Speakers at Google’s live marketing event demonstrated how they will use user search queries and content from IA Overviews to display interactive shopping ads that will drive organic search results even lower, stating that Google is “focused on opening up new opportunities for your business.”
Google: We’re not building a better search engine
The first speaker, Philipp Schindler, Google’s vice president and chief business officer, said out loud what Googlers usually don’t when he said that the purpose of search results is to show advertising.
He made the comment in the context of a new AI video tool that will help YouTube creators create more content.
At minute 18:19 of the event, Schindler boasted:
“We have collaborated with very talented filmmakers, musicians and artists, and the results have been simply incredible. We’re bringing video to shorts soon, opening up a whole new world of creative possibilities for you and your brands. Imagine all the creators with the power of AI in their pocket.
So what does all this mean for you? More creators creating higher quality content attracts more viewers, which means more reach, engagement and ROI for you. We’re not just building a better search engine or a better YouTube. We are focused on opening up new opportunities for your business.”
The claim that Google is using Insights and AI Search to increase advertiser reach and ROI isn’t the only one. The next two speakers made the same point.
Search and shopping ads in AI overviews
The next speaker was Vidhya Srinivasan, VP/GM, Google Advertising. It begins by describing how search experiences will drive traffic to websites. Then he quickly shifts gears to show how interactive advertising will drive organic search listings literally beyond the sight of users making search queries.
30 minutes into the video, Srinivasan explained:
“AI overviews will appear in search results when they are particularly useful beyond what search offers today. As we continue to test and evolve the search experience, we will remain very focused on delivering valuable traffic to publishers and creators But then, more avenues for user exploration lead to more choice, and more choice leads to more opportunity for advertisers.
You may have noticed that we already show ads above and below AI overviews. These ads match the user’s search query. We will now begin testing search and shopping ads in AI overviews for US users.
What’s also new with this is that we’ll be matching these ads not only to the context of the query, but also to the information in the AI Overviews. And, as always, ads will be clearly labeled.”
1. AI Overview: No Organic Listings
2. Scroll down for shopping ads
She then described an example of wrinkled clothes while traveling and turned to Google Search for ways to prevent wrinkles. It shows search activity for travel hacks and shows how organic search results are sent under the AI Overviews feature and new search and shopping ads that contain product images and appear much more than the search results.
He explained how the new shopping ads from AI Overviews will be there to convert searchers:
“With the AI overview, I quickly found some common travel hacks that looked promising. As I explored the many options that came up, I found a very nice solution, a wrinkle release spray that I had never heard of before talk before.so perfect i want to try this.
Now, with this feature, I can just click on that ad right there, right there, and buy it.
So, as you can see, we’re making it easier and faster for consumers to take action right away. So this is just one example of how we’re using Gen AI. There are many more, and we’re starting with more apps in search ads.”
3. Targeted ads based on general AI descriptions
Google search is the bait
Google’s search engineers are using the most advanced technology and data to create the most useful search results of any time in Google’s history, this is the best it’s ever been. But according to Google officials, the purpose of Search is not to “organize the world’s information and make it universally accessible and useful,” but to generate more “reach, engagement and ROI” for advertisers. Sam Altman was right when he said that what Google is doing is dystopian.
SEOs were designed socially
Social engineering is the management of people’s behavior in order to get them to act in a certain way. Google bought a large part of the web ecosystem into concepts like Core Web Vitals and also Experience, Competence, Authority and Trust in order to satisfy users that Google apparently never intended for them.
It’s not the fault of the Googlers who have put their heart into perfecting the search. They do a good job. But it’s clear that Google’s mission is no longer to make information accessible and useful. In what may only seem like a dystopian horror, Google succeeded in socially engineering the search community and publishers to focus on creating useful content for advertisers to use to generate more ROI for advertisers.
Not only SEOs and publishers were used for the benefit of advertisers.
Watch the Google Marketing 2024 live presentation
Featured image by Shutterstock/pikselstock
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