Search Is Changing—But Are You Using It to Change Your Advertising? | One Thing to Consider

?? Estimated read time: 6 minutes

TL;DR

• Search is no longer just about Google—discovery now happens across platforms like TikTok, Amazon, YouTube (especially through CTV and podcasts), and AI tools like ChatGPT and Perplexity.
• Consumers are searching earlier in their journey, often before they even consider traditional ads or listings. Brands that ignore this risk missing key touchpoints.
• While discovery habits are fragmenting, traditional search data from platforms like Google and Bing remains a valuable tool for refining targeting, spotting trends, and improving messaging.
• Advertisers should expand data sources, align teams around search insights, and focus on metrics beyond just clicks to keep up with evolving consumer behaviors.

There was a time - not so long ago - when "search" meant typing a question into Google and clicking a link. Not anymore. Search has become something bigger—a behavior that happens everywhere. People scroll TikTok for dinner ideas, check Reddit for product reviews, and use their Smart TVs to find something to watch. Search isn’t just a channel—it’s how people discover the world.

But what does "search as a behavior" really mean? It’s about the small, everyday decisions people make—finding a lunch spot, choosing a product, or researching a trip—across different platforms, often without consciously thinking, "I’m searching." Brands stuck thinking of search as just Google Ads and SEO are missing how much of this discovery happens elsewhere.

Why Changing Search Habits Should Wake Up Your Strategy

Search isn’t just fragmenting—it’s reshaping how people move through the customer journey. Over half of consumers say no single platform meets all their search needs. Gen Z turns to TikTok for quick answers, product discovery often starts on Amazon, and YouTube—already known for reviews and tutorials—is now seeing increased viewing through Connected TV (CTV) and playing a growing role in podcast discovery.

And it’s not just social and retail platforms driving this shift. Generative AI tools like ChatGPT, Perplexity, and AI-powered features in traditional search engines are changing how people seek information. Instead of sifting through pages of links, users now get direct, conversational answers—sometimes bypassing traditional search results altogether. This doesn’t replace fragmentation; it expands it. Discovery now spans social feeds, retail searches, and AI-driven responses, making it even more challenging for brands to understand where and how consumers are forming opinions.

Discovery doesn’t just happen when someone’s ready to buy—it starts much earlier. If you’re a travel brand and people are getting trip ideas from TikTok, focusing only on Google keywords means you’re missing that early-stage curiosity. If you’re a consumer goods company, shoppers might be checking products on Amazon while watching related content on their living room TVs. And as AI tools become part of everyday search behavior, consumers may find answers before they even encounter traditional ads or organic listings. Your media strategy needs to reflect this evolving landscape.

This isn’t about chasing every new platform or technology. It’s about recognizing that "search" now includes discovery moments you may not be accounting for. Increased CTV usage—especially on platforms like YouTube—and the rise of conversational AI tools mean people are researching products in more ways and places than ever. You don’t need to monitor every review video or track AI-generated responses, but you do need to understand how these habits shape brand perceptions.

Knowing where people search is just the beginning. The real advantage comes from understanding how these behaviors fit into the customer journey and what to do with that insight. That’s where search data becomes a valuable tool.

From Habits to Insights

As search habits evolve and behaviors shift, the traditional dominance of search advertising budgets - estimated to be $90B by eMarketer in 2024 - show signs of changing, but it's unclear how quickly. Engines like Google, Bing, and Yahoo! offer still over the return on investment that brands require.

But while those marketplaces evolve - both in the way consumers use them and the pricing models they are sold under - these engines also offer incredibly rich data into what people care about, what they’re curious about, and what decisions they’re weighing.

Used well, this data can sharpen targeting, inform creative choices, and strengthen your overall strategy.

Here are some examples of what you can learn --

Nuances of audience targeting: A spike in searches for "best sustainable sneakers" signals growing interest in eco-friendly products. Brands that pick up on this early can connect with consumers before they’ve chosen a competitor.

Early trend-spotting: Search data often shows what’s coming. If searches for "quiet luxury" or "budget-friendly travel" are climbing, that’s a sign to adjust your messaging now—not after the trend is everywhere.

Positioning tweaks: How people search reveals how they think. If more people are looking up "easy weeknight dinners" instead of "quick meals," that subtle difference can shape how you position your product across ads, social content, and packaging.

One reminder: Use search data responsibly. Privacy regulations aren’t just legal requirements—they’re key to maintaining consumer trust.

Most brands barely scratch the surface with this data. Don’t be one of them.

From insights to action

Turning search data into strategy isn’t just about pulling reports—it’s about knowing what to do with them. Here’s how to use those insights to make real impact:

1. Look beyond Google: If your data comes only from Google Ads, you’re missing a big part of the story. Expand your sources to include retail platforms (like Amazon search trends), social search behaviors (from platforms like TikTok or Reddit), and audience intelligence tools. These insights can reveal where your audience is discovering products—and how to meet them there.
2. Get your teams talking: Search insights aren’t just for media buyers. Bring creative, content, and product teams into the conversation. If people are searching for “budget-friendly travel,” that information should shape your ad copy, landing pages, and even product positioning. Brands that integrate these insights across departments build more cohesive, effective campaigns.
3. Measure what matters: Platforms like Amazon, TikTok, Reddit, and CTV environments are influencing purchase decisions, often in ways that traditional metrics don’t capture. Instead of focusing solely on click-through rates, look at assisted conversions, brand lift, and meaningful engagement. Understanding the full customer journey ensures your strategy isn’t stuck measuring what worked five years ago.

Enjoyed this edition? Hit 'Subscribe' at the top to get future insights straight to your inbox. And feel free to forward to a colleague!