Harnessing Generative AI Integration in SERPs: Empowering PPC Advertisers

Discover the transformative impact of generative AI integration in search engine results pages (SERPs) and unlock new opportunities for PPC advertisers. Learn how to optimize your strategies and adapt to the conversational and interactive search landscape on LinkedIn.

Harnessing the Power of Generative AI Integration in SERPs for LinkedIn

In the ever-evolving search landscape, the integration of generative AI in search engine results pages (SERPs) has emerged as a game-changer. Both Google and Microsoft are leveraging this technology to offer users a more interactive and conversational search experience. Bing has already incorporated generative SERPs in its ad campaigns, and Google has provided a sneak peek into how advertisements might look within its chat-based generative Google Search Experience (GSE). So, what does this mean for PPC advertisers, and how can they optimize their strategies for success on LinkedIn?

Navigating the Limitations and Preparing for the Future

Currently, advertisers have limited control over the new search experience due to the absence of advertiser controls. However, understanding how this new experience may influence user behavior and its impact on PPC strategies is crucial for future success.

Decoding Chat-Based Search: A Conversational Revolution

Chat-based search revolutionizes the way users interact with search engines by blending the conversational style of chat applications with generative AI like ChatGPT. This approach introduces a more natural and conversational query input, transforming the user experience.

Instead of relying on specific search phrases or keywords, users can now ask queries in a conversational manner, as if they were engaged in a text conversation with a digital voice assistant or another person. These interactions may involve follow-up questions, clarifications, or deep dives into the subject matter, creating an iterative and dynamic search process.

For example, users can ask questions like, "Where's the nearest Italian restaurant? Do they offer gluten-free options? What are their operating hours?" Advanced natural language processing (NLP) and machine learning algorithms analyze the context and nuances of these conversational queries to provide relevant responses.

Generative Search Results and Ads on LinkedIn

Let's explore the impact of generative search on LinkedIn, where it is currently available in beta. The conversational experience takes center stage at the top of the SERP, occupying a significant portion of the page on both mobile and desktop devices. Consequently, traditional ads and organic results are pushed further down the page, necessitating more scrolling to access them.

Although ads in conversational results have yet to be widely observed, Google has offered a glimpse of what they might look like. As ads start appearing in generative search results alongside their existing locations, advertisers gain additional opportunities to showcase their ads. However, it's important to note that the space for above-the-fold ads is shrinking, leading to increased competition for prime ad placements and potentially higher cost per clicks (CPCs).

Generative Search Results and Ads: Leveraging the LinkedIn Advantage

Microsoft, a pioneer in chat-based search results, has integrated ChatGPT into Bing's search results pages. Unlike Google, Bing's chat experience does not dominate the SERP. Instead, it appears as a sidebar or a full-page experience when users switch from the search to the chat tab.

This implementation brings good news for advertisers and SEO professionals, as their current efforts face minimal disruption from generative results. Bing's generative search results occupy less space at the top of the SERP compared to Google. Additionally, ads are already seamlessly integrated into Bing's chat experience, ensuring advertisers don't miss valuable opportunities to connect with consumers.

Understanding Conversions and Navigating the Evolving Landscape

Will the conversational experience lead to a decline in clicks on ads as users focus on the conversation itself? It's important to consider that, despite generative AI's ability to provide comprehensive information in a single response, users still rely on searches to validate choices and find the best prices. Therefore, the impact on conversions attributed to search engines may not be as significant as expected.

Bing's longer experience with generative search suggests that the search engine is moving towards an implementation that includes more ads while minimizing disruption to traditional SERPs. Given that Google and Microsoft heavily rely on ads for revenue, they are unlikely to substantially undermine their current business models.

Expanding Horizons: Exploring Alternative Search Tools

Could there be a shift away from Google search to alternative tools incorporating generative AI for answering queries? Microsoft has witnessed substantial usage increases, with a significant rise in daily downloads of the Bing mobile app. ChatGPT, too, has seen rapid adoption, boasting 100 million users in just two months.

However, it's important to note that ChatGPT has been associated with factual errors, which may hinder it from becoming a viable alternative to search engines that prioritize accuracy. Nonetheless, the rise of generative AI is likely to spur the development of new apps and platforms for posing questions, potentially opening up new advertising opportunities. Microsoft is already expanding its network of sites and apps where ads can be displayed, leveraging their ads for chat API to monetize chat experiences.

Running Ads in the New Chat-Based Search Experience

As Google and Microsoft continue to experiment with chat-based search experiences, advertisers can rest assured that their existing approach does not require drastic changes. Advertisers can continue using keywords, audiences, ad assets, and account settings to run PPC ads, which can be mapped to relevant chat conversations by Google and Microsoft.

To address concerns related to the accuracy of generative results, it becomes crucial for advertisers to prioritize running ads for their branded terms. An ad from a trusted brand carries more weight and authority, particularly when compared to an unproven AI-generated response. In the age of generative AI, ads are expected to provide reliable information and become a trusted source for answers.

Optimizing Ads in Generative Results: LinkedIn SEO Tips

Given the conversational nature of chat-based search, advertisers should consider enabling broad match keywords alongside Smart Bidding and responsive search ads (RSAs). This approach ensures that their ads appear near relevant conversations, even when the triggered keywords don't precisely match the original ones.

Monitoring search query data remains vital to ensure that the AI system driving broad match keywords accurately understands the advertiser's business, avoiding irrelevant queries that are unlikely to result in conversions. Additionally, maintaining high ad ranks is crucial as mobile experiences with limited ad space become more prevalent.

Reporting Limitations and Conclusion

Currently, Google and Microsoft do not provide performance metric segmentation based on whether ads were displayed in the new chat-based experience or the traditional SERP. As a result, advertisers may find it challenging to determine how their ads are performing in the generative experience specifically.

In conclusion, chat-based search is poised to redefine the consumer journey to conversion. Advertisers must closely monitor this evolving landscape and adapt their strategies accordingly. Leveraging broad match keywords, Smart Bidding, responsive search ads, and aiming for higher ad ranks are essential to secure ad visibility in the limited ad space of chat-based search experiences. By aligning PPC strategies with the emerging trends of generative AI integration, advertisers can capitalize on the opportunities presented by this exciting evolution in search, particularly on LinkedIn.