Google is experimenting with a new Search advertising experience that aims to guide consumers through complicated purchasing decisions using AI assistance.
The general picture. The test explores how Google’s AI capabilities could improve ads to provide more personalized advice and recommendations based on a user’s specific needs and context.
Why we care. With this update, advertisers will get higher click conversion on their site. Although brands should be aware that traffic volumes are likely to decrease as experience increases in the SERP.
How it works. If a user searches for something like “short-term storage” and clicks on an ad from a storage facility, they may be shown an AI-guided experience to determine their storage requirements .
Users can share details such as photos of the items they need to store and their budget. Google’s AI will analyze this information to recommend an appropriately sized storage unit and suggest packing materials. The experience would link back to the advertiser’s website to complete the purchase.
What follows Currently, the storage drive ads are just an initial test case. Broader deployments to other verticals such as travel, financial services and healthcare could follow if AI proves useful in guiding highly-considered purchases.
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About the author
Anu Adegbola has been a paid media editor for Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career began with
deliver digital marketing campaigns (primarily but not exclusively paid search) by creating strategies, maximizing ROI, automating repetitive processes and making all marketing departments efficient through inspirational leadership both on the agency, client and marketing technology side.
Outside of Search Engine Land article editing, she is the founder of the PPC networking event: PPC Live, host of weekly podcast PPCChat Roundup, ibRand Evangelist at ClickTech.
He is also an international speaker with some of the stages he has presented being SMX (USA), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Live Chat, AdWorld Experience (Bologna) and more.
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