Ads services here.

Why TikTok Influencer Marketing Is Heating Up

Why TikTok Influencer Marketing Is Heating Up

by Jessica Skopek TikTok

TikTok recently created a relationship with software firm CreatorIQ to help brands find the right influencers on TikTok. This news illustrates the growing importance of influencer marketing, a type of social media marketing that involves endorsements and product placements from influencers.

What Did TikTok Announce?

TikTok is adding software platform CreatorIQ as a new influencer marketing partner. The relationship will allow CreatorIQ’s clients to plan and execute TikTok creator marketing campaigns. CreatorIQ customers will use a dashboard to see creator and content metrics from the TikTok Creator Marketplace, which helps brands collaborate with creators based on their industry, budget, and business goals.

Why Is This News Significant?

The news underscores how sophisticated and measurable influencer marketing is becoming. Influencer marketing is a fast-growing $14 billion industry. With influencer marketing, a brand collaborates with someone deemed to have a desirable following among the brand’s customer base. Many casual watchers of this space associate influencer marketing with mega celebrities such as the Kardashian family, whom brands pay to promote their products via their high-profile social media followings. But few businesses have the budget to collaborate with celebrity influencers. Most brands work with micro-influencers, who possess followers based on shared interests and geographic locations.

Micro-influencers are big on TikTok. They build street cred by mastering TikTok’s viral short-form video format. Because their popularity is based on their TikTok videos, they are considered to be creator influencers – or people who create content. In fact, creators are so popular that brands are seeking them out to create TikToks for them. For example, TikTok influencer Bella Poarch has been tapped as an HP HyperX ambassador. Influencers are credited with spurring the rise of TikTok as a social commerce platform where people buy products. According to The New York Times, two-thirds of TikTok users have been inspired to shop, even if that wasn’t their original intent when accessing the app in the first place. The phenomenon has gained enough attention that it even has a hashtag: #TikTokMadeMeBuyIt has garnered more than 8 billion views on the app.

Brands are getting more sophisticated about finding influencers that work best for their own needs. Not every TikTok superstar is the right fit for every brand. In some ways they are like any other kind of product “endorser” – a brand needs to feel comfortable that their personalities and style are a good fit for the brand’s own image, and they need to understand each influencer’s audience. In Chicago alone, there are many influencers who may or may not be a great fit depending on a brand’s needs and audience (here are some of them).

TikTok understands that for the app to become Influencer Central, TikTok needs to make influencer marketing more of a measurable science. Few brands will dive into any marketing/advertising campaign without understanding return on ad spend. That’s why TikTok launched the Creator Marketplace and is partnering with businesses such as CreatorIQ to make the process of launching and measuring an influencer outreach campaign a measurable process.

Creator Influencers Are Having a Moment

The rise of creators on TikTok is part of a bigger trend toward brands and creator influencers collaborating. In our 2022 advertising and marketing predictions, we predicted that creator influencers will have a huge year, and not just because of TikTok. Another factor: collaboration networks are proliferating. These networks give creators an all-in-one platform to create communities and build influence. In addition, gaming sites such as Roblox and Twitch offer creators opportunities to monetize their work with potential partnerships with brands, and crypto currency sites such as Rally.io make it possible for creators to mint their own currency. The big social networks such as Meta are responding by making themselves more attractive to creators. More businesses will tap into niche networks to partner with emerging creators who are lesser-known but possess tremendous street cred. Big-name partnerships with stars will still thrive, but the social media icons will need to make room for the new kids in town.

What Brands Should Do

Does collaborating with an influencer on TikTok make sense for your brand? Some thoughts before you proceed:

  • Make sure you already have a strong TikTok following. Brand ambassadors won’t stick around if they don’t have an audience. Alternatively, partner with a personality that comes with their own built-in following.
  • Mix it up. A strong creator class is made up of diverse voices. Putting together an influencer team that looks at your brand from different angles can help you reach a new, wider audience.
  • Choose creators aligned with your brand. Passion for your company will translate into authentic messaging. Take time to understand who a creator is — and whether they are the right fit — before bringing them on board.

 Contact True Interactive

Hoping to explore what TikTok and other social platforms have to offer? Contact us. We can help.